IDIS 410 Lecture Notes - Lecture 6: Alexis De Tocqueville, Content Analysis, Mental Breakdown
14 Dec 2012
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Readings: marshall mcluhan the medium is the message . The personal and social consequences of any medium (any extension of ourselves) result from the new scale that is introduced into our affairs by each extension of ourselves or by any new technology. The negative result is the new patters of human association tend to eliminate jobs. The positive result is that automation creates roles for people. Many people would say that it was not the machine, but what one did with the machine, that was its meaning or message. The human restructuring of human work and association was shaped by the technique of fragmentation that is the essence of machine technology. The essence of automation technology is the opposite. It is integral and decentralist in depth, just as the machine was fragmentary, centralist, and superficial in its patterning of human relationships. The electric light is a medium without a message and (characteristic of all media) means that the.
