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"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter [1] in his Understanding Media: The Extensions of Man, published in 1964. [2] [3] McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. [4]
Marshall McLuhan argues that technologies—from clothing to the wheel to the book and beyond—are the messages, rather than the content of the communication. Basically, in its fundamental essence, The Medium is the Massage is a graphical and creative representation of his "medium is the message" thesis explored in Understanding Media.
McLuhan's theories about "the medium is the message" link culture and society. A recurrent topic is the contrast between oral cultures and print culture. [8] Each new form of media, according to the analysis of McLuhan, shapes messages differently thereby requiring new filters to be engaged in the experience of viewing and listening to those ...
A blank tetrad diagram. Marshall McLuhan's tetrad of media effects [1] uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.
Within media studies mediation is also used in the same sense as in Marxist theory: thinkers try to look at how a given medium reconciles the various forces of history, culture, economics or the material world, and how social actors use that medium to navigate these various meanings and values. The central problem for any media theorist ...
Vladimir Putin's hypersonic missile carried a simple message to the West over Ukraine: back off, and if you don't, Russia reserves the right to hit U.S. and British military facilities. Russia ...
There’s nothing particularly sinister about their dynamic, even though Roger occasionally wanders off in a huff, and Myriam ensures that Anika always has an intermediary, despite the young girl ...
The main concept of McLuhan's argument (later elaborated upon in The Medium is the Massage) is that new technologies (like alphabets, printing presses, and even speech itself) exert a gravitational effect on cognition, which in turn affects social organization: print technology changes our perceptual habits ("visual homogenizing of experience ...