Introduction
- McL. created concepts that are thought of as second nature now. "The Medium is the Message" refers to the idea that media itself trumps the content that the media sets forth (1960's)
- Difference between "hot" and "cold" media
- Culture is moving back to a more tribal nature because of the media
- McL. was one of the first "academic celebrities"
- He combined a mockery of sorts, "irreverence," with seriousness
- McL. believed that new technologies and new ways of thinking should be celebrated and explored, and that people would be doing themselves a disservice by ignoring new technologies and keeping to old ways.
- References last chapter of The Gutenberg Galaxy
- Changes in typography technology shifted Western ways of thinking
- As our world became more consumer-marketing oriented, so too did literature morph into the role of a "consumer commodity..." something to be "packaged'
- Things created without work - because of automation - because of the assembly line, create "uncertainties"
The Medium Is the Message (1964)
- "...the personal and social consequences of any medium... result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology..."
- Is it the machine, or the what the user does with the machine? The medium? or the message?
- "content" is always another medium in addition to whatever medium is being used to display the message
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