The MEDIUM is defined as an extention of the mind or body
‘Media, by altering the environment, evoke in us unique ratios of sense perceptions. The extension of any one sense alters the way we think and act – the way we perceive the world. When the ratios change, men change.’
McLuhans 3 Ages..
PRE-LITERAL/TRIBAL AGE which is where verbal communication was developed (invention of writing 4000 BC)
PRINT AGE where there is a dominant medium eg. book..
THE ELECTRIC AGE/DIGITAL AGE- the rise of electronic media, for example cinema, radio and television (birth of the computer 1945)..We are now here, in the DIGITAL AGE.
The Rear-View Mirror
‘We look at the present through a rear-view mirror. We march backwards into the future.’
Also mentioned in the lecture was COOL media which is simple, easy to take in information in small doses, whereas HOT media is more concentrated such as going to a cinema rather than watching a film at home on the television (COOL media)
No comments:
Post a Comment