Advancing Knowledge.Transforming Lives The Culture's Shifting in Media The Global Vlage An Interconneeted World 主讲教师：王积龙
The Culture’s Shifting in Media 主讲教师：王积龙
About Marshall Mcluhan ● Herbert Marshall McLuhan,C.C.(July 21,1911-December 31,1980)was born in Edmonton,Alberta,to Methodist parents Elsie Naomi(nee Hall) and Herbert Ernest McLuhan.His brother,Maurice,was born two years later."Marshall"was a family name:his maternal grandmother's surname.Both of his parents were born in Canada.He was a Canadian educator,philosopher,and scholar-a professor of English literature,a literary critic,a rhetorician,and a communications theorist.McLuhan's work is viewed as one of the cornerstones of the study of media theory. McLuhan is known for coining the expressions"the medium is the message"and the "global village.' ● McLuhan was a fixture in media discourse from the late 1960s to his death and he continues to be an influential and controversial figure. More than ten years after his death he was named the "patron saint"of Wired magazine
About Marshall Mcluhan Herbert Marshall McLuhan, C.C. (July 21, 1911 – December 31, 1980) was born in Edmonton, Alberta, to Methodist parents Elsie Naomi (née Hall) and Herbert Ernest McLuhan. His brother, Maurice, was born two years later. "Marshall" was a family name: his maternal grandmother's surname. Both of his parents were born in Canada. He was a Canadian educator, philosopher, and scholar — a professor of English literature, a literary critic, a rhetorician, and a communications theorist. McLuhan's work is viewed as one of the cornerstones of the study of media theory. McLuhan is known for coining the expressions "the medium is the message" and the "global village." McLuhan was a fixture in media discourse from the late 1960s to his death and he continues to be an influential and controversial figure. More than ten years after his death he was named the "patron saint" of Wired magazine
Nhatis Media? What Is Media Understanding Media:The Extensions of Man (1964); ● McLuhan uses interchangeably the words medium and media.For McLuhan a medium is "any extension of ourselves",or more broadly, "any new technology".In addition to forms such as newspapers, television and radio,McLuhan includes the light bulb,cars,speech and language in his definition of "media":all of these,as technologies, mediate our communication;their forms or structures affect how we perceive and understand the world around us. UNION
What Is Media Understanding Media: The Extensions of Man (1964); McLuhan uses interchangeably the words medium and media. For McLuhan a medium is "any extension of ourselves", or more broadly, "any new technology".In addition to forms such as newspapers, television and radio, McLuhan includes the light bulb,cars, speech and language in his definition of "media": all of these, as technologies, mediate our communication; their forms or structures affect how we perceive and understand the world around us
The Medium Is the Message Understanding Media:The Extensions of Man (1964); ● "The medium is the message."McLuhan's theory was that a medium affects the society in which it plays a role not by the content delivered over the medium,but by the characteristics of the medium itself.McLuhan pointed to the light bulb as a clear demonstration of this concept.A light bulb does not have content in the way that a newspaper has articles or a television has programs,yet it is a medium that has a social effect;that is,a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness.He describes the light bulb as a medium without any content.McLuhan states that"a light bulb creates an environment by its mere presence." More controversially,he postulated that content had little effect on society--in other words,it did not matter if television broadcasts children's shows or violent programming,to illustrate one example--the effect of television on society would be identical.He noted that all media have characteristics that engage the viewer in different ways;for instance,a passage in a book could be reread at will,but a movie had to be screened again in its entirety to study any individual part of it
Understanding Media: The Extensions of Man (1964); “The medium is the message." McLuhan's theory was that a medium affects the society in which it plays a role not by the content delivered over the medium, but by the characteristics of the medium itself. McLuhan pointed to the light bulb as a clear demonstration of this concept. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect; that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness. He describes the light bulb as a medium without any content. McLuhan states that "a light bulb creates an environment by its mere presence.“ More controversially, he postulated that content had little effect on society –- in other words, it did not matter if television broadcasts children's shows or violent programming, to illustrate one example -– the effect of television on society would be identical. He noted that all media have characteristics that engage the viewer in different ways; for instance, a passage in a book could be reread at will, but a movie had to be screened again in its entirety to study any individual part of it. The Medium Is the Message
The Medium Is the Message Understanding Media:The Extensions of Man(1964); McLuhan says that the conventional pronouncements fail in studying media because they pay attention to and focus on the content,which blinds them to see its actual character,the psychic and social effects.Significantly,the electric light is usually not even regarded as a media because it has no content.Instead,McLuhan observes that any medium"amplifies or accelerates existing processes",introduces a"change of scale or pace or shape or pattern into human association,affairs,and action",resulting in 'psychic,and social consequences";this is the real "meaning or message"brought by a medium,a social and psychic message,and it depends solely on the medium itself, regardless of the 'content'emitted by it.This is basically the meaning of "the medium is the message
Understanding Media: The Extensions of Man (1964); McLuhan says that the conventional pronouncements fail in studying media because they pay attention to and focus on the content, which blinds them to see its actual character, the psychic and social effects. Significantly, the electric light is usually not even regarded as a media because it has no content. Instead, McLuhan observes that any medium "amplifies or accelerates existing processes", introduces a "change of scale or pace or shape or pattern into human association, affairs, and action", resulting in "psychic, and social consequences";this is the real "meaning or message" brought by a medium, a social and psychic message, and it depends solely on the medium itself, regardless of the 'content' emitted by it. This is basically the meaning of "the medium is the message". The Medium Is the Message