MARSHALL MCLUHAN

He wrote a book called ‘The Medium is the Massage’

“Societies have always been shaped more by the nature of the media by which men communicate by the content of the communication” (p. 8: 1967)

For many the role of technology is actually the most defining aspect of Media, for example Marshall McLuhan proposed in 1964 that the Medium was the message, or as he deliberately titled his book the massage.  In other words, the medium (the technology) is more significant than anything else in determining meaning ie over companies, organisations, governments, individuals, representations, texts etc

Key words – new media

stream

story –

With new Media like TeenVogue Personalise

Interface – New media interfaces are much more interactive and easy to use (Teen Vogue website) whereas old media is more fixed and slower, harder to use interfaces.

Share – New media can be shared online on websites, social media and much more. It can reach more people in less time than old media could.

Endless – Old media is fixed and has a start and an end of each product (news paper) where as new media can be continuously updated and appear to be endless (teen vogue webpage)

Creative – with technology such as Photoshop and in-design creativity is almost limitless.

Teen vogue allows you the freedom to read or not read which ever articles you want you can also use social media to respond to certain points. However with old media you have to read the articles that have been published and there is less freedom to respond.

Teen vogue is always updating and constantly has new articles and news. Whereas old media is fixed and cannot be change or updated once published.

Marshall Mcluhan –

Theory that ‘medium is the message’ , publication in 1964, examines humans’ relationships to the different types of media. Dominant sense- used to be the ear, however is now visual as the use is words is more commonly used

New vs old technology-

• Old technology was fixed and cannot be edited once distributed however if teen-vogue shared a story it can be edited and changed.
• Old technology had to be individually distributed however new technology can be shared with multiple people at once, for example Teen-vogue could stream videos on their online website.
• Old technology used to take a long period of time if being distributed to international places therefore by the time someone had reached it the news could be out dated, whereas Teen Vogue shares active news that is relevant to the world now.
• The media produced with new technology is endless and can be found at anytime even aver the event has happened, unlike newspapers that eventually age or get damaged online articles like on Teen Vogue are reachable at any time.

Technological determinism is a reductionist theory that assumes that a society’s technology determines the development of its social structure and cultural values. 

(1911–1980) was a Canadian philosopher.

For many the role of technology is actually the most defining aspect of Media, for example Marshall McLuhan proposed in 1964 that the Medium was the message, or as he deliberately titled his book ‘The Media is the Massage’.  In other words, the medium (the technology) is more significant than anything else in determining meaning ie over companies, organisations, governments, individuals, representations, texts etc etc

Marshall McLuhan was a Canadian philosopher who’s work is one of the cornerstones of media theory

He predicted the world wide web 30 years before it was invented.

He was a fixture in the media discourse in the late 1960s , though his influence began to wane in the 1970s

Herbert Marshall McLuhan was a Canadian philosopher. His work is one of the cornerstones of the study of media theory. Born in Edmonton, Alberta, McLuhan studied at the University of Manitoba and the University of Cambridge.

“The medium is the message” 

 McLuhan proposes that a medium itself, not the content it carries, should be the focus of study.

He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself.