Sept. 8-13 Notes
Sept. 8-13 Notes CMST 1111 - 001
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This 3 page Bundle was uploaded by Victoria Notetaker on Tuesday September 13, 2016. The Bundle belongs to CMST 1111 - 001 at Temple University taught by Scott Gratson (P) in Fall 2016. Since its upload, it has received 347 views. For similar materials see COMMUNICATION AND PUBLIC LIFE in communication and media studies at Temple University.
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Date Created: 09/13/16
Communications & Public Life – Sept. 8 & 13 Notes Marshall McLuhan (1911-1980) - Prophet of mediated determinism in the age of TV Background of McLuhan - English literature, University of Toronto - Compared US media to Canada media - First major book The Mechanical Bride based on advertising Book structured on popular culture Focused on newspaper & magazine advertising Images of mechanical tech dominated popular consciousness First time advertising student in texts Turns Inwards… To see how media effects our own identity Media document who & what we are – determines who & what we are - Developed in the idea the form or tech of media was more important than the content. Argued tech & media leads to great cultural changes - Reach accessible at any time, immediate information TV Ages Discussion of TV age – by the 60s TV was becoming international - Focused on streaming and screens, watch TV from phone and iPad, Netflix, Apple TV, Hulu. Multiple screens, multiple media functions - Will the TV eventually overpowered from culture based on new tech? History § Ages of Tech 4 Technology Ages 1. Oral/Primitive Age – dominate sense was oral, listening 2. Literate Age – visual sense became important (pre-printing press) no writing or reading. printing press 3. Print Age – two words: printing press. dominance of visual with print, changed culture, growth of religion, bibles (Latin) 4. Electronic Age – computer ages dominated & involve all senses never ending age – all senses became major players Part of History based on tech. - Real way to study history is what tech used. Example of history & tech – health tech, pacemakers, defibulators “More senses makes us true to a natural of human kind.” “Technology is the prime mover of the world; it can change the world.” Remediation Media supplies each other – systems, technique, styles, social significance - All media are extensions of each other, combo of old things. Sensorial Extension At Toronto McLuhan worked with economic historian Harold Innis “All media are extensions of some human faculty-physic or physical…” - Wheel extension of the foot horses à wagons à cars – created roads & highways - Book extension of the eye - Printing Press extension of the hand & eye (visual) Inkà written book à printing press à typewriter à computer - Clothing extension of the skin Senses control the world and revolution of technology & its progress. - Technology is an extension of the function of the human body. Major Other Works The Gutenberg Galaxy (1962) - Self-explanatory à the printing press (PP) created by Johannes Gutenberg à The message is the title of the book - PP created printing culture which lead to the rise of public culture - pushed for extreme uses of senses. Understanding the Media: The Extension of Man (1964) MEDIUM IS THE MESSAGE - road did not create transportation or the wheel in culture, simply extended human functions to progress society in tech. - its not the content it’s the medium. - medium is the main role & delivers the message - the medium molded “the scale and form of human association and action” - uses the lightbulb as example à lightbulb doesn’t provide information or ‘content’ but it changes society because it allows us to exist in darkness. Global Village The shift from visual to electronic media societies will change. - not a good thing as systems of control will be deep seated in the world. o motivated McLuhan’s research - learn languages through tech - connect with someone & their art Hot vs. Cool Medium Hot Cold Extends single sense in HD Use of senses in low definition ie: sharp image, HDTV High audience Low audience Less data Exludes Includes Straight forward Robert Heilbroner (1919-2005) – American historian economist researched economist, Adam Smith. - Suggest other way to look at economics in tech. DO MACHINES MAKE HISTORY? What makes machines? à humans Humans that have access to $$ Original Thesis - Something moved society from feudalism – economic ownership by landowners who became so by exchanged military service for lads to capitalism. ie: what is it? - Asserts that history is divided between modern and pre-modern, not chronological periods but as styles à how people think about themselves and what affects them. - The car in 1920s not change economy but also changed style & culture. Henry ford invented assembly line. Did not need education to be successful, just spot on assembly line. Human kind can now act beyond our control. No change in years, but rather how we view ourselves and our mentality. It’s not about periods in time, but how people think about themselves & what effects. Who controls what? - Asserts in premodern times, humans were acted upon beyond our control. Now, machines that we create end up affecting us. Technological Determinism is a symbiotic relationship. HEILBRONER CONTINUED ON THURSDAY I will upload another set of notes! Or add the rest of the Heilbroner notes to this PDF so it’s all organized.
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