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Lecture 21

JMC 1100 Lecture Notes - Lecture 21: Marshall Mcluhan, Content Analysis

Journalism & Mass Communication
Course Code
JMC 1100
Rachel Young

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Media Uses and Effects 12/6
Limitations of Learning from Science:
-Science assumes there is an objective truth
Marshall McLuhan
Canadian media theorist who coined the phrase “the media”
Lived 1911-1980
Talked about media effects without using social science methods
No content analysis, surveys, or experiments; no empirical tests of his
3 Eras of Communication History
The Global Village
3 Eras of Communication History:
The Tribal Age
The Print Age
The Electronic Age
The Tribal Age:
Absence of a written alphabet or system of writing
Dominated by sound and oral communication
Sound information is processed all-at-once, not literary
Characterized by sensory balance
The Print Age:
Invention of the printing press in 1455 accelerates the print age
Dominated by print and visual/written communications
Translating sound (tribal) into print means that the eye will be privileged
Print is linear, private, information dense
McLuhan argued that the dominance of print and linear information
processing altered people’s thought patterns
The Electronic Age:
Audio and visual electronic communication
The electronic age encourages all-at-once infromation processing of the ear
Thinking is less linear, less ‘logical’, more spontaneous- more like the tribal age
Time and space limitations to communicate nearly vanish
“Private identity” is under attack
The Global Village:
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