Signs abound indicating that Marshall McLuhan lives again in the 1990s, as the media and cultural transformations that he diagnosed continue to unfold. Wired magazine re-releases "The Medium is the Message" ( ISBN 1584230703 ). Lewis Lapham writes that McLuhan makes more sense now than ever in his introduction to the republished Understanding Media. TV and radio shows mention McLuhan. Plays are written, and performed in San Francisco and Ottawa. A CD-ROM appears, demonstrating how well McLuhan's ideas hold up in new media formats. Even the Economist routinely refers to the Canadian media guru in discussions of the meaning of new media.
See more at: http://www.mcluhan.utoronto.ca/mm.html - University of Toronto, Canada, of course! :)
Among other things, Marshall McLuhan said that, in operational and practical fact, the medium is the message. This is now a cliche, but I reckon not 10% of people actually understand what this means.
"The medium is the message" means, in short, that the characteristic of all media is the content of any medium is always another medium. For example, the content of your computer screen right now is writing, the content of writing is speech, the content of speech is an actual process of thought, which is in itself nonverbal, and even this can be further decomposed, ad infinitum.
Contributor: Fernando Alvares
( Topic last updated: 2004.05.23 09:20:56 AM )