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Summary Lecture and Text week 2 part 2 - McLuhan
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Summary Lecture and Text week 2 part 2 - McLuhan. Everything you need to know for the exam.
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📖Week 2.2 - Medium
Class Media Theory
Categorie Class Readings
Date
Materials
Status Done
Type Exam prep
Toronto School of Communication Theory
Key argument: communications systems and technologies structure our
individual psychology and our culture/society
The form and function of media communication is more important than the
content
(Trans)historical research: comparing different eras/periods and formulate
general principles (nomothetic)
Conclusion: communication technologies are the engine of socio-historical
change
We invent technologies, but our inventions also shape / reinvent us
Harrold Innes (1884-1952)
Media of civilizations influenced how civilizations develop
Writing on stone vs on papyrus
Stone: durable, but heavy → stayed in one place, close-knit civilization
Papyrus: not durable, but portable → spreading out of knowledge and
culture
The material was more important than what was written on them
Week 2.2 - Medium 1
, Marshall McLuhan
Context
famous media theorist around 1960’s
mostly wrote about TV
looking for general laws (nomothetic)
builds on Innes, translates to the media of the electronical age
Positioning Roadmap: came from structuralism (critical theory), is also related
to culturalism, predecessor to some form of new materialsm
Understanding media - 1964
The medium is the message
it’s not about what the medium shows us (content), but what does the medium
itself (form and function) tell us about society?
every medium will rubb of on a society; it wil mold it, unfluence it.
if you don’t understand the form, you don’t fully understand the messsage
the way in which we receive information, influences how we interpreted it
the medium itself has a far bigger effect on society than the content
Week 2.2 - Medium 2
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