Media Theory Notes
Week 1
McLuhan Text: Understanding media, the extension of man
Media as the extension of body and mind
Aim of the book: "Some of the principal extensions, together with some of their psychic and
social consequences, are studied in this book. "
o Talks about the psychic and social consequences of media
Explosion and implosion - the opposition that Mcluhan uses to explain what he thinks media
is doing to society
Explosion Implosion
Mechanical age Electrical age
Trains, cars, e.g. - technologies that allow Radio, TV, telephone
us to explore more of the world
Colonialization, industrialization Globalization, information age
Body and space - travelling Mind, abolish time and space
Makes the world bigger - you get to Makes the world smaller - connected to
explore more of the world other people across the world, makes
the world feel smaller
Global village - everyone brought
together in one place due to digital
technology. Able to relate to anyone
around the world as if they were your
neighbor in a village
Page 42, paragraph 3
o There is a frustration/problem that needs to be solves
"Thus, the stimulus to new invention is the stress of acceleration of pace and
increase of load."
o Amplification
By creating these 'extensions' we want to amplify what these parts of our
body does
E.g. a phone amplifies the function of the ear - the ear can hear
other parts of the world through the phone
o Amputation - to find a new equilibrium
These media 'extensions' creates an imbalance -
E.g. when we use our phones, we don't pay attention to other things
"such amplification is bearable by the nervous system only through numb-
ness or blocking of perception. "
You aren't really aware of what the extension does anymore
You don't really think about what you post on social media
Page 45, paragraph 1
o Sense ratio
, As one sense is used focused more than the other, percentage ratios will
change
o "Use of technology conforms men to them"
People become addicted to technology
Capacity is amplified, but also amputated because of the use of technology
o Servomechanism
"man becomes, as it is, the sex organs of the machine world"
Man keeps developing new technologies
1. Stimulus = irritation
2. Extensions - technology is made
3. Autoamputation or amplify
4. Consequences - servomechanism
a. Equilibrium
b. Numbness
c. Sense ration
d. Closure
Nomothetic
Generalizable claims that can be argued against
Week 2
Williams - Television
Part A
o Technological determinism is criticized as it keeps technology out of the social
construct
Part B
o All the different parts that was needed to create television already existed
E.g. electricity etc
But because of the social need for this technology, it was put together and
invented
Part C
o The social need to communicate with people in a uniform way while they had their
own privatised life
The people who were content being in their own bubble - e.g. in their
perfect homes etc.
Part D
Part E
o The monopolies
o Who gets the power/control of television
5 theoretical approaches to technology
Technological determinism
Is a reductionist theory which claims that technology determines the shape of society. The social
structures and moral/cultural values are thought to be determined by technology. Strong and weak
versions
1. Direct and unilinear impact
2. Mediation through societal features but nevertheless having a causal relationship
Criticism
Week 1
McLuhan Text: Understanding media, the extension of man
Media as the extension of body and mind
Aim of the book: "Some of the principal extensions, together with some of their psychic and
social consequences, are studied in this book. "
o Talks about the psychic and social consequences of media
Explosion and implosion - the opposition that Mcluhan uses to explain what he thinks media
is doing to society
Explosion Implosion
Mechanical age Electrical age
Trains, cars, e.g. - technologies that allow Radio, TV, telephone
us to explore more of the world
Colonialization, industrialization Globalization, information age
Body and space - travelling Mind, abolish time and space
Makes the world bigger - you get to Makes the world smaller - connected to
explore more of the world other people across the world, makes
the world feel smaller
Global village - everyone brought
together in one place due to digital
technology. Able to relate to anyone
around the world as if they were your
neighbor in a village
Page 42, paragraph 3
o There is a frustration/problem that needs to be solves
"Thus, the stimulus to new invention is the stress of acceleration of pace and
increase of load."
o Amplification
By creating these 'extensions' we want to amplify what these parts of our
body does
E.g. a phone amplifies the function of the ear - the ear can hear
other parts of the world through the phone
o Amputation - to find a new equilibrium
These media 'extensions' creates an imbalance -
E.g. when we use our phones, we don't pay attention to other things
"such amplification is bearable by the nervous system only through numb-
ness or blocking of perception. "
You aren't really aware of what the extension does anymore
You don't really think about what you post on social media
Page 45, paragraph 1
o Sense ratio
, As one sense is used focused more than the other, percentage ratios will
change
o "Use of technology conforms men to them"
People become addicted to technology
Capacity is amplified, but also amputated because of the use of technology
o Servomechanism
"man becomes, as it is, the sex organs of the machine world"
Man keeps developing new technologies
1. Stimulus = irritation
2. Extensions - technology is made
3. Autoamputation or amplify
4. Consequences - servomechanism
a. Equilibrium
b. Numbness
c. Sense ration
d. Closure
Nomothetic
Generalizable claims that can be argued against
Week 2
Williams - Television
Part A
o Technological determinism is criticized as it keeps technology out of the social
construct
Part B
o All the different parts that was needed to create television already existed
E.g. electricity etc
But because of the social need for this technology, it was put together and
invented
Part C
o The social need to communicate with people in a uniform way while they had their
own privatised life
The people who were content being in their own bubble - e.g. in their
perfect homes etc.
Part D
Part E
o The monopolies
o Who gets the power/control of television
5 theoretical approaches to technology
Technological determinism
Is a reductionist theory which claims that technology determines the shape of society. The social
structures and moral/cultural values are thought to be determined by technology. Strong and weak
versions
1. Direct and unilinear impact
2. Mediation through societal features but nevertheless having a causal relationship
Criticism
