CMNS 110 Lecture Notes - Lecture 5: David Sarnoff, Wield, Understanding Media

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CMNS 110 – FALL 2012
WEEK 6 BOOK READINGS: pp. 108-116, pp. 80-107
The Medium is the Message by Marshall McLuhan
- It’s not the machine, but what one does with the machine, that was its meaning or
message.
- The “content” of a medium is like the juicy piece of meat carried by the burglar to
distract the watch-dog off the mind
David Sarnoff, “We are too prone to make technological instruments the scapegoats for the sins
of those who wield them. The products of modern science are not in themselves good or bad; it is
the way they are used that determines their value.” McLuhan disagrees with him
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Marshall McLuhan: The Modern Janus by James C. Morrison
Biography of Marshall McLuhan
- Born July 21, 1911 in Edmonton, Alberta
- Bachelors and Masters in English Literature from the UofManitoba
- 1936 became a teaching assistant at the Uof Wisconsin
- Converted to roman catholicism
- Married Corrie Keller Lewis in 1939
- Got doctorate at St. Louis University
- Taught at UofT
- Informal discussion group that met at a coffee house
- Died 1980
The Gitenberg Galaxy
Laws of Media
Understanding Media
The Medium Is the Message
War and Peace in the Global Village
Create a tessellated pattern of ideas…. Parts of a whole
Haptic sense – a sixth sense; sense of touch plus others?
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Document Summary

The medium is the message by marshall mcluhan. It"s not the machine, but what one does with the machine, that was its meaning or message. The content of a medium is like the juicy piece of meat carried by the burglar to distract the watch-dog off the mind. David sarnoff, we are too prone to make technological instruments the scapegoats for the sins of those who wield them. The products of modern science are not in themselves good or bad; it is the way they are used that determines their value. mcluhan disagrees with him. Marshall mcluhan: the modern janus by james c. morrison. 1936 became a teaching assistant at the uof wisconsin. Born july 21, 1911 in edmonton, alberta. Bachelors and masters in english literature from the uofmanitoba. Informal discussion group that met at a coffee house. Medium the unconscious effect of our adaptation to the environments created by technology.

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