ENG1710 Intro to Language and Technology, SP2018
with Prof. Ellis
For today’s after class writing assignment, write at least 250 words summarizing what you had read in Marshall McLuhan’s “The Medium is the Message” and remember from our discussion during class.
Also, Jessica Roman told us about this educational video about McLuhan’s ideas, which I think is worth watching in whole or part:
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Marshall McCluhan was born in the year 1911 and was a Canadian philosopher and professor. His book “The Medium is the Message” was originally called “The Medium is the Massage.”’ This was a mistake due to a typo of the word message. He didn’t mind the mistake, in fact he loved the way it came out that he decided to keep it and not fix it. McCluhan’s book “The Medium is the Message,” talks about how media, specifically electric communication has changed society and how we view things. From the reading, I have gathered that he means it’s the way that we receive information that is more important than the message itself. When reading part of his book, it shows us that he was ahead of his time and that it’s something that we can relate to in today’s world. The forms of receiving and communicating messages to one another has evolved and it’s not the technology itself that is the problem because it’s okay to use it as long as we are in control of it and not the other way around. It’s more of how we use it and for what purposes we use it. Aside from that, he briefly talks about how machines are creating jobs but at the same time it’s eliminating them as well. This is something that we’ve seen throughout the years and its something that we continue to encounter. When technology evolves it will always have its pros and cons. Throughout the reading he mostly talks about media and the way that it’s changing us and how we look at things. The message that we are receiving from these media has influenced us and often misleads us to what is really important. From when television was first introduced we were once the consumers consuming information by this new technology. Where as now we are not only the consumers but also we have become the producers by creating information as well.
TO: Professor Dr. Jason Ellis
FROM: Ronald C. Hinds
DATE: March 15, 2018
SUBJECT: Understanding Media: The Extension of man by Marshall McLuhan
With regards to technology, who is the master, and, who is the slave? Just like how the TV erected a Berlin Wall in our homes, and oft times acts as an impediment to discourse among family members, the lap top, social media applications, the cell phone, and the tablet are all intrusions in hindering near and real life conversations. With FaceBook (FB) we can friend and unfriend people.We have allowed technology to create both havoc and reward in our lives. Marshall McLuhan was a Canadian professor, philosopher, and public intellectual. 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. He died in 1980 at 69 years of age. Technology, which has so often been perceived as a fundamental threat to human existence, is explored from another perspective by McLuhan, as the extensions of humanity, prefiguring much current thought concerning cybernetics and robotics.
“The medium is the message” is a phrase coined by Marshall McLuhan meaning that the way we acquire information affect us more than the information itself. Medium is the “massage” refers to the massage or treatment of our senses. McLuhan was attributed to as the high priest of popular culture. McLuhan also coined the phrase “the global village” to describe the world that has been “shrunk” by modern advances in communications. McLuhan likened the vast network of communications systems to one extended central nervous system, ultimately linking everyone in the world.
I must confess that I agree with Marshall McLuhan’s thinking and find it painful that the creation of a global electronic village, where books could be referred to as obsolete, has become as intrinsic to our everyday living as it is ubiquitous in its worldly pervasiveness. He was a fount of aphorisms and used them with reckless abandon; “telephones are cool,” “Books are hot,” a hot medium was one that “allows less participation than a cool one.” he was a proponent of getting people to control media by understanding its effects.
McLuhan understood the power of the print media. According to him as printing superseded oral communication the eye superseded the ear as the primary sensory organ.
McLuhan, by using more than one analogy, makes sure that the reader understands it, thereby connecting with the reader.
References
McLuhan, M. (1964). The medium is the message. In Understanding media: the extensions of man, New York: McGraw-Hill. Retrieved on 12 March, 2018. http://web.mit.edu/allanmc/www/mcluhan.mediummessage.pdf
Whitman, A. (1981). Marshall McLuhan, Author, Dies; Declared ‘Medium Is the message.’ New York Times.
http://www.nytimes.com/books/97/11/02/home/mcluhan-obit.html. Downloaded on 12 March, 2018.
Keywords: Affordances, fragmentation of knowledge, abstruse.
Marshall McLuhan was a professor, philosopher and, like Jacques Derrida, a public intellectual. And like Derrida, he had a tendency to lecture in an abstruse manner to try and develop a discourse among his students and other audiences with regard to our relationship with media and technologies. We read excerpts from Marshall McLuhan’s book entitled “Understanding Media: The Extensions of Man,” in which we paid particular attention to his notion, “The medium is the message.”
What McLuhan was expressing was that when one engages in the consumption of content through a medium, that medium in turn shapes what the content becomes and what the messages will be. Any given medium has a number of affordances and constraints, and McLuhan is saying we should pay attention to this. For example, television is an oral, visual and nonverbal medium. It affords motion, light and sound to penetrate our eyes and ears, but he wonders what is that actually doing to us as we consume it? The constraints of television are that it only allows for one way communication- it “talks” to us, we cannot talk back…not to the extent that it would actually listen at any rate. It often constrains our other activities: we can’t speak to others or listen well, we can’t go outside and enjoy the day, etc. whilst engrossed with television.
Marshall McLuhan also came up with some interesting terms to consider with regard to media and technology. He says that hot media is media that requires very little participation, such as a book or a television show. Conversely, cold media requires more participation such as telephones, or in new media terms, text messaging and Skype sessions. He also coined the term, “global village” because even in his era, he noticed that the world was becoming “smaller” in terms of connectivity. The flip side of that was that when there is no longer much separation between thought and action, the danger is losing perspective and perhaps acting without thinking, such as sending an angry e-mail without sleeping on it, or posting an emotional message on social media before calming down, etc. Immediacy in technology is fun and often beneficial, but he warns that that same immediacy can be damaging.
McLuhan is not afraid of, nor advocating against, using technology. He is simply asking us as consumers, and even creators, of content through new media to be cognizant of what these technologies do, how they affect us, and how they may actually reshape our lives (and minds). He felt that media and technology were shaping people in ways that they were not aware. Moreover, to be oblivious to this impact, to blindly accept these technologies without awareness, opens the door for the technologies to perhaps control us or even oppress us—a sentiment that was echoed by Donna Haraway. In keeping with another thinker we have discussed, Bruce Mazlish, McLuhan also observed that our relationship with technology is a feedback loop. We create technologies through the aid of new media, the technologies improve and reshape our lives, and in turn we are then able to create even more sophisticated technology, and so on. McLuhan also influenced another writer we have discussed, Father Ong, who wrote about “secondary orality.” Print media from McLuhan’s era gave rise to a new glut of oral content and technologies. So we can see that reading Marshall McLuhan is reinforcing many of the readings we have already had which serve to make sense of our relationships with technology and language.
He emphasizes that in addition to being conscious consumers of technologies and media, we need also to be able to create content as well so that we may continue to hone our digital literacy. The onus is on us to be lifelong learners, for our own enrichment as well as to be competitive in the digital workforce.
In today’s class we analyzed a Canadian professor named Marshall McLuhan writing titled, “The Medium is the Message”. McLuhan was born in 1911 and passed away in 1980. He was a philosopher and a public intellectual. His interest was mainly in the field of media theory. He studied at the University of Cambridge, after that he started working at the English professor, where later lead him to move to Canada and teach for University of Toronto, where he also spend the rest of his life. McLuhan is famous for phrase, “the medium is the massage” which references to the medium and content. The medium that contains the message shapes what is possible like us the people. McLuhan’s warns that people need to be more aware of their surroundings and be the ones on charge of those surroundings. In his writing, he mentioned that people have to be more aware and know how to operate in certain media and not only one media in particular but many other, different mediums. In class we mentioned that both media and literacy will be important to see how people think of them. McLuhan proposed that the world was one whole community connected together through telecommunications which he defines as the global village. He received a widely recognized award in 1962 for “The Gutenberg Galaxy” which was titled the Governor General’s Award for the critical prose. This award that was given to McLuhan was considered the highest literary prize. After all, McLuhan was trying to address issues that were more complex to the people.
The Canadian philosopher Marshall McLuhan was born in Edmonton; he became English professor in many colleges. McLuhan’s book “The Medium is the Message” is the terminology for of the internet. He uses the comparison of the internet and global village metaphorically, this type of technology is refining our world in its image. McLuhan believed that electronic media shows the other side of the world. He mentioned how technology could cause both positive and negative effects, the automation of technology could turn human jobs downwards, fragmentation are the elements which are essential for machine technologies, and how it would influence our life. Despite the fact that technology is transforming us, we can still control it as long as how efficient it gets. We shape our technology by tools, and the technology is going to shape us. It forms with a technology correspondence; the medium controls human association and actions. McLuhan believed that electronic media shows another side of the word. For instance, the television plays in two ways, the oral side and the visual side. It complexly processes our mind with positives and negatives, the content of speech is the process of thought. “The medium is the Message” was originally named “The medium is the Massage” because of a typo. It inspired with McLuhan’s idea, and he prefers this title. It contains the content which shapes the possibilities of the message. The medium use determined it. Therefore, McLuhan conveys the signal which is the feedback from our technology could benefit in both fields.
Marshall McLuhan was an author, professor, public intellectual, and a polarizing figure in the 20th century. In 1936, he graduated with a B.A. in literature at Cambridge University. In 1962, he won the Governor General’s Award for critical prose for his book, ”The Gutenberg Galaxy” . Finally in 1966 he was appointed to the Albert Schweitzer Chair in Humanities at Fordham University where he was offered $100,000 to lecture students,his lectures were the opposite of note taking and unpredictable in nature. Mr. McLuhan was a man of many memorable quotes, one of his quotes explained the majority of his writings very well, ” A medium is not something neutral- it does something to people”. In relation to that quote we analyzed Mr. McLuhan’s 1967 piece, “The medium is the message”, ironically we discovered that there was a typo in the original copies of the collection of writings calling it, The medium is the massage. Mr.McLuhan decided to keep this error in his book as a reminder for people to be conscious of the effects of the media and the medium and how it operates on our thought process. Throughout the piece, he urges us to take control of the medium and not let it control us ,and our ability to produce content through the increase intake of media ( television, print advertisements, newspapers). One interesting concept that I thought we overlooked in class was his use of the word content, he refers to “content” as the activities made possible by the invention of something essential to all of the activities. He referenced the electric light and how brain surgery is possible because of the invention of the electric light and it got me thinking about his idea of the global electronic village. I think about how TV and video games are the “content” of the motion picture.
Marshall McLuhan coined the expression, “The Medium is the Message”. It is not only an expression that he created but it is also the title of one of his most important articles. What is meant by this expression is that any medium that contains a message or that contains some type of content is indeed shaped by that medium. All messages are ultimately determined by the medium used to convey them. Books and articles communicate messages much differently than radio or television. Emails or letters communicate messages much differently than if that message was communicated orally. McLuhan also recognized that not only does the medium shape the message but in turn that medium also shapes us as human beings. Much like Bruce Mazlish spoke on in “The Fourth Discontinuity”, McLuhan also realized that man and machines and/or mediums are continuous with each other because they change and augment our species entirely. Mazlish said that man was unable to accept or admit that he is continuous with the technology he makes. McLuhan on the other hand feels that man is blind and unaware to the fact that his technology alters him because he is too busy living in it. He says that we are “numb” to the fact that these mediums truly impact our lives. He warns against this and urges people to take the time to realize what is a good medium and what is a bad medium because they will affect the way we think and it is important for us to be in charge of what we let permeate our lives.
Marshall McLuhan, born on July 21, 1911 was a philosopher, an author, Canadian professor at Assumption University then St. Michael’s College. He was also a public intellectual and communications theorist who taught that “the medium is the message.” McLuhan used the key phrase “the medium is the message” in which he believed all messages are determined by the medium used. According to Whitman (1981), Mr. McLuhan used the terms ”hot” and ”cool.” A hot medium was one that ”allows of less participation than a cool one, as a lecture makes for less participation than a seminar, and a book for less than a dialogue.” He noted that medium, or technology that carries communication shapes us and we must be aware of what the media is capable of. He believed the way children are affected by watching television is not through what show they’re watching but from hearing and viewing the sounds and pictures on the screen, which is more involving than the child reading a book. He believed that electronic media could create an electronic world without books. We also use the term literacy to refer to our mastery of a medium, for example, digital literacy meaning knowledge of using computers. Through exposure to media, we gain literacy but there’s also a difference in knowing how to use a technology and being able to produce technology. Communication technology professionals must be capable of doing both, in many different types of media. The more exposed we are to media, the more we think inside of it, which changes the way we think. Similar to the concepts from our previous readings, McLuhan tells us that we need to understand, take control and not be overpowered by of all the technological changes.
Jessica L. Roman
ENG 1710
03.15.2018
Marshal McLuhan was a Canadian Professor of English, philosopher and public intellectual. He is widely known for being a pillar in the field of media theory and coined the saying the medium is the message and the global village. In his popular work “The Medium is the Message” McLuhan goes to great lengths to expose how we have become numb to media, their mediums and how they affect how we think and consume information.
Similar to Mazlish’s “The Fourth Discontinuity”, he holds that it is our pride that makes us believe we are not continuous with our media. McLuhan explains that mediums of our technology and media, like all technologies, are an extension of ourselves that allow the dissemination of information and expression in ways we could not without it. The message of a medium is how it changes the scale of our affairs. McLuhan also gives plenty examples of how the content of any medium is another medium, such as the content of writing is speech. His concern with this numbness we take toward our media technology is that it does not allow use to be critical of it. McLuhan does not aim to make us fearful of our media, but like with all our advancements, he wants us to use our agency and be aware so we are not mere puppets to our media.
The mediums we encounter shape how we interact and with our media. McLuhan described the differences as hot media and cold media. Hot media is less participatory, such as watching a television show. You may be engaged with it but there is rarely any participation on the part of the viewer. Cold media on the other hand allows for participation such as a teleconference. We discussed in class however that we can make a media cold and should endeavor to be not only consumers of out media but also creators.
Tyne Hazel
En1710
Professor Ellis
3/15/18
Marshall McLuhan’s “The Medium is the Message”
Language became a change in man that happened to become very pivotal over the course of time. After reading “The Medium is the Message.” the author, McLuhan, stressed the message of the writing was the medium shapes the message to its fullest potential. All messages are determined by the medium used. Affordances, meaning the qualities or properties of an object that define its possible uses or make clear how it can or should be used. The medium shapes us. We tend to understand what they are and understand what they change in us and the outcome of what it does to us. In the beginning, there are literacy issues, and it was our intention to gain literacy from consuming it. Different modes of communication lay together in a different median. Media–whether it be social or new–is a good example. New media which is new types of technology that are based off computers and tablets. Introduces technology, background information and research. Media does not influence or inspire our thought process, to practically is our thought process. McLuhan believed human beings are being consumed media. Producing and creating it. The more immerse one is the media the more sucked in we’ll get…
W.ritten
O.ral
V.isual
E.lectronic
N.overbal
More memory to us.
Ad populum, people presume the definition or representation of “medium” is the mass-media of communications – press, tv, radio and the web and they understand that “message” can be interpreted as content or information.
Marshall McLuhan observed ad became concerned with the fact that human beings tend to focus on the obvious. Being oblivious, the structural changes in our affairs were initiated indistinctly, or possibly in the remote future. Creating a new invention or idea many of its properties are obvious to us. We generally know what the innovation would do and that it probably will change or completely be replaced in the future. Human beings know what the benefits and detriments might be. But also, the case that, after a duration of time and experience with the new creations, we take a look backward and realize that there were some effects that we were entirely oblivious at the beginning.
Marshall McLuhan was a philosopher, public intellect in addition to being an English professor. He leads the way to various studies including media theory. His work “The Medium is the Message”, once mistaken as “The Medium is the Massage”, was written in 1967. It was a gathering of expressions to account how life was being amended by media. For that reason, the title demonstrated Mr. McLuhan’s idea that media changes one’s sensory feeling. At times the ideas of Mazlish are often sprinkled into McLuhan’s work. Mazlish introduced the idea that mediums become our prior experience interwoven into out action output.
The medium is, how Haraway would agree, our cyborg view of the world. Items such as papers, television, internet and the infamous smartphone, have altered our vision. McLuhan, alive during a primitive stage of technology, issues a warning about media and possible consequences. He often includes a take-charge approach when technologies are in use. One idea I agreed with McLuhan where problematic literacy issues can occur when overusing new innovations. When one becomes more skilled in one sense, often the other senses suffer. In this example, the sense is an ability. With media, there will also be excellent data resources as well as information with horrid means. Being able to understand and value both sides, makes a person invincible. Technology awareness and literacy accomplishments will generate a versatile individual.
Ideas of Ong were also recognized in this work. His ideas include media’s effect on one’s thinking and literacy. Therefore more submerged one stays in a medium, one comprehends ideas solely in that medium. Humanity should consider turning mediums into new ideas rather than allowing tools consume them.
A concept Professor Ellis introduced was Georgia Tech’s concept of “W.O.V.E.N.” This is meant to view different modes of communication. This approach is essentially is layered together in disclosure. Such a technique can make information more eventful for an audience. The acronym W.O.V.E.N. is made up of Written, Oral, Visual, Electronic, and Nonverbal communication. Such a concept gives depth to any topic being discussed.
Another idea is the perception that John F. Kennedy is “hot” person with a “cool” medium, in reference to his 1981 New York Times article “Marshall McLuhan, Author, Dies; Declared ‘Medium Is the Message,’” By Alden Whitman. A person has a “cool” dialogue includes expression intertwining with the W.O.V.E.N. concept. An example of someone who was not considered “cool” when exhibiting ideas was Richard M. Nixon. Nixon did not allow his words to reveal his personality as Kennedy did. Nixon’s medium did not make display well with his audience. Ultimately, it was Kennedy who won the Presidential election.
Hence, McLuhan’s “The Medium is the Message” illiterates the importance of not being confined to a medium. One must be aware of the medium itself and act with caution.
Nytimes.com. (2018). Marshall McLuhan, Author, Dies; Declared ‘Medium Is the Message’. [online] Available at: http://www.nytimes.com/books/97/11/02/home/mcluhan-obit.html [Accessed 13 Mar. 2018].
Marshall McLuhan (1911-1980) was a Canadian educator and scholar. His work is one of the foundations of the investigation of media hypothesis. “The medium is the message” is an expression authored by McLuhan implying that the type of a medium installs itself in any message it would transmit or pass on, making a harmonious relationship by which the medium impacts how the message is seen.
“The Medium is the Massage” exhibits how present-day media are augmentations of human detects. Media ground us in physicality Yet grows our capacity to see our reality to a degree that would be unimaginable without the media.
McLuhan depicted key purposes of progress in which individuals have seen the world and how those perspectives have been influenced and modified by the reception of new media. McLuhan’s work is an announcement of the way in which data is imparted has a significant impact on the individual getting the data than the data itself. The presentation of new media carries with it enormous social, mental, and basic change. Take a gander at what the presentation of the printing press improved the situation past societies, what the development of the radio did, TV, and the Internet. Regardless of whether the same correct data were introduced, the impact of that data (the message) is changed by the way in which it’s conveyed (the media).
In conclusion, McLuhan cautions us that we are regularly diverted by the substance of a medium, that blinds us to the character of the medium that is its impact or its message. In McLuhan’s words: “This is only that the individual and social outcomes of any medium – that is, of any expansion of ourselves – result from the new scale that is brought into our issues by every augmentation of ourselves, or by any new innovation.” Our cell phone has radically reshaped our capacity to impart, as well as drastically changing the way we convey and our use of shared information. In the process, we have quit composing by hand, overlooked how to spell and lost our abilities to retain and recover data.
On July 21 1911 Marshall McLuhan was born in Edmonton Canada. McLuhan’s work in the studies of communication and media theory were keystones to help us understand more the media and its influence. He wrote the book “The medium is the message” stating that the affect is not on the message instead is how we receive the message. The book was originally named “The Medium is the Massage” as a mistake but McLuhan loved so much the first edition was printed with that name. Even though this book was published in 1964 before social media, apps, smartphones, even laptops we can still relate to his message. We, as a society, are suffering with information overload. Everywhere we look we have information giving to us. Companies have invested millions of dollars to know the way it can grab our attention and that’s the problem McLuhan explains. Companies can make us want or think about something just by the way they show it to us even though we would never buy or think that way before. This is something to be aware of indeed and McLuhan added that we should be conscious about the information it’s shown to us. The best way to combat this is educating ourselves. If we know what they are trying to do it is easier to resist since they can provide good information at time. As consumers we need to think out of the box and see what information is beneficial for us and what it is not. Media is very powerful and they try to take advantage that power but nothing is more powerful that the power of knowledge. McLuhan died in 1980 in Canada.
Famous for his statement, “The medium is the message”, philosopher Marshall McLuhan has successfully emphasized that the technology that transfers the message changes us, and changes society. The introduction of new technological devices and media also brings about massive structural, psychological, and social alteration. When we take a look at each era of communication and technologies, we can see a vast change in differences. Cultures transitioned from being oral to more literature-based ones. The printing-press had initiated the gathering of the dependency of massive amounts of people. This began the era in which McLuhan thought the “media massaged the brain to behave in particular ways.” Now, we are so dependent on media that it is almost impossible to comprehend social and cultural changes. For example, the majority of a society’s social connectivity can rely solely on a mobile smartphone, which is a definite form of a medium through texting and phone calls. When you think about how communication and connectivity was prior to the invention of the smartphone, you would think back to instances of physically meeting up with someone or sending letters. The smartphone as an example itself has added onto the rapid exchange of messages, thus subtracting the reliability on old-fashioned means of connecting. A prime example used by McLuhan was that of the television. What makes a television a prominent medium? A simple act of using our eyes to watch a person on screen, or to use our ears to hear that’s person’s voice, all while being unable to conversate with that individual is the power of a medium. Our senses are completely taken over, however it comes at a cost. A television is merely an extension of our ears and eyes, a computer is an extension of our brain, and electronic media in general is an extension of our central nervous system. Our lives are dominated by our own, self-created extensions, and this is what should be feared. Marshall McLuhan’s work has brilliantly shed light on the issue of modern-day issues involving mediums, and well as the in-depth explanations as to what they truly represent in our societies.
References
McLuhan, M. (1964). The medium is the message. In Understanding media: the extensions of man, New York: McGraw-Hill. Retrieved on 12 March, 2018. http://web.mit.edu/allanmc/www/mcluhan.mediummessage.pdf :
Bobbitt, David. Teaching McLuhan: Understanding Understanding Media. Published 30 Dec 2011. Accessed 14 Mar 2018. http://enculturation.net/teaching-mcluhan
Marshall Mcluhan was a Canadian philosopher hailing from Edmonton, Alberta. He was born on July 21, 1911 and passed away on December 31, 1980. Mcluhan was a professor at the University of Toronto teaching English until his passing. Mcluhan was also an author and penned several books, the most notable being “Understanding Media: The Extensions of Man.” In the chapter The Medium is the Message, Mcluhan discusses “the medium is the message”. “The medium is the message”, in my summation, is basically whatever technology we use and its effects on us. A lot of times people blame technology for the faults of man. This is echoed by General David Sarnoff who states “we are too prone to make technological instruments the scapegoats for the sins of those who wield them. The products of modern science are not in themselves good or bad; it is the way they are used that determines their value.” We shouldn’t absolve ourselves from our actions and the consequences which are produced by them in using technology. For example, if a student is constantly using Facebook rather than studying and fails a test, it isn’t Facebook that is at fault for the students failure. The student failed because they chose to utilize their time looking at memes and chatting with friends rather than study. Technology is going to constantly evolve and with its evolution comes pros and cons. We have to take it upon ourselves to recognize and investigate these conditions and not let them consume our lives, even thought in this modern age thats a fairly difficult thing to do.
In today’s class we began by talking about Marshall McLuhan, the author of best seller, which sold out in million copies titled, “The Medium Is the Massage”. In his writing McLuhan tried to address complex issues. During his work he has won a wide recognition in 1962 for “The Guttenberg Galaxy”, the award was the Governor General’s Award for highest literary prize. In other words, it was a big deal award. His book is a collection of aphorisms illustrating how life was being transformed by media.
First of all, by looking at the title, it is seen that there is a word “massage” instead of the word “message”, this type at first was planned because the medium that contains the message shapes what is possible. The medium shapes us. McLuhans warning comes from this as we need to be more aware and be the ones in charge. Issues of literacy we gain by consuming medium by consuming it. There is a difference between consuming media and producing with media. People have to be aware on how to maneuver in the media not only media but many medium. Both media and literacy will be important to see how we think.
At the end, we also discussed the meaning behind W.O.V.E.N., this specific word is the way of thinking of different modes of communication. They are layered together in deafferent media and can be layered together strategically in order for us to learn. W.O.V.E.N. stands for Written, Oral, Visual, Electronic, Non-verbal. This should help all of the students with their studies.