CMNS 110 Lecture – Week V
- Decisive relationship between social and cultural processes and communication media.
- One can best understand the social and psychological characteristics of an age by looking
closely at its dominant forms of media.
- People in the 60’s & 70’s had a belief that McLuhan was predicting the future (Internet).
- Douglas Coupland – “as our senses have gone outside us, Big Brother goes inside.”
o The world has become a computer.
o Prediction of what our world is like now.
- Tried not to present his arguments in a linear fashion—McLuhan called his style MOSAIC.
o Importance on how the argument is presented.
- McLuhan only taught at Catholic institutions.
- “The Mechanical Bride” – concerned with the pressures set up around us today by the
mechanical agencies of the press, radio, movies, and advertising.
o Looking at psychological impacts of media.
o “Civil defense against media fallout.”
o Media have unseen impacts.
o Critic of bureaucracy.
o Advertising as an art form.
o Applies academic principles to popular art.
o Began tradition of studying popular culture.
- “The Gutenberg Galaxy” – the truth is revealed in a linear fashion.*
- “We shape our tools, and afterwards our tools shape us.”
o Ex: we create the automobile, and then our society becomes automotive-based.
o Our tools shape our thinking & behaviour.
o Recursive influence.
o We become slaves to our tools.
- McLuhan never talks about content. To him, it is not important.
o He thinks the best way to understand a medium is to study the medium itself, not
the content produced within the medium.
- Doesn’t have theories or concepts, he has probes or percepts.
o He looks at things briefly and moves on.
o Making conne