Likewise, the message of a newscast about a heinous crime may be less about the individual news story itself (the content), and more about the change in public attitude towards crime that the newscast engenders by the fact that such crimes are in effect being brought into the home to watch over dinner. McLuhan states that "a light bulb creates an environment by its mere presence". He describes the light bulb as a medium without any content. It is a medium without a message, as it were, unless it is used to spell out some verbal ad or name." The light bulb is a clear demonstration of the concept of "the medium is the message": a light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness. In Understanding Media he wrote: "The instance of the electric light may prove illuminating in this connection. McLuhan understood "medium" as a medium of communication in the broadest sense. McLuhan argues that a "message" is, "the change of scale or pace or pattern" that a new invention or innovation "introduces into human affairs". It rubs them off, it massages them and bumps them around, chiropractically, as it were, and the general roughing up that any new society gets from a medium, especially a new medium, is what is intended in that title". And so the title is intended to draw attention to the fact that a medium is not something neutral-it does something to people. Throw Something Lovely Away Today.' This is a very effective way of getting people to notice a lot of things. There's a wonderful sign hanging in a Toronto junkyard which reads, 'Help Beautify Junkyards. The title "The Medium Is the Massage" is a teaser-a way of getting attention. A later book, The Medium Is the Massage was originally to be titled The Medium is the Message, but McLuhan preferred the new title, which is said to have been a printing error. McLuhan frequently punned on the word "message", changing it to "mass age", "mess age", and "massage".
SMEDIUM MEME MOVIE
Therefore, the message of the movie medium is this transition from "lineal connections" to "configurations." Extending the argument for understanding the medium as the message itself, he proposed that the "content of any medium is always another medium" – thus, speech is the content of writing, writing is the content of print, and print itself is the content of the telegraph. Taking the movie as an example, he argued that the way this medium played with conceptions of speed and time transformed "the world of sequence and connections into the world of creative configuration and structure". For McLuhan, it was the medium itself that shaped and controlled "the scale and form of human association and action". McLuhan says "Indeed, it is only too typical that the 'content' of any medium blinds us to the character of the medium". The content of the medium is a message that can be easily grasped and the character of the medium is another message which can be easily overlooked. McLuhan uses the term 'message' to signify content and character. He showed that artifacts such as media affect any society by their characteristics, or content. McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. " The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter in his Understanding Media: The Extensions of Man, published in 1964. The phrase was coined by Marshall McLuhan
0 kommentar(er)
