Marshall McLuhan released a book called “The Medium is the Message”, however, after a typing error, the book was published with the name “The Medium is the Massage.
However, McLuhan liked the name of the book as it could be determined as “The Medium is the Mass Age”, indicating that the new mass age is an indicator of how we absorb our media.
Herbert Marshall McLuhan CC 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.
McLuhan coined the expression “the medium is the message” and the term global village, and predicted the World Wide Web almost 30 years before it was invented. He was a fixture in media discourse in the late 1960s, though his influence began to wane in the early 1970s. In the years after his death, he continued to be a controversial figure in academic circles. With the arrival of the Internet and the World Wide Web, interest was renewed in his work and perspective
Wrote the Book Media is the Massage (‘Media is the message’)
“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)
Theorised that it is the psychical form in which media presents itself that is the importance and has the lasting effect, not the context itself.
e.g the way in which you position your furniture to fit around and face your TV.
The way in which they way communication is delivered is more important then the content and makes psychical and biological changes to humans and they way er live our lives.
New and Old Media:
With old media such as a novel, you can read and immures yourself in the creativestory and share the experience with other by reading it with them/discussing it but ultimately is comes to an end. However, with new media it is endless, there are always way to reconnect, binge and immerse yourself constantly. You can adapt it and personalize it. This relate to Teen Vogue
– the internet – social media – broadcasts (satellite or terrestrial) – radio broadcasts – videos – posts on a website/blog – emails – advertising – Wi-Fi – IP address – VPN – Cinemas – Live streams – Applications – USBs – Memory sticks – books – music
– phones – televisions – DAB’s – tablets – applications – YouTube -USB – Hard drives – SD cards – VR – The Intenet – Internet of things (IOT) – headphones/earphones – computers – cinemas
Key words associated with New Media
Personalise:
With new media, you can edit things and change things easily and instantly to everyone.
However, with old media, you couldn’t change things easily, instead the publisher would have to collate all of the media and then distributed the edited version
Conversation:
With old Media, people used to engage in conversation and talk to each other, which created a very social atmosphere.
However, now people are glued to their new technology devices and appear to be fairly anti-social.
Endless:
With old media, things would have an end and you couldn’t do anything else (ie the end of a book)
However, with new media, people are able to finish something and endlessly find out more information, such as you could finish a book and then find a forum where people are discussing it.
Live:
With old media, people couldn’t watch an event in real time and instead had to wait until someone had published it, which could be a few hours or days later.
However, new media allows you to see events live and on demand.
> digital audio recorders > digital cameras > softwares > photoshop
> the internet > social media > broadcasts (statellite or terrestrial) >email >website >wifi router >IP adress
> phones > televisions > DAB’s >tv >news >apps
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
