Communication, medium, media, content, message, technology, perception, media studies, transmission
In his work, McLuhan studied the link between the content and the medium in the communication process. He played a capital role in the elaboration of modern communications studies by asserting that "The Medium is the message" (Understanding Media: The extensions of man, 1964). Indeed, as opposed to the commonly accepted theory that the content of a message is more important than its form, McLuhan stressed that communication media have themselves an influence on people. He, thus, introduced a new technological determinism: the media.
[...] Indeed, as opposed to the commonly accepted theory that the content of a message is more important than its form, McLuhan stressed that communication media have themselves an influence on people. He, thus, introduced a new technological determinism: the media. According to McLuhan, the transmission medium through which we receive the message exerts as much, if not more, influence on us than the content itself. The way we perceive the message is transformed by the medium that transmits it. The medium (radio, TV, newspapers, telephone, etc.) creates an environment that acts on our perceptions. [...]
[...] Independently of how it is used, a medium brings about changes by its very nature. The dominant technology of a culture establishes a pattern of thought in this culture (for instance, the world of typographic technology in the USA or France favours a way of thinking that is logical and linear). To him, the emergence of electronic technology will overturn our perceptions of the world. New technological means (railway) and as part of this, new media radio) reduce distances and entail an acceleration in communicating that is going to foster a new pattern of thought. [...]
[...] He studied engineering and modern literature at the University of Manitoba. He was first interested in symbolism and then worked on the ways of communicating thought through media and their consequences. He is particularly known for “the medium is the message”, the concept of “global village” and his distinction between “hot-” and “cold media”. McLuhan's work is viewed as one of the cornerstones of the study of media theory. He is considered by some as a prophet of the media. [...]
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