Marshall McLuhan is famously known for his coining the word 'Globalization'.
Here I will try to take some notes from his very essential book "Understanding Media".
(Routledge publication,1964)
The book is divided into two parts, of which the first part has seven chapters and twenty six for the second part.
The introduction begin with a report from 'The New York Times' that is of a 'small mouse' who (presumeably had been watching television) allegedly reported of attacking a little girl and her 'full grown cat' ...'Both mouse and cat survived, and the incident is recorded here as a reminder that things seem to be changing'.
The 1st chapter of the part-1 is titled as "The Medium is the Message". "Many people would be disposed to say that it was not the machine, but what one did with the machine, that was its meaning or message......machines altered our relations to one another and to ourselves"
The chapter-2 is titled as "Media Hot And Cold"
Chapter 4 is "The Gadget Lover" and subtitled 'Narcissus as Narcosis'.
'It is from the Greek word 'narcosis', or numbness...The nymph Echo tried to win his love with fragments of his own speech, but in vain. He was numb. He had adapted to his extension of himself and had become a closed system'.... With the arrival of electric technology, man extended, or set outside himself, a live model of the central nervous system itself.
Chapter-7: Challenge and Collapse
The Nemesis of Creativity
"...Archimedes once said, 'Give me a place to stand and I will move the world.' Today he would have pointed to our electric media and said, "I will stand on your eyes, your ears, your nerves, and your brain, and the world will move in any tempo or pattern I choose."
*************
Now lets go to the Part-2
Chapter 8: "The Spoken Word" Flower of Evil?
Chapter 9: The Writ Word
An Eye for an Ear
...Civilization is built on literacy because literacy is a uniform processing of a culture by a visual sense extended in space and time by the alphabet. In tribal culture, experience is arrange by a dominant auditory sense-life that represses visual values.
Chapter 11: Number
Profile of the Crowd
..In the theater, at a ball game, in church, every individual enjoys all those others present. The pleasure of being among the masses is the sense of the joy in the multiplication of numbers...
" you feel better satisfied when you use well-known brands."
Chapter12: Clothing
Our Extended Skin
... Privacy, like individualism is unknown in tribal societies, a fact that Westerners need to keep in mind when estimating the attractions of our way of life to nonliterate peoples.a.
Clothing, as an extension of the skin, can be seen both as a heat-control mechanism and as a means of defining the self socially.
Chapter13 Housing
New Look and New Outlook
If clothing is an extension of our private skins to store and channel our own heat and energy, housing is a collective means of achieving the same end for the family or the group.
... Many readers are familiar with the way in which James Joyce organized Ulysses by assigning the various city forms of walls, streets, civic buildings, and media to the various bodily organs. Such a parallel between the city and the human body enabled Joyce to establish a further parallel between ancient Ithaca and modern Dublin, creating a sense of human unity in depth, transcending history.
Baudlaire originally intended to call his "Fleurs du Mal, Les Limbes", having in mind the city as corporate extensions of our physical organs... The city as amplification of human lusts and sensual striving had for him an entire organic and psychic unity.
14) Money
The Poor Man's Credit Card
15) Clocks
The Scent of Time
18)The Printed Word
Architect of Nationalism
20) the Photograph
The Brothel-without-Walls
21) Press
Government by News Leak
22) Motorcar
The Mechanical Bride
29) Movies
The Reel World
30) Radio
The Tribal Drum
31) Television
The Timid Giant
33) Automation
Learning a Living
Here I will try to take some notes from his very essential book "Understanding Media".
(Routledge publication,1964)
The book is divided into two parts, of which the first part has seven chapters and twenty six for the second part.
The introduction begin with a report from 'The New York Times' that is of a 'small mouse' who (presumeably had been watching television) allegedly reported of attacking a little girl and her 'full grown cat' ...'Both mouse and cat survived, and the incident is recorded here as a reminder that things seem to be changing'.
The 1st chapter of the part-1 is titled as "The Medium is the Message". "Many people would be disposed to say that it was not the machine, but what one did with the machine, that was its meaning or message......machines altered our relations to one another and to ourselves"
The chapter-2 is titled as "Media Hot And Cold"
Chapter 4 is "The Gadget Lover" and subtitled 'Narcissus as Narcosis'.
'It is from the Greek word 'narcosis', or numbness...The nymph Echo tried to win his love with fragments of his own speech, but in vain. He was numb. He had adapted to his extension of himself and had become a closed system'.... With the arrival of electric technology, man extended, or set outside himself, a live model of the central nervous system itself.
Chapter-7: Challenge and Collapse
The Nemesis of Creativity
"...Archimedes once said, 'Give me a place to stand and I will move the world.' Today he would have pointed to our electric media and said, "I will stand on your eyes, your ears, your nerves, and your brain, and the world will move in any tempo or pattern I choose."
*************
Now lets go to the Part-2
Chapter 8: "The Spoken Word" Flower of Evil?
Chapter 9: The Writ Word
An Eye for an Ear
...Civilization is built on literacy because literacy is a uniform processing of a culture by a visual sense extended in space and time by the alphabet. In tribal culture, experience is arrange by a dominant auditory sense-life that represses visual values.
Chapter 11: Number
Profile of the Crowd
..In the theater, at a ball game, in church, every individual enjoys all those others present. The pleasure of being among the masses is the sense of the joy in the multiplication of numbers...
" you feel better satisfied when you use well-known brands."
Chapter12: Clothing
Our Extended Skin
... Privacy, like individualism is unknown in tribal societies, a fact that Westerners need to keep in mind when estimating the attractions of our way of life to nonliterate peoples.a.
Clothing, as an extension of the skin, can be seen both as a heat-control mechanism and as a means of defining the self socially.
Chapter13 Housing
New Look and New Outlook
If clothing is an extension of our private skins to store and channel our own heat and energy, housing is a collective means of achieving the same end for the family or the group.
... Many readers are familiar with the way in which James Joyce organized Ulysses by assigning the various city forms of walls, streets, civic buildings, and media to the various bodily organs. Such a parallel between the city and the human body enabled Joyce to establish a further parallel between ancient Ithaca and modern Dublin, creating a sense of human unity in depth, transcending history.
Baudlaire originally intended to call his "Fleurs du Mal, Les Limbes", having in mind the city as corporate extensions of our physical organs... The city as amplification of human lusts and sensual striving had for him an entire organic and psychic unity.
14) Money
The Poor Man's Credit Card
15) Clocks
The Scent of Time
18)The Printed Word
Architect of Nationalism
20) the Photograph
The Brothel-without-Walls
21) Press
Government by News Leak
22) Motorcar
The Mechanical Bride
29) Movies
The Reel World
30) Radio
The Tribal Drum
31) Television
The Timid Giant
33) Automation
Learning a Living
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