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CMST Fall 2016 - Sept. 8 Notes

by: Victoria Notetaker

CMST Fall 2016 - Sept. 8 Notes CMST 1111 - 001

Victoria Notetaker
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These are notes from Sept. 8 class, discussions and information from the textbook. There will be more information on McLuhan next week, and I will provide notes for Heilbroner as well. Hope the...
Scott Gratson (P)
Class Notes
McLuhan Class Notes, Discussions and Textbook Info





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This 3 page Class Notes was uploaded by Victoria Notetaker on Friday September 9, 2016. The Class Notes belongs to CMST 1111 - 001 at Temple University taught by Scott Gratson (P) in Fall 2016. Since its upload, it has received 199 views. For similar materials see COMMUNICATION AND PUBLIC LIFE in communication and media studies at Temple University.


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Date Created: 09/09/16
Communications and Public Life – Dr. Gratson 9/8/2016 Marshall McLuhan (1911-1980) – the prophet of mediated determinism in the age of TV Background of McLuhan - English literature, University of Toronto - Compared US media to Canada media - His first major book The Mechanical Bride based on advertising o Book structured on popular culture o Focused on newspaper and magazine advertising o Images of mechanical tech dominated popular consciousness o First time advertising studied in texts. § Ads discussed in class – SuperBowl Ads cost up to $10 million a minute Turn Inwards… To see how media effects our own identity. Media document who & what we are – Determines who & what we are - Developed the idea the form or technology of media was more important than the content. o Argued tech & media leads to great cultural changes. - Research accessible at any time, immediate information. TV Ages Discussion of TV age – (by the 60s TV it was becoming international) - Focused on streaming and screens, watch TV from phone and iPad – Netflix, Apple TV, HuLu o Multiple screens, multiple media function. - Will the TV eventually overpowered from culture based on new tech? History Ages of Tech Four Technologically 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, and involve all senses never ending age – senses main player Part of history based on tech. - Real way to study history is what tech used. Examples of history and tech - Healhy technology; pacemakers, neurostimulator “More senses, makes us true to a natural state of human kind” Gratson disagrees ^^^ Communications and Public Life – Dr. Gratson 9/8/2016 “Technology is the ’prime mover’ of the world; it can change the world.” Remedation 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 facutly-psychi 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 & senses eye (visual) ink à 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 created by Johannes Gutenberg. - The message is in the title of the book o The printing press created printing culture which lead to the rise of public organization creating a true nation. o Pushed for extreme use of senses, visual. Understanding the Media: The Extensions of Man (1964) - THE MEDIUM IS THE MESSAGE o For example, the road did not create transportation or the wheel in culture it simply extended human functions to progress society in technology. o It’s not the content it’s the medium, o Medium is the main role & delivers the message. o It was the medium that molded “the scale and form of human association and action” o Uses the lightbulb as example – the light bulb doesn’t provide information or ‘content’ but it changes society because it Communications and Public Life – Dr. Gratson 9/8/2016


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