We have to see hot and cool media not in terms of static definitions but as dynamic concepts that are designed to get at the experience and effects of how we use media. For him, it was the effect the medium had that he was trying to get at. McLuhan indicates this in chapter 2 of Understanding Media where he writes: The new electric structuring and configuring of life more and more encounters the old lineal and fragmentary procedures and tools of analysis from the mechanical age.
But this is not unusual. Money is seen by many as a medium. But to come back to the technology point: While Mcluhan conflates media and technology….
First, he critizes and virtually dismisses it as always being a misleading reitification of a social process. A Critical Introduction 2nd Edition. And here lies a very important problem media theory has to tackle.
Perhaps this has to do with game studies trying to define itself within media studies without falling to the horseless carriage syndrome a metaphor by McLuhan — stage of media development in which it is discussed in terms of previous media.
Or, in extension of this, symptomatic of convergence. Exemplary of non-representation to him is dancing. At the same time though — to me it seems this might be creating too much loose sand on which no theories can really be constructed.
What I have problems with grasping though is the remediation aspect, that the medium does not have a message because it only contains another medium. Where does this stop?
If the content of writing is speech, is speech another medium and then what does it contain? I understand this lack of the message better in seeing media as institutions of power in relation with the other articles for this weeksocial relations and technological determinism fit in here.
I was missing this somehow in chapter 2. Also thinking about more traditional media being valued exactly for their coolness, because the mind has to do more work, and because people are bored of hot media like preferring to do away their tv to listen to the radio and read books instead.
Cooler media then seem to be more of a challenge and a feast for the senses and mind then.
Therefore it comes as little surprise that H. Elzensberger denounces McLuhan as a ventriloquist delivering mystique. However, even if this mystique becomes what Karin calls loose sand, I tend to buy it for a few reasons.
This is where I personally do not see much difficulty to embrace the conflation of media and technology as in my view that leaves room to discourse on both of them. It could be questioned whether the emergence of new or reemergence of old media L.
Manovich points out that in fact we are not inventing new forms of culture: And if media are the extension of ourselves, how do they reflect on the way we change in the mediated environment?Understanding Media: The Extensions of Man [Marshall McLuhan, W.
Terrence Gordon] on r-bridal.com *FREE* shipping on qualifying offers. When first published, Marshall McLuhans Understanding Media made history with its radical view of the effects of electronic communications upon man and life in the twentieth century. This edition of McLuhans best-known book both enhances its .
UNDERSTANDING MEDIA is a challenging, zesty, occasionally outrageous book that was first published in and sent media studies -- and their applications to such fields as advertising --straight into orbit/5.
How might Marshall McLuhan’s theory of hot and cold media be used to explain the surge of interest in mobile technology, especially text and picture messaging? Marshall McLuhan in ‘Understanding Media’ (, p43). McLuhan’s theories have recently been given new life with the onset of the Internet; however, they can also be.
Home › Literary Criticism › Key Theories of Marshall McLuhan. Key Theories of Marshall McLuhan By Nasrullah Mambrol on April 7, • (1). Punning that one of his books was a ‘collide-oscope of interfaced situations’, the Canadian literary critic and internationally renowned media theorist, Marshall McLuhan (–), also hints at how his .
Marshall McLuhan Understanding Media The extensions of man London and New York. CONTENTS PARTI 1 Introduction 3 1 The Medium is the Message 7 2 Media Hot and Cold 24 control depressions, and that is a better understanding of their development." Examination of the origin and development of the.
Though McLuhan’s Understanding Media was published in , his ideas and theories are still quite relevant in the 21st Century world, especially with the rise of the internet, as alluded to in the previous paragraph.