MIL lesson 2

• Marshall McLuhan


  Renowned Canadian communication theorist from the University of Toronto
• Technological Determinism


  A theory that believes technology is a steering factor in how a society develops its structure and values
• By Johannes Gutenberg


  Invention of the movable type mechanical printing press
• Movable type


  The system of printing and typography that uses movable components to reproduce the elements of a document (usually individual letters or punctuation)
• 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)
• Age of Literacy


  • 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


  • Invention of Gutenberg press or movable type
  • Books were reproduced by thousands
  • Dominance of visual space and logical thinking
  • Homogeneity: where people spoke and wrote in the same language
• Three keys of Innovation

  • Affordable Personal Computer
  • Digitization of Information
  • Internet
• 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)
• Age of Literacy


  • 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


  • Invention of Gutenberg press or movable type
  • Books were reproduced by thousands
  • Dominance of visual space and logical thinking
  • Homogeneity: where people spoke and wrote in the same language
• Invention of the movable type mechanical printing press by Johannes Gutenberg

  Print age
• Movable type


  System of printing and typography that uses movable components to reproduce the elements of a document (usually individual letters or punctuation)
• Electronic Age


  • Dominance of electric media
  • Invention of television
  • Television was the newest form of media
  • "Global Village"
• Three keys of Innovation (Dr. W. James Potter, 2008)


  • Affordable Personal Computer
  • Digitization of Information
  • Internet