Marshall McLuhan’s media theories

• Who is the theorist discussed in the guide about media and technology?

  Marshall McLuhan
• What is the phrase coined by Marshall McLuhan regarding media?

  The medium is the message
• What does "the medium is the message" imply?

  The way a message is communicated is more important than the message itself
• What are some examples of different media mentioned?

  TV, newspapers, magazines, video games, social media
• How did McLuhan view the impact of printed newspapers on society?

  The impact of printed newspapers is more important than the actual articles within them
• In which decade did Marshall McLuhan develop his ideas?

  The 1960s
• What is technological determinism as discussed by McLuhan?

  Technology has a huge impact on developing society and culture
• What are the different ages of communication according to McLuhan?

  1. Tribal Age: Verbal communication, unifying, face-to-face interaction
  2. Literacy Age: Development of written communication, more individual and independent
  3. Print Age: Mass distribution of information, increased isolation and independence
  4. Electronic Age: Global distribution of information, increased connectivity
• What characterizes the Tribal Age in McLuhan's theory?

  Communication was verbal and unifying, requiring physical presence
• How did the Literacy Age change communication?

  It allowed for more private and independent communication
• What was the significance of the Print Age?

  It enabled mass distribution of information, leading to increased isolation
• What does the Electronic Age represent in McLuhan's framework?

  Global distribution of information and increased connectivity
• What term did McLuhan coin to describe the interconnectedness of people through technology?

  Global village
• What are the four considerations McLuhan suggests we evaluate about media?

  Enhancement, obsolescence, retrieval, and reversal
• What does it mean for a technology to be considered obsolete?

  It means the technology is no longer needed or has died out
• How does McLuhan suggest new technology can retrieve past communication methods?

  By enabling personal communication over long distances
• What does McLuhan mean by "reversal" in the context of technology?

  It refers to how technology can change behaviors or preferences completely
• What example does McLuhan use to illustrate reversal in music consumption?

  The shift from streaming music back to vinyl records
• Why is Marshall McLuhan considered a useful theorist in media ecology?

  • He analyzes the effects of new technologies on society
  • He provides a framework for understanding communication evolution
  • His concepts are applicable to modern media, including social media