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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.
"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]
McLuhan also argues that the combination of human senses used to receive a message is a key element that makes one medium different from the others. This argument is connected to the idea of what McLuhan calls the "amputation" [10] of senses. When a specific one of the five senses is cut off, then the other senses become more sharpened, which ...
McLuhan was born on July 21, 1911, in Edmonton, Alberta, and was named "Marshall" from his maternal grandmother's surname.His brother, Maurice, was born two years later. His parents were both also born in Canada: his mother, Elsie Naomi (née Hall), was a Baptist school teacher who later became an actress; and his father, Herbert Ernest McLuhan, was a Methodist with a real-estate business in ...
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 .
Media ecology theory is the study of media, technology, and communication and how they affect human environments. [1] The theoretical concepts were proposed by Marshall McLuhan in 1964, [2] while the term media ecology was first formally introduced by Neil Postman in 1968.
McLuhan argues that as "sequence yields to the simultaneous, one is in the world of the structure and of configuration". The main example is the passage from mechanization (processes fragmented into sequences, lineal connections) to electric speed (faster up to simultaneity, creative configuration, structure, total field). [14]
McLuhan used different words to describe the figure/ground relationship, sometimes using content for figure and environment or, more often, medium for ground. [2] "McLuhan looked at media through a figure/ground relationship." [1] To him, people tended to focus on only specific parts of the media, and disregard other parts. "To examine the ...