Marshal Mcluhan

Topics: Wii, Marshall McLuhan, Mass media Pages: 5 (1677 words) Published: April 16, 2012
We live in a world, which is dominated with technology. Marshall McLuhan theorized that technology will and has become an extension of the human body in order to improve on it and better its functional value and we shall all be united in a “Global Village”. In this essay, I shall cover some information about Marshall McLuhan, his theories, and analyze the Nintendo Wii gaming console using a tetrad of questions to explain his theory. Marxism and Capitalist Society

At its core, Marxism critically analyses HYPERLINK "" \o "Critique of capitalism"capitalism and the theory of HYPERLINK "" \o "Social change"social change. They aim for a classless society, in which the value of a product directly reflects the amount of labour that went into it rather than its mere esthetic value. However, a capitalist society believes that anyone can sell his or her labour to an employer. Something can gain a value purely for its commodity purposes. As a capitalist society, our environment exists on a multimedia scaffold. It has become the main means of communication development and Interaction. Marshall McLuhan

Marshall McLuhan was not a Marxist theorist as such, yet his theories touched on similar key points. Being a literary critic and HYPERLINK "" \o "Communication theory"communications theorist, McLuhan's work has been viewed as one of the cornerstones in the study of HYPERLINK "" \o "Media influence"media theory. In his book, HYPERLINK "" \o "Understanding Media: The Extensions of Man"Understanding Media: The Extensions of Man, McLuhan coined the phrases "HYPERLINK "" \o "The medium is the message"the medium is the message" and "HYPERLINK "" \o "Global Village (term)"global village". What he means with the phrase “the medium is the message” is simply that the form of a medium embeds itself in the message, because the medium influences how the message is perceived and creates a symbiotic relationship between the two. McLuhan proposes that HYPERLINK "" \o "Mass media"media itself, not the content it carries, should be the focus of study. He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself. McLuhan believed that print media was the greatest influence in society. It took us from a primarily oral society, where the only means of spreading news or information was through verbal interaction with another person. When print media came about, this all changed. Suddenly information and news was printed, and all that needed to be done, was read. As print media heightened our visual senses, our verbal communication and interaction declined, leaving people far more private. This caused individualism to blossom, as social skills declined. With the introduction of the electronic age, we were acquainted with an audiovisual environment and given the opportunity to interpret the information in more than one way. With this, McLuhan then stated that different medium provoke different levels of participation from the individuals who consume it. He coined these differences as Hot and Cool Media. According to McLuhan, technology is an extension of the body. It improves, and helps us perform at a better rate, and does what the body cannot do on its own, be it some means of transport that is an improvement on walking, or something as primitive as a shovel too help us dig. Every extension is based on one before, and is normally seen as an improvement on its predecessor. However, when technology is over-extended, and starts to tip the...
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