M.I.L | LECTURE 02

• Marshall McLuhan

  • (1969)
• Marshall McLuhan

  • Renowned Canadian communication theorist from the University of Toronto, provides a clear story on how media evolved through technological determinism.
• Technological determinism

  • It is a theory that believes technology is a steering factor in how a society develops its structure and values.
• Marshall McLuhan

  • THE EVOLUTION OF MEDIA
  •  FOUR EPOCHS OR AGES OF MEDIA
• TRIBAL AGE

  • People discover fire, developed paper from plants, and forged weapons and tools with stone, bronze and copper.
• TRIBAL AGE

  • Prevalence of Oral Communication
  • People relied on face-to- face interactions.
  • Auditory senses as method of communication
  • Dominant auditory senses of life (Oral Society)
• EXAMPLE FOR TIBAL AGE

  • Cave paintings (35,000 BC) pictographs and petroglyphs
  • Papyrus in Egypt (2500 BC
  • Clay Tablets in Mesopotamia (2400 BC)
  • Acta Diurna in Rome (130 BC)
  • Dibao in China (2nd century)
  • Codex in Mayan Region (5th century)
• AGE OF LITERACY & PRINT AGE

  • People use the power of steam, developed machine, establish production and the manufacturing of various products.
• AGE OF LITERACY & PRINT AGE

  • Introduction to Phonetics
  • Lessening the role of other senses.
  • Writing is a form of linear communication
  • Dominance of sight over the sensory balance
• PRINT AGE

  1. Invention of Gutenberg press or movable type
  2. Books were reproduced by thousands
  3. Dominance of visual space and logical thinking
• Homogeneity

  • Where people spoke and wrote in the same language.
• JOHANNES GUTENBERG

  • Movable type is the system of printing and typography that uses movable components to reproduce the elements of a document (usually individual letters or punctuation).
• EXAMPLE FOR AGE OF LITERACY & PRINT AGE

  • Printing press for mass production (19th century)
  • Newspaper production (1600s)
  • Typewriter (1800)
  • Telegraph (1840s)
  • Telephone (1876)
  • Motion Pictures (1890)
  • Sound films (1894)
  • Punch Cards (1930s)
• ELECTRONIC AGE

  • The invention of transistor ushered in the electronic age. People harnessed the power of transistor.
• ELECTRONIC AGE

  1. Dominance of electric media.
  2. Invention of television.
  3. Television was the newest form of media.
  4. “Global Village”
• EXAMPLE FOR ELECTRONIC AGE

  • Transistor Audio (1950s)
  • Commercial Television (1940s)
  • Large Electronic Computer (1950s)
  • EDSAC (1947) Electrical Delay Storage Automatic Calculator
  • UNIVAC 1 (1951) Universal Automatic Computer 1
  • Personal Computers (late 1960s)
• INFORMATION AGE

  • Products and services that provide information or entertainment using computers or the internet.
• INFORMATION AGE

  • Digitally produced as interactive and requires at least a two-way of communication.
• INFORMATION AGE

  Transforming the end users of media from being mere “receivers” of messages into “senders” who are also able to create content themselves.
• EXAMPLE FOR INFORMATION AGE

  • Web Browsers
  • Social Networks
  • Instant Messaging and Video Conferencing Sites
  • Portable Computers & Mobile Phones