November 9, 2011 - The Medium is the Message.docx

4 Pages
Unlock Document

Media, Information and Technoculture
Media, Information and Technoculture 2500A/B
John Reed

The Medium is the Message November 9, 2011 Dyna book proposal – 1972 – close representation to the iPad When he said the medium is the message what he means is that you need to become the medium, you need to give up and stop fighting, stop thinking about the technology involved and you simply merge together with it. Become the medium to use it 1. The medium is the Message  Marshall McLuhan  Medium is the massage released in: 1967  Uses a metaphor that ratios are always changing, ratios between technology and ratios between the human. Talks about technology using the figure/ground. Shows image of cup and two faces. What you’re not focusing on becomes background information; we tend to put our attention on certain things only. (Marx, Law, society will choose to see something a certain way and others will ignore other information)  Figure = Technology  Ground = Side effects  Figure (what we’re focused on) Ground (what we aren’t focused on)  Medium is the message = the effects are the message  We should study the effects. i.e. the message of the car would be, suburbs, highways, carpools, street racing, things that exist from the car being able to move about the environment. 2. The Medium is the “MASSAGE”  We don’t notice the message, we are being massaged into the technology  You have to become the medium to use it, this is how you access true communication  I.e. Glasses stop paying attention to the frame of your glasses, and focus on other things.  The medium has real effects, real strong social changes.  John Law: People and ways are networked stars Shaping:  Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication.  Technological determinism  It is very easy to fly over a village and drop gasoline, but you couldn’t do it if did it yourself. Technology aids this.  We shape it, it shapes us  Only when we go without do we realize what we need. We don’t think about breathing until we are deprived of air.  Everything is an extension of ourselves  Refuses to blend the difference between the medium and the human, all extensions of the human body  These technologies are ourselves, but more advanced. They feed us, we feed them, networked stars Types of Communication 1. The Acoustic  The era of speech  Ear: all involved, very hard to focus in on a conversation when in a very busy loud room  The acoustic period of speech 2. Writing  Fragments us and detaches us  The technology of writing  The hand that filled the parchment page built a city: what we lose is the fragmented idea of history, gives us bureaucracy  Change in communication = change in society = a change in people  You couldn’t have civilization without each change in communication  The medium becomes to disappear – over time we forget how to do something and we just begin to work in that medium. We stop thinking and we start using. 3. Type and Print  Mass production of communication (beginning of the 16 century)  Rearrange these ratios, society is rearranged because of these changes 4. Electronic (TV for McLuhan  More oral  Allows for always changing ratios of communication  He claims that these electronic technologies put the inside outside  Claims we live in the era of a global village, where everything is brought back together  We are brought together by the medium of television – easily exportable to the medium of the internet  Information/acoustic, he says that we have to work at focusing, we need to work at noticing the figure and the ground and it is a social structure that privileges one.  Networks as interior and exterior and how we use technology to augment ourselves. We use a GPS to remember how to get somewhere, using our Contact list so we don’t have to think  VIDEOS IN CLASS – shazam commercial, complete extension of our own knowledge  Its not magic its far from it, just another type of interfacing where we are the
More Less

Related notes for Media, Information and Technoculture 2500A/B

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.