“The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs”. (McLuhan, 1964,8). Discuss in relationship to two communication technologies that you think have had or are having the kind of consequences outlined by McLuhan and ‘medium theory’.
. Explain what McLuhan and other ‘medium theorists’ mean by ‘medium’ and the ‘medium is the message’
. select two communication technologies and outline what the current the state of research says regarding its impact on society and culture.
. Demonstrate how McLuhan’s statement and ‘medium theory’ more generally could be said to apply to the case studies you have chosen.
. outline also whether you think there are limits to seeing your case studies through the prism of McLuhan and ‘medium theory’ and whether alternative explanations are possible/more satisfactory.
hints for researching and writing the essay,
. re read the McLuhan E-reading and familiarize yourself with what is meant by the ‘medium’ approach to communication technology and its socio-cultural consequences, as well as debates/criticisms generated by this approach.
. select two communication technologies to research in depth (e.g, television, radio, the CD player, mobile phones, the ipod, the internet.
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