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Media theory of Marshall McLuhan, brief history of mass production and objectified society and ways to use that knowledge to determine trends in the current media landscape.

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  1. 1. globalization & new media: theoretical context and macro trends
  2. 2. Fontys - FHJ - Internetjournalistiek - WG1 theo !2 ploeg, @theoploeg
  3. 3. understanding the impact of media
  4. 4. marshall mcluhan (1911-1980)
  5. 5. !7 toronto, 1930
  6. 6. McLuhan’s cycle of change The new media technology alters our sense ratios We invent a new media technology New models of reality give rise to new inventions The altered sense ratio alters our perception ‘we shape our tools and tools shape us’, ! Marshall McLuhan The altered perception changes the way we think With a new way of thinking we create new models of reality cycle of change
  7. 7. mcluhan's main thought #1: media are extensions of some human faculty
  8. 8. mcluhan’s main thought #2: the medium is the message
  9. 9. mcluhan’s main thought #3: walking backwards !12 the future into
  10. 10. ‘history is bunk’, henry ford
  11. 11. ‘History is more or less bunk. It’s tradition. We don’t want tradition. We want to live in the present, and the only history that is worth a tinker’s damn is the history that we make today.’ henry ford in chicago tribune, 1916
  12. 12. adam smith (1723-1790)
  13. 13. ‘The value of any commodity is equal to the quantity of labour which it enables him to purchase or command. Labour, therefore, is the real measure of the exchangeable value of commodities.’ adam smith in ‘the wealth of nations’, 1776
  14. 14. surroundings of manchester 1780
  15. 15. 9 early 20th century: capitalists!1as benefactor
  16. 16. fordism (1910 - 1965)
  17. 17. fordism: shopping as capitalist action
  18. 18. max weber: ’entzauberung der welt’
  19. 19. back to marshall mcluhan
  20. 20. ‘societies have always been shapes more by the nature of the media by which men communicate than by the content of the communication’ mcluhan as ‚technologal determinist’
  21. 21. tribal man living in acoustic space in between: man becoming more symbolic literate man living in the gutenberg galaxy network man living in the global village historical fases according to mcluhan
  22. 22. !26 acoustic space
  23. 23. • ear is dominant organ (sense) • community as powerful structure • hearing is believing • truth is fluid and non-lineair • time and place don’t exist • involvement and equality • myths characteristics of acoustic space
  24. 24. !28 liquid truth at the agora in athens
  25. 25. !29 gutenberg galaxy
  26. 26. around 1500 • eye as dominant organ (sense) • truth becomes universal • individual replaces community • hierarchy and centralization • privacy, distance and isolation • time and place becoming important • objectivity and rationality • sound becomes vision • seeing is believing • becoming as central human idea characteristics of gutenberg galaxy
  27. 27. books are vehicles for objectivity!31 and rationality
  28. 28. 2 the!3global village
  29. 29. newspaper as hot medium: they feel like a hot bath
  30. 30. !34 tv as cool, electric medium
  31. 31. !35 1960: US elections broadcast on tv
  32. 32. in Playboy (1969) ‘The computer thus holds out the promise of a technologically engendered state of universal understanding and unity, a state of absorption in the logos that could knit mankind into one family and create a perpetuity of collective harmony and peace.’ the electronic age
  33. 33. macluhan’s advice: don’t drown in the media mahlström
  34. 34. observe, take distance, find patterns
  35. 35. so, what macro trends do we see?
  36. 36. trend #1: news isn’t relevant anymore hierarchies implode, subjectivity, experience, emotions, involvement, liquidity
  37. 37. trend #2: storytelling is back subjectivity, experience, emotions, involvement, liquidity
  38. 38. trend #3: curating instead of classic journalism hierarchies implode, subjectivity, experience, emotions, involvement, liquidity
  39. 39. trend #4: mass is defragments in niches hierarchies implode, subjectivity, involvement, liquidity, being, networks
  40. 40. trend #5: local and global hierarchies implode, subjectivity, involvement, liquidity, being, networks
  41. 41. trend #6: the network is everything hierarchies implode, subjectivity, involvement, liquidity, being, networks
  42. 42. trend #7: just be subjectivity, involvement, liquidity, being
  43. 43. a few examples
  44. 44. thank you!