English_12_notes - u25cf u25cf u25cf u25cf u25cf...

This preview shows page 1 - 2 out of 5 pages.

Marshall McLuhan Professor, philosopher from Alberta Coined “the medium is the message” in 1958 Theorizes that the media through which we consume content is just as important and influential as the content itself When a new medium is introduced it has consequences for people and for society Argued that modern tech would have sociological, aesthetic, and philosophical consequences for the world We experience the world differently because of these media Medium: the mode or form through which something is expressed Can be art (paintings, photos, dance, poetry, music, etc.) Can be information (essays, articles, broadcasts, etc.) Can be advertising (billboards, magazine ads, sponsorships, etc.) Can be business (letters, phone calls, websites, emails, etc.) Lightbulb is “contentless medium”—it enables us to do things without actually containing anything Whenever analyzing a work, we have to analyze the medium it’s in too and figure out why the creator chose the medium they chose Example: radio The first radio designs emphasized deeper frequencies, so male radio hosts sounded fine while female radio hosts sounded shrill This quirk *of the medium* affected how women were perceived by society—so it was *a message* Fragmentation has had a profound effect on society Assembly line: each person tightens a bolt instead of building the whole carriage—work is fragmented and more efficient Schools: each teacher teaches a different subject instead of general education—instruction is fragmented and more efficient Limitations of movies Can’t be more than ~3 hours long Audience can’t construct visual models in their head A text is “multimodal” if it combines two or more semiotic systems Semiotic: relating to signs or symbols Text w/ images, images/w sound, etc. Comics, videos, text w/ embedded images, websites, ballet Semiotic systems: Linguistic (relating to language, written or spoken) Visual (relating to color, lines, and still and moving images) Aural/audial (relating to volume, pitch, rhythm, music, SFX) Gestural (relating to movement, speed, stillness, facial expressions, body language, intonation) Spatial (relating to proximity, direction, position, layout, organization, objects in space) 1984 Totalitarianism: centralized, dictatorial state that demands complete obedience to it and controls the means of production and all aspects of life Dictator: A ruler with unlimited governmental power, ruing absolutely and oppressively Fascism: when the state has all power and a charismatic leader, suppresses opposition, and “exalts nation and often race above the individual” Nationalism: loyalty and devotion to one’s nation to the detriment of all others—emphasizes its own culture and interests Socialism: advocacy for the idea that the means of production, distribution, and exchange should be owned or regulated by the community as a whole communism: system in which goods are owned in common and are available to all, private property is abolished

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture