Mcluhan believed that electronic media shows the other side of the world. This reissue of understanding media marks the thirtieth anniversary 19641994 of marshall mcluhans classic expose on the state of the then emerging phenomenon of mass. Terms and phrases such as the global village and the medium. Terms and phrases such as the global village and the medium is the message are now part of the lexicon, and mcluhans theories continue to challenge our. When first published, marshall mcluhans understanding media made history with its radical view of the effects of electronic communications upon man and life in the twentieth century. The extensions of man the mit press new ed by mcluhan, marshall, lapham, lewis h. Mcluhan argues that for too long media studies has been distracted by the content of. Commonly asked questions about mcluhan the estate of. Terrance gordon argues that understanding media occupies a central place in mcluhans work but also says that the book defies summary. Nicholas lemann, sunday herald mcluhan sings of the furthest reaches of electronic culture, when computer technology has replaced language with instant nonverbal communication.
Understanding media is mcluhans explanation of the games which media plays as well as his explanation of media as extensions of man. When marshall mcluhan first coined the phrases global village and the medium is the message in 1964, noone could have predicted todays informationdependent planet. The medium itself, rather than the content, is the message, he asserts, and turns to inspect the manner in which it affects us. The director of the center for the study of the extensions of man at the university of toronto, marshall moluhan here investigates the psychic and social consequences of technological media on man and his societies. This reissue of understanding media marks the thirtieth anniversary. Understanding media is still the essential read on how the medium is, more and more, the message itself. Mcluhan states in understanding media, any hot medium allows of less participation than a cool one, as a lecture makes for less participation than a seminar, and a book for less than dialogueour own time is crowded with examples of the principle that the hot form excludes, and the cool one includes 23. The extensions of man 1964 by media theorist and public intellectual marshall mcluhan was a major work that helped inaugurate the field of new media, which seeks to create ways of linking visual, aural, and functional design with other arts and sciences to reshape theory and public life.
Philip marchand in an april 30, 2006 toronto star article unaware of my project nevertheless described my motivation for writing this book and the importance of mcluhan to understanding new media. The extensions of man is a 1964 book by marshall mcluhan, in which the author proposes that the media, not the content that they carry. An introduction to mass communication is adapted from a work produced by a publisher who has requested that they and the original author not receive attribution. I stumbled upon mcluhans book understanding media on that very same summer of 20, buried in a heap of books at the old, woodanddust. Marshall mcluhan understanding media the extensions of man. The extensions of man is a difficult read because of mcluhans rambles and lacking evidence to support his many ideas on media as an extension of who we are as creators and consumers of content, as well as his philosophy that the medium is more important than the content it produces. Understanding media by marshall mcluhan, hardcover. Michaels college and director of the institute of culture and technology at the university of toronto, brings an essentially thomist and catholic sensibility to a field of study which has been traditionally dominated by theorists with a. Understanding media by marshall mcluhan, 9780415253970, available at book depository with free delivery worldwide. The extensions of man, and the medium is the massage, and more on. Mcluhans book the medium is the message is the terminology for of the internet. This edition of mcluhans bestknown book both enhances its accessibility to a. Understanding understanding media andrew mcluhan medium.
The medium is the message because it is the medium that shapes and controls the scale and form of human association and action. Marshall mcluhan in his book understanding media 1964 became famous for erecting a whole structure of aesthetic, sociological, and philosophical theory upon this fact. Mcluhans most famous saying, the medium is the message, was explicated in the first chapter of his most successful book, understanding media, published in 1966 and still in print. According to mcluhan, games are dramatic models of our psychological lives providing release of particular tensions qtd. See all books authored by marshall mcluhan, including understanding media.
Terms and phrases such as the global village and the medium is the message are now part of the lexicon, and mcluhans theories continue to challenge our sensibilities and our assumptions about how and what we communicate. This means that the content of media is the expression of another form of media. What mcluhan does like the authors stated is not explain in descriptive terms the media, but process oriented direction of experience. It is set up like any useful text with the first part being the theory, while the second part contains the practice. He believed that the message of electronic media foretold the end of humanity as it was known. Marshall mcluhan mcluhans view of a mediasculpted society of the future. Do not be discouraged if you find it a difficult read. To begin understanding media, mcluhan introduces hot and cool media, explaining that one medium interprets another medium in the content. This reissue of understanding media marks the thirtieth anniversary 19641994 of marshall mcluhans classic expose on the state of the then emerging phenomenon of mass media. Buy understanding media the extensions of man the mit.
Mcluhan understanding media the extensions of man london and new york. He explains in the theoretical part that media is the extension of man. This adapted edition is produced by the university of minnesota libraries publishing through the elearning support initiative. He uses the comparison of the internet and global village metaphorically, this type of technology is refining our world in its image. The extensions of man by marshall mcluhan 1964 chapter 1 the medium is the message marshall mccluhan in a culture like ours, long accustomed to splitting and dividing all things as a means of control, it is sometimes a bit of a shock to be reminded that, in operational and practical fact, the medium is the message. The article presents the book understanding media, by marshall mcluhan.
The book is a cautionary tale for marketers today who hear the webs siren call and ignore the power of the spoken word. Understanding media contains the mixture as before. Understanding media, harpers editor lewis lapham reevaluates mcluhans work in the. Yet mcluhans insights into our engagement with a variety of media led to a complete rethinking of our entire society. Everyday low prices and free delivery on eligible orders. He extends his inquiry beyond the expected media of. Along with the success of his 1962 book the gutenberg galaxy, which describes how changes in communication technologies e. If you are trying to understand what society has become or what society is becoming, you must read this book. The philosophy of and the philosophical roots of marshall mcluhan and the media ecology school is to develop an understanding of how mcluhan was able to make the. This edition of mcluhans bestknown book both enhances its accessibility to a general audience and provides the full critical apparatus necessary for scholars.
The medium is the message, 50 years later pacific standard. The book is a cautionary tale for marketers today who hear the webs siren call. When first published, marshall mcluhans understanding media made history. It sold very well for a rather abstruse book and brought mcluhan widespread attention in intellectual circles. Extensions of man is a critical analysis of media studies which offers a new approach. He appeared on the dick cavett show and the cover of newsweek. The extensions of man is by far mcluhans greatest book. Understanding media is a timeless analysis of how language, speech and technology shape human behavior in the era of mass communication. Noone, that is, except for a handful of science fiction writers and marshall mcluhan. But it remains to be seen whether the new, fluent materials of communication are going to make so very many changes. Marshall mcluhan books list of books by author marshall. That all things created by man have come from mans own experience. Understanding media was written twenty years before the pc revolution and thirty years before the rise of the internet. He then turns to analyzing the forms of common media from the 1960s.
204 17 185 900 669 800 80 380 945 220 669 877 686 681 1535 1151 541 1205 1487 1075 70 1106 7 1377 622 156 1373 1178 1462 31 605 436 267