understanding new media extract_311126

7/30/2019 Understanding New Media Extract_311126

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C H A P T E R 1

New Media and Marshall McLuhan

An Introduction

Much of what McLuhan had to say makes a good deal more sense today thanit did in because he was way ahead of his time. Okwor Nicholaas writ-ing in the July , Dy Cpo (Lagos, Nigeria)

I dont necessarily agree with everything I say. Marshall McLuhan

1.1 Objectives of This Book

T objv of book o vop of p oooy of M ML, o I pv of -y oboo. W o o o o. W o o p- o o o ML () UnderstandingMedia: Extensions of Man f f o py UM. I p objv op o p ML f-o y of . Of objv o v b of ML voo-y boy of ok, of oo z b of k of of y ML y o v o ok.

Pp M () Ap , Toronto Star of ypoj v b y ovo fo book po- of ML o :

Soy b y, ML . H o vy pb y,

b o o oo, fo Po o I,


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understanding new media: extending marshall mcluhan

o bk o o y bo vo op

po of oo .

A b of book, o bop, v b boML fo b of ff ppv. T k k o b ML ok y fo ppv of o y p o p o oy p o op o o . T o py o p o . Ty fo o fo y o pov o of . Iy o o I o y o o b of oo o of ML ok.

A f of o qo bov ML bo p. H y y of , b , o y vy . H po, o of poo o ff o. I fo o f o k k o y o o o . W I bv f f o of o o o y.

1.2 The Methodology Employed and What the ReaderCan Expect to Find in This Book

P I o o y vop o of o ooo- bko o o y. P II o ML UM P III fo o . I v o p op book o , b b of oy

of vop of p, o o of op py o fb. T o op p P II fooML o o UM fo Cp o . B b y v o P II, op of P II bfo o P III. T fov o jp fo o p o o o o o y oy p. I o o y o y yo o ypk. I v o ypk by pk oo

f p (y.), f o Cp y,So y.. Rf o o of App, o o (A.). I op f pov f, b I o I vp vy . I fo v k o f po of o-f. T vop of


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o b p poo, opy of v, k y , o b, o . Tfok yo jp o yo book. Ao oo fy o f o k of Wb : www.webopedia.com, o oy fo op Iooy fo. Ao oo o .kp.o, oyop b ..

B op of o f I v of ofWb-b o book. I v f o URL. I vb o of b v ob f o o. I I o

yo k of Wy Bk M (p://b.v.o/), b v Wb fo b of y. I y b o ov oWb p I p o o v o o . I v fo Gb.o book (.).

To y o poj I v UM p o yz p fo of y o ML v po o of . A UM, f v p op P vo o o

ooo , o ML b UM. Cp App b o oooy ML y of ooy, o fo o o b oooypoy p of ML ok. Cp o ofoo o o ML oo of ff o p- fo of b o by o vo fy o ooy. Cp ML oo of oo of o, , oo o o

o y, of p-o oo of v . I Cp b o of p- v . I Cp pov ovvof p of b o -. I Cp b ooy , opo y of ko ooy z ooy o of y. T ooy y f, ov, j b o y.I Cp yz o of o o oo of ffo oo yboop p. T p of book, op PII III, vo o v , UM.

I P II, o of Cp o , p pof UM p yz ML


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. I p y y of v poo of v . A MLpo o, f o . T v o o op v of p. W b o y o b o of o op o fo of .

F () fo op of o of fozo zo. T fozo of o [p] y y, -pp by. T zo of o , o o , po-

by o v b z b pfo fo, TV. My o v b bofoz z op o o , o b z fo o CD o b o-o o Po. W foz o z o v bfo by .

I f , ov, o o v fo p-po pp. Fo p, yp y y o b

b p by o po o op kybo po-v p py fo b k ov by op o-o p. B yp kybo vv, oy, yQWERTY fo. T p, o o , pp o.

I P III (Cp ) oo MLv o b by fy b p fo.E p vo o v p of po of Cp , of yb o-

v oo Cp , b oo o p b opo of o k po-b fo o o .

1.3 What Are the New Media?

T f o o -v, opo o-y oo, vov o fo of op

oppo o o po, o, TV. T o , o o o q op ooy, o p ofo o k of op ooy, o o yo oo o y oo , f-o oob. My by ob o


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op p v. W v o qoo k o fy y v . W o qoo k y o o o o. To b ff ooy y oy . W oy TV o b f p of of y b o v f bov. TV opo fo vo o TVo y (.) b, o o, f p of .

O fo of o fo of o o.So b by o ob , o, vo, -

v , v y, Wb, , , po, PDA P Po o BkBy, op ppo, y o of foob by po op. Lv Mov fo o b

fo v o op o y o op fo bo:

Wb , -op f, v o, VR, , op ,

op o, v o, p ff f , v

op o. (p//:.ov./Soko/oko_yb)

Bo G (, p. ) f of o: W

po of o o o o f of . Ty o oo y o o (ibid., p. ). If o o o fo o ? I f o ML,o obv f o of o o (A.).

A pob Bo G k po o o fo o y. W bo o fo p y y fo o

y o fo v o of (ibid., p. ). O , o o o o o f of oooy.

T o , ov, pp o o of o o . T o fo po-k o, pok o po o of byop voby pob. W o

po bo f/o op A..A po o b o

o fo o p , o pob po of I Wo


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W Wb. Ao o y b o by o op po o b oo , y v p o v, ok o f (Wof, b, p. ). Ao po o -o of pop N Wb vy y, y ff v bo of p y o N. T Wb N o ff fo TV o b y o-po o-y oo. I fo f b o o pv vy v .T b of ovzo o o poko f-o-f o po ovo o opo-

y v, b y of y v o.

T p o ppo of o o o- j pv p of foo b v po of o foo (.). T y o o (.), p-p v o oo (Cp ), Wb (Cp ), bo(Cp ), b o CD (.), Wb oboo oo (Cp ),po (.), off po v By (.), o py f I (Cp

), o oo b of foo.T o pov o fo vy po o by Jo

L, o v y po.

T f f fo o , of o, b o of py y

o j o, b ofo of o o of k. W

v k Wb o oy of v po, b

v po f, o fo pop o o . T oy

. (Bok, , Cp )

T of , of o, v. W ML -yz vo oo of . A yv po y b o pp o y . T oy f o of v ff fo ML () UM. I p ( Cp ) qo of y (o ) ofML y, , ff fo (o v )

of o , y , o y f pbo of UM.T ML of o-o f op, o y ffp op o oo p- p, ok, by , pp. Ao f


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op ML o o , y o v y oy po op o y y b o , o o o fo of .

W bo oy y , y k o-k o, foo y vy ypo, o, fo, v, yp-k, pp o of, y fo . T y I bv ML y of of y, y , ofoo of o, ok, oy v q p.

I p ML UM of o yz v pp pbo of UM. So of o -

y oz , b y b o k o pop. H v p o, vo , f, po-oop, po op, o UM.

W v fy f o b o , b v y f o f y by . W f o b k bo o j oo of opo, b o opo of v, p, o o by bo po o of

. I of bo o o po o (.).

1.4 The Changing Figure/Ground Relation with the New Media

O poj op o y yz v UM f pp. I o o o j o poj o o of . ML p-z po of f-o op o of f o k o o o (A). W fo - o ML UM o of o of v , . W ov y of f MLb o oo v f , f of v ko oby, o o -y vo po ML y.

To b o oy v- o fo o o v . Ao ML op oo yof , y , y of pb-o of UM o f op o of . Ao,


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op ML y o v oy b o o b job, bo po p of b o job, y o fo o op. T o op, o, o y. W of oop, I, , Wo W Wb, po, oo foo o y v f of vy T of o p o ovo o -yz ML UM. F of , o b o of , o o o. T o of o ML -

p; ; b; poop; poy; o o-, o, ov, vo fo of o vo. Bozkok(, p. ) o po, My y po oo fo y off p of o f b o p.

A o o o o o fo o of v , fo ff p of o v . Ro, vo, ov

o y UM f p. Tyv o o pov f fo TV Doby o op o fo ov, b o oyof p. T oy o , p o ff o oy v .

U o of o y b po p of ppo ML po, of ooy. U o bo v o

b of ov f k b v o zo. Bo G (, p. ) p - :

C oo (of ) o o oy fo y of -

oo fo f, b o fo y o o .

E pp ok of , o, oo o; ok

o ooy.

O y o v f fo

b f by o b of -o. T oy oo of b of vy o fo o o o oo .


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Wo v b of op o o, po o by Do() S (b). So o o po o fobj py o f fo , b o ovo o ov oo y v op o oo. T o q v f o o o, o by f- o py/pp vo.

J o oy b f of o o o .Ho o o o o o o pok o o p o o -o o bo pok o?

1.5 A New Media Taxonomy

O of I v oz fo y bo o b o . Mov (, p. )o pob po po.

T pop of f of op fo

bo bo poo. Aoy, b o

op (Wb o book) o o b ; b o pp o. Sy, poop p o CD-ROM

q op o b v o ; poop

p book o.

I Mov o o bo v zo o , v bfo by op zo. B o foby zo o y . Mov vo

pob by o fy . H f p- W I N M (ibid., p. ). By vo oz k of fy o ; oo of y po, b, o b.

O ppo ff fo of Mov foo ML UM y v po of o, o o of pop of Cp Cp fy fo pop o -

of .B o of objv of y o p UM, I v o

by v o k o y p of zo o o ML yz P II o v UM P III. Fo p,


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o I f bov , v, opo o-y oo, vov o fo of op.

I P II of book ML yz UM, vo ook o b o .Fo p, Cp p o, o

jo, book, z. T bo o oy of , b b y fo p o Cp . O o of by v, o o , b fo by zo p Cp P III, , b bo b foo.

A b of o b P II b y p- zo of UM. T poop o pyv b o oy p pvy by CD CD py (bo-o o b op), Wk, MPpy, Po. W fo Cp , TPoop N Mo of Ro M.

Mov o b obo by b fo by . T vo , VCR v, DVD (

v ) v v p o ov b Cp, Mov. O v p ov, op, Wo W Wb, po, v T. T p o ov o b Cp , b v b o p p P III .

Moy o , o bo obob b fo by ATM Wo W Wbo -o, op b Cp , Moy.

T po b p by v f, p, po, of p po b Cp , T Tpo. T po b Cp PIII b foy p y byo p fo of -po vo oo.

T of oo , Wb o, Wb TV, MobTV v p bo o vo. T p b pv p, y Cp , Ro, Cp , Tvo.

T of y b of o , , vo op . Ao o bo o oy of v o o o oo Cp , G.


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1.6 A Medium Is a Technology Is a ToolIs a Language Is a Medium Is a

I o o p o po oo o book of , ooy, oo o yoyo. A of o-o, fo p, oo o ooy. T ovbyp p p ML yz bo Gutenberg Galaxy UM bo oo o ooy of oo. T ovb yp p p oo o ooy, f-o of p p of of oo.

A oq of , o b oovo of oo o by. I ooy bo , ML, o o oy (y) b o fo of oo foo po, of p, , , , op, I. T f op f o foo ooyppo y oo o b , , ooy f o. T ooy fo Gk o tech-nologia, y , f v fo techne,

Gk o , logos, pp.M book, po, o, vo ff fo oo

, boz, p, bb, b o o vy po ovp. T o obvo o fo oo v o o of o fo of ooy. O o, ov, oo bo , fo p of bb o p o v o. T o, , o o oo v fo oob, p,

, pvy. T oob, p, v o p f. Moov, oob fo ok of bo ybo, ybo of bo, ybo of o poy, o v fo pvy. T o f-o of oob of po py of oby.

1.7 Standing on the Shoulders of a Giant

T poj I v op o book o p-o of ML , b p o b f of by ook o v o of ML obk y,Understanding Media. I p o p UM I b vy bo. B


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ML o b ok fo o o of , y Ho I, I p o o o of y oM ML, o I obo fo y. I fooo o of Ho I The Bias of Communication, ML o,

I p o k of y o bookThe Gutenberg Galaxy fooo o ob-

vo of I o bj of py o oq, f of

of p. F by o I o o ok of , I

fo f o ok. I y oo fo o b Mv O.

Ho o o o vy p v poo -

o poo. (I, , p. , ML foo)

Ao book o o fooo o o

Understanding Media y o y p pp- o . A po I b k, I v o k I pb of o j o k, py v of p p o bj of o f o.

I y ov o k o k.So o y of ML ppo. O o fo o p b p p by o bf y. A f

Do T, ML f o ofThe Virtual McLuhan, y f P Lvo, o ofDigital McLuhan, j o bj.Bo of o book v b fo y poj. Hv ok ML fo y v pb bo , I f by o UM p I o off o o o pb. Yo, , b j of . Gv bp, ov, ooy v, book b b po po of po y o

. A ML o jok, o f vybook obo by o o .

1.8 McLuhan on New Media

T v . O y fo o b b o o o b . Fo o o of k

ML bo of y ov y o f fo o . T qo pk fo v po o, b po o book oo o of oy o o p kof ML b . (T qo


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p of oo pp The Essential McLuhan by E ML Fk Zo []. T of qo p by E. ML Zo foo qo.)

T o b b ; y .(, p. )

Toy b o o o j - k fo o of o, b q po of po. (, p. )

N y f pp o of o fo ov b p of o. B oboy o k

k of ppo po y pob fo Gk o o v o y o kobfo . I y p pob. I o y o . (, p. )

I fok ooy o j p f. (, p. )

A v o o o o, o o v oo p. I v o opp o f

p poo fo . (, p. )

I p po oooy ML vop o y ooy. W k of of o o y of o op of oo I v .

understanding new media extract_311126

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