RTA 101 Lecture Notes - Lecture 2: Marshall Mcluhan, New Media, Determinism
11 Sep 2016
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Disregarded in the 80"s and 90"s - non-critical thinker because he didn"t prove statements. Now, mcluhan revival because he was able to predict into 21st century (coming true) critical thinking + imagination = innovative and creativity --> media practice: medium is the message, media are extensions of ourselves (mind, body, spirit) The media of an era defines the essence of that society. Electronic era (note: we still use old forms; these all coexist) According to mcluhan, communication technology is primary cause of social change: called communication technology determinism, media simulate and stimulate senses. Four laws of media (ex car): enhances senses, mind, body, spirit (feet) 3: obsolesces makes something obsolete (horseback) reverses into when at extreme, opposite than intention occurs (traffic jams) retrieves reminds of experience or medium from the past (chariots) We walk backwards into the future. : we face the past/live in the past, with rear-view mirror seeing future, mcluhan was able to see the future.
