CS213 Lecture 3.docx - Lecture 3 The message of the electric light is like the message of electric power in industry totally radical pervasive and

CS213 Lecture 3.docx - Lecture 3 The message of the...

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Lecture 3: The message of the electric light is like the message of electric power in industry, totally radical, pervasive, and decentralized For electric light and power are separate from their uses, yet they eliminate time and space factors in human association exactly as do radio, telegraph, telephone and TV, creating involvement in depth General David Sarnoff Technology is neither good or bad, it is what you do with it McLuhan o Rejects idea that technology is neutral o Technology extends and suppresses Sarnoff fails to recognize that technology don’t just add on to what we already are, but they transform us o Tools shape the world, and the solutions to a problem are what is in the toolbox If you don't have the tool you can't solve the problem Tools transform who we are o Thinks that some technologies are bad E.g. atom bomb, there is no good use to an atom bomb McLuhan For any medium has the power of imposing its own assumption on the unwary o
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