Marshall McLuhan’s The Medium is the Message was written around the year 1967, the piece itself discusses various topics and ideas surrounding the theory; such as, voice, writing, and “electric” media and how they affect individuals, perceptions, and society as a whole. McLuhan notes that “societies have been shaped more by the nature of the media by which men communicate than by the content of the communication” (9). The text is partially a view against the printed word, with its ability to rationalize and linarite, through its emphasis of the visual at the very expense of the hearing and tangible, and also with its encouraging tactics towards people to set off and be individuals and abandon the companionship of their peers as opposed to the …show more content…
McLuhan’s irrelevance in the direction of the pre-packaged content, that of the traditional media, offers a fresh and alarming approach. It was viewed as something fresh due to the fact that no one ever really thought of a method of conveying information and treating it as anything more, while at the same time is was considered frightening, through its ability to affect and essentially alter an individual’s everyday life and perception of the world around them. Because of the idea that the medium tends to be viewed as the message, it results in distressing one’s ability to recognize the medium as a separate and powerful object. It forces one to ask the question of, what is considered a message? The message is anything and everything. The message becomes what the supervisors of the media want it to be. For McLuhan not all media can work and function in the same way, despite the fact that it may be used to originate the same conclusions.
“The ‘message of any medium or technology is the change of scale, pace or pattern that it introduces into human affairs…For example the railway…accelerated and enlarged the scale of previous human function , creating totally new kinds of cities and new kinds of work and leisure”
Media, the plural form of medium, describes various ways in which we communicate in society. A phone call, email, radio, computer, news on TV, etc. are all forms of media. In our society today, the media plays a significantly large role in influencing society negatively, twisting one’s perspective of the truth. In author Brooke Gladstone’s, The Influencing Machine, she discusses how media is looked at as an “influencing machine,” that’s controlling the mind of its viewers. Throughout the reading, Gladstone guides her readers through perceptions of media and how it influences them to get readers to understand the truth about media and the manipulation behind it.
Hartley, John (2002), Communication, Cultural and Media Studies: The Key Concepts, London, Routledge, pp. 19-21.
Consider for example, the radio and television. The radio and television (before the advent of the internet) were monumental in their effects on transmitting culture, products, and ideas accross vast distances of the United States. Suddenly American’s could relate to the horrors of war overseas, as well as they could learn of each other’s culture, or product. Of course, this was not the same as being able to transport them there, though newer, better, faster forms of mass transit would be developed to help facilitate just this. But all of these developments pale in comparison to almost a half-century later, with the rise of the internet, and with the increasing array uses for it, in the modern day. +++====
Any act of conscious communication always true, in varying degrees, two fundamental objectives. One is to inform, instruct and describe, and the other is to entertain or occupy. The products of the mass communication industry made that mandate the particularity that are targeted to a wide receiver, whose acceptance is intended to conquer. The intent of the act is expressed with the term broadcast (spread through mass media), which once meant to sow broadcast the farmland. The cinema, especially the US, is the great communication industry of the twentieth century. Although in recent decades seems to have given primacy to television, the information, education and entertainment on Western culture influence is undeniable.
Marshall McLuhan and Raymond Williams, both cornerstones in their respected media theory and cultural studies, differed in their opinions of the relationship between media technology and social change. McLuhan believed in technological determinism, which is “an approach that identifies technology, or technological developments, as the central causal element in processes of change” (Croteau, Hoynes, and Milan 290). In other words, McLuhan believes that new technology drives the way cultural values and social structures develop. He was interested in the cultural effects produced by electronic media; he was especially interested in the effects of televisions. McLuhan’s The Medium is the Massage argued that technology has changed the way humans do things and interact, that “all media are extensions of some human faculty” (McLuhan 5).
The ideas put forth in Marshall McLuhan's Media Hot and Cold, present many theories regarding the effects of media on the world. What qualifies as media, in essence, is any experience or information, imparted on the awareness of an individual and/or societies. These can be physical or nonphysical influences. TV and radio are examples of physical media. Their effects and evolution can be easily observed. However, and perhaps more importantly, McLuhan examines those nonphysical influences which can be observed in the individual and society. It is not enough to merely identify these mediums as such. What is more crucial is the perpetual waxing and waning of influence of such ineffable phenomena, whose identity and existence rely upon their interdependency
The term “the media” is somewhat overused in our culture. It is a vague term we use to include any and all ways that messages are portrayed to us, usually in technology. Dr. Cyndy Scheibe, a professor at Ithaca College and media literacy expert, says that media is “messages conveyed through visuals, language, and/or sound that are mass produced for a mass audience. [Media is also] mediated by a form of technology and the producer of the message is not in the same place as the receiver of the message” (Scheibe). This means that media would include things like television, movies, the internet and print. Media doesn’t include things like text messages because they are not intended for mass audiences. For the purposes of this essay, “media” is mostly going to refer to television and video games.
Media, in its largest sense, hypothetically is one small page in the large "book of life". However, nineteenth century society has based an entire chapter of their lives on what happens in every medium used for communication. Through the creation of radio and of television in the late 1940's, and the modernization of newspapers and magazines, specifically, American culture has devoted themselves to a mass communications lifestyle in which they base most of their well being upon.
He asserts that with the invention of television, writing can basically be eliminated (125). There’s no use for it anymore, after all. What can be more engaging than a form of media that stimulates the senses so? Despite the beliefs of those who lived in the 60s and 70s, the twenty-first century is unfortunately not home to the world of the Jetsons. Writing is still a very powerful form of media, for the very book that this essay is centered around is still influential, forty-nine years later! However, books and newspapers are not our sole source of the written word. Online blogs, articles, and newsletters now exist. Television and books have merged into one: the Internet. Revolutions, riots, and rebellions don’t just happen in our living rooms now, they happen on the go with us. On the subway, when we’re waiting in line at Subway, at our friend’s house as he talks about how he’s “way into subs.” The Internet is now our primary source of information. Evolution doesn’t only just occur in nature. Nonetheless, The Medium is the Massage was published in 1967, and several of McLuhan’s points were ahead of their time and remain relevant today. The most notable of points was made within the first few pages of the book where McLuhan delves into the fact that from the moment we are born to the moment we die we are under constant surveillance and that privacy essentially no
Currently, our society is changing again with the onslaught of electric media, namely computers and the Internet. We must continue to analyze this technology with the realization that the medium is the message, or else we will never fully understand our culture or the effect of technology on it and on our lives.
“The medium is the message,” uttered by the late media scholar and theorist Marshall McLuhan, and they have been revered and dissected ever since they were spoken. There has been several different interpretations on the premise of McLuhan’s words, and the meaning behind them. The best way to start unraveling his theory, is to get a general understanding of the terms used in his famous quote. In McLuhan’s own words, a medium is simply “an extension of ourselves.” Simply put the medium personifies or enhances what we as humans cannot do on our own. In a mass media perspective this means the use of technology including radio, television, and the Internet to project our thoughts, feelings, and senses (Frederman) . Finally, it is important to note that the plural of the word medium is media. Now that there is a general understanding of the medium, the other important word McLuhan spoke of is the “message”. The message is simply what the audience perceives through the medium. This could be anything from watching a television program or listening to the radio. Also, note that some believe the message McLuhan preached is a lot more complicated and not obvious. This view can be explained by, the message isn’t the news, but the attitudes that are affected by watching or listening to the message. Whichever, definition is taken for the “message”, the dissection of McLuhan’s quote will still be interpreted in a similar fashion.
This global village would cause the rise of the phenomenon of mass man and the loss of private identity. McLuhan attributes this to the new media forms connecting our senses to the world in new ways - “Media as extensions of ourselves”. In this sense, films become faculties of humans, which act as extensions of our senses, as can be perceived from our disposition to consume and celebrate the lifestyle and ideas that film producers bring across the screen. (McLuhan 2001). Through such a way, film restructures our consciousness, allowing for the ruling consciousness – that of the dominant group – to triumph over self-consciousness of man (Enzesberger).
Sinclair, John (2002) “Media and Communications : Theoretical Traditions”, in Stuart Cunningham and Graeme Turner (eds), The Media & Communications in Australia, Allen & Unwin, Sydney, pp.23-34.
The effects of mass media have been a hot topic for scholars over thepast century. According to a study done by Ballard (2011), “with the rise of film and radio in the early part of the 1900’s,communication researchers began to study what effects media messages have on thosewho receive them.”
"Medium has become "more important" than message, says Sir Martin Sorrell."The Drum. N.p., n.d. Web. 20 Nov. 2013. .