Marshall Mcluhan

who?pioneer of media analysisand pattern recognitionwhen?1911 - 1980where?canadawhy?there was a need forthe training of perception

Marshall McluhanMost well known books:

The Mechanical Bride: Folklore of Industrial Man1951

The Gutenberg Galaxy: The Making of Typographic Man1962

Understanding Media: The Extensions of Man1964

The Medium is the Massage: An Inventory of Effects1967

War and Peace in the Global Village1968

Counterblast1969

Marshall McluhanMost well known ideas / perceptions:

pattern recognition

the medium is the messagemeaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.

technological form matters more than contentor at the very least, has it’s own, unforeseen influences and affects thathave long term consequences on human beings

global villagewhich refers to the idea that mass communication allows avillage-like mind-set to apply to the entire world

unified theory of culture

communications media are technological extensions of our senses

society has shifted from WHAT is being said toHOW it’s being said

scientific processes dictate how a medium becomes a message

Print changed the world, the beginning of a new worldThe invention of books (movable type) was the decisive moment in the change from a culture in which all the senses partook of a common interplay to a tyranny of the visual. He also argued that the development of the printing press led to the creation of nationalism, dualism, domination of rationalism, automatisation of scientific research, uniformation and standardisation of culture and alienation of individuals.

Marshall McluhanSome great quotes:

We look at the present through a rear-view mirror. We march backwards into the future.

Invention is the mother of necessities.

Today each of us lives several hundred years in a decade.

News, far more than art, is artifact.

When you are on the phone or on the air, you have no body.

Tomorrow is our permanent address.

All advertising advertises advertising

The future of the book is the blurb.

A point of view can be a dangerous luxury when substituted for insight and understanding.

When you give people too much information, they instantlyresort to pattern recognition to structure the experience.The work of the artist is to find patterns.

Marshall Mcluhanlinks:

http://www.youtube.com/watch?v=faK9HUvH2ck

http://www.youtube.com/watch?v=_lG4XcX_ewg&feature=related

http://www.youtube.com/watch?v=Orm-urRidH8&feature=related

http://www.youtube.com/watch?v=FkflL6PTmo8&feature=related