In this chapter, we will discuss about Marshall McLuhan (July 21, 1911 - December 31, 1980). Marshall McLuhan was a Canadian educator, philosopher and scholar- a professor of English Literature, a literacy critic, a rhetorician and a communication theorist. McLuhan's work is viewed as one of the cornerstones of the study of media theory. He is also known for the expressions "the medium is the message" and "global village". McLuhan was a fixture in media discourse from the late 1960s to his death and he continues to be influential and controversial figure. More than ten years after his death he was named the "patron saint" of Wired magazine. (resources from www.wikipedia.org)
From the view of Media is massage, McLuhan stated that the media massage or pummel us, or perhaps he was making a pun on the new"mass-age". From this view, how we choose to deliver the message is more influential/important than what we want to deliver.
"We shape our tools and they in turn shape us."
This concentration on the medium and how it conveys information -rather than on the specific content of the information is the focal point of "the medium is the massage. "
Meanwhile, on the view of Media is the Message, our resources is limited and hence man needs to use tools to enhance the resources. Technology works as extension of human body and how it affect our relationship with one another. This extension occurs when an individual or society makes or uses something in a way that expands the range of human body and mind in a new fashion. In other words, whenever a new technology is invented, the lifestyle changed. For example, the selling of Ipad and cellphones.
The extension of technology causes amputation, which eliminate the older or inconvenient technology. The automobile amputates bicycles, and it results the place develops in different manner. The invention of gun power amputates archery and eventually turned it into a sport rather than a weapon.
Fail! =X
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