CMST 1111 Lecture Notes - Lecture 5: Shema Yisrael, Marshall Mcluhan, Technological Determinism
18 Sep 2016
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Document Summary
The prophet of media determinism in the age of tv. Paradox: his media theory seeks to use electronic media to return original place of self-presence, identity, community the global village. He talked about how the media that reaches canada comes in its majority from the united states. He begins to advance his idea as the television comes to existence. Therein lies the worry about the social implications of tv"s structure: global in reach, but controlled from a few centers. Media creates a passive observer instead of someone politically engaged. The politically engaged citizen has become a passive spectator. Media creates an asymmetrical division of power. Started out in english literature and followed f. r. Leavis" lead on analyzing not only literary texts, but media texts like adverts. It is not the content of media that is important but the form of technology of the media. Technology, and specifically media, leads to great cultural changes.
