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ENG287 January 16 - Marshall McLuhan

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Adam Hammond

ENG287 – January 16 , 2013 Instructor – A. Hammond Marshal McLuhan, The Medium is the Message  Marshal McLuhan represents the limits of English  Keith Richards understood that the medium is the message, the way that it is brought forth is the way that the message is perceived  The symphony moves into the home and becomes a part of the lives of more people  Recording turns music into a one-on-on relationship , you don‟t need to be in the same place or the same time as the musician and there doesn‟t need to be a group  Artists no longer need to make the kind of music that will appeal to a large group of people because it has become a one-on-one experience  There is more expression because music no longer needs to please large groups of rich people  „the medium of recorded music makes rock and roll inevitable‟  Without the technology in place those forms would not exist  The technology of recording changed the world, it produced rock and roll versus rock and roll changing the world  “Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication.”  The nature of the medium changes the way that you think and act  Moved from a world with electric technology to one completely without  Being taken out of your dominant environment changes how we understand and respond to our environment  The medium, not the content, is the message  With the loss of technology, being isolated was no longer an option there needed to be cooperation between neighbours  Approaches it in a more balanced way: the content and the medium both influence the message  The subject is irrelevant, the technology of print (long, continuous narratives) creates a type of person  “Electronic technology fosters and encourages unification and involvement. It is impossible to understand social and cultural changes without a knowledge of the workings of media.”  Print created a certain kind of person (specialist and detached) technology and electric media is reversing that and bringing us into a pre-print state of mind  Hammond believes that McLuhan is commenting more on print than he thinks that he is  Being outside of something allows you to understand it better  Being outside of the age of print is allowing us to analyse it and understand it better  without print we wouldn‟t place such value on order, linearity and reason  Emphasises the difference between the ear and the eye, the difference between sight and sound  Sound is a flowing process because it‟s continuous, you can‟t choose whether or not to hear something  Sight is a stagnated process because we choose what it is that we see and perceive  „fostered the habit of perceiving all environment in visual and spatial terms – particularly in terms of a space and of a time that are uniform‟  Since so much time is spend stringing nonsense into sense, it initiates the mental habit of seeing everything in this way  Our want of straight lines and order come from our reading and print ENG287 – January 16 , 2013 Instructor – A. Hammond  “‟Rationality‟ and logic came to depend on the presentation of connected and sequential facts or concepts.”  „The rational man is the visual man‟ – we no longer live in a primarily visual world  Print gives us a new sense of private identity that has been fostered by mass production  There is a one on one relationship with print and there is more a sense of self as a private individual  “The private, fixed point of view became possible and literacy conferred the poewr of detachment, non-involvement.”  There is a move back to a pre-print pre-electronic state of mind because of technology  For McLuhan, tv is THE electric medium, it would seriously change us and change the way we think  “Television demands participation and involvement in depth of the whole being.”  It doesn‟t just affect sight, all of the sense become involved so that there isn‟t such a fixation on order  “You are the vanishing point. This creates a sort of inwardness, a sort of reverse perspective”  Its moving us toward collaboration and inter-activeness where you yield yourself to the community  The digital world can be perceived as McLuhan‟s television  “The content of the medium is never the message because the content is always the old medium.”  The digital is repackaging and representing the old medium  If it was just content, would we be as excited about it?  We sense that something is changing, something is changing us and therefore it is the medium that is changing not the message  The rehabilitation of McLuhan came with the start of „Wired‟  “Nothing can be further from the spirit of the new technology than „a place for everything and everything in its place‟.”  Electronic media is the start of constant information  Arab Spring demonstra
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