Marshall McLuhan is a visionary that studied how the media effects individuals and society. His concepts are important to consider when studying any medium. We will use some of his concepts as we consider the impact of Social Media and its application to marketing.
Items cited in my video
- Book: The Medium is the Massage
- Book: Marshall McLuhan: You Know Nothing of My Work!
- Article: Technology may be altering how brains work
Cultural Icon - scene from "Annie Hall"
On "The Medium is the Message" (one of his most famous quotes)
Each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message.
The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs. The railway did not introduce movement or transportation or wheel or road into human society, but it accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure. This happened whether the railway functioned in a tropical or northern environment, and is quite independent of the freight or content of the railway medium. (Understanding Media, NY, 1964, p. 8)
What McLuhan writes about the railroad applies with equal validity to the media of print, television, computers and now the internet. "The medium is the message" because it is the "medium that shapes and controls the scale and form of human association and action." (Understanding Media, NY, 1964, p. 9)
Additional Materials about McLuhan
- Marshall McLuhan Speaks - A site in honor of the 100th anniversary of his birth including many clips in his own words.
- A lecture by McLuhan
- McLuhan's Tetrad
- Article: What is the Meaning of The Medium is the Message?
- Some excellent posts from last semester
Review the materials on this page about Marshall McLuhan and his key concepts. Find other resources about McLuhan. See if anyone else has applied McLuhan's Tetrad to topics relevant to this class: the Internet, Web 2.0, Social Media, Social Media Marketing. Gather your thoughts, and attempt to apply McLuhan's Tetrad to Social Media and Social Media Marketing. Discuss with your classmates your thoughts on our classes' message board within Angel (our course management system). Finally, create a blog entry that discusses McLuhan's Tetrad and Social Media/Social Media Marketing, supporting your thoughts with links to resources. When you are done, post the url of your entry to the drop box