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Marshall McLuhan mcluhan (Born 1911 (1962 (1964 (1967 (1968 (image, Death …

- - - - 1967
        
        1968
        
        Death 1980
        
        War and Peace in the Global Village a book by Marshall McLuhan and Quentin Fiore. This book contains a collage of images and text that illustrates the effects of electronic media and new technology on man.
        
        The book depicts our planet made ever smaller by new technologies and electronic information travelling around the globe at the speeds of light; eroding the rules of the linear and literate world.
        
        Medium is the massage
        
        "The medium is the message" is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. Essentially the form of which you receive information changes how you perceive it. Whether the message you receive is on from the tv, radio, or internet, it is
        the medium that is more important than the message itself.
        
        the Message
        
        The three Ages & their Mediums
        
        The literary age
        The age of writing provided an extension to the acoustic medium, as information could be shared without the need of another individual being present. McLuhan claimed it abolished all mystery, created an architecture, provided laws, rules and regulations; along with preservation and sharing of information. All this helped create the foundation for where our civilization stands today.
        
        The Print age
        The printing press changed Europe forever with it's capacity to reproduce information at a much faster speeds with boundless quantities.
        In his book, McLuhan also states that the age of the printing press "confirmed and extended the new visual stress, It provided the first uniformly repeatable commodity, the first assembly line for mass production."
        McLuhan aslo argued that the development of the printing press led to the creation of nationalism, dualism, automatisation of scientific research, uniformation and standardisation of culture and the alienation of individuals.
        
        The Acoustic age
        McLuhan refers to the first period in our history as the tribal age, also known as the acoustic era due to the primary senses of hearing, touch, taste, and smell being more strongly developed than the ability to visualize.
        
        McLuhan's title of his book the Medium is the Massage was a mistake made by his typesetter, but was kept due to McLuhan's liking of the play on words. McLuhan stated that these mediums massages the brain, it takes hold of them, rubs them up, bumps them around; essentially it forces change in senses.
      - Understanding Media (1964)
      - The Extensions of Man is a book by Marshall McLuhan, in which the author proposes that the media, not the content that they carry, should be the focus of study
      - In part one, McLuhan discusses the diffrences between Hot & Cool mediums.
        In part two McLuhan analyses each medium in a manner that exposes their form, rather than the content of each medium.
      - Cool Medium
        low definition (less data)
        high in audience participation
        engenders holistic patterns
        tribalizes
        includes
        organic
        collapses space
        creates vertical associations)
      - Hot Medium
        extends single sense in high definition
        low in audience participation
        engenders specialization/fragmentation
        detribalizes
        excludes
        uniform, mechanical
        extends space
        horizontally repetitive
      - The Medium is