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Technological Determinism
Mass Society Theory to the Limited Effects Paradigm – early notions
Agenda setting, Cultivation Analysis, Knowledge Gap Hypothesis
Theories grounded on both social empirical research and qualitative research
Most theories project negative tone Not as negative as Mass society theory Exception: McLuhan’s Technological
determinism
McLuhan emerged as the ‘Oracle of Electronic Age’ in 1960s
Analyzed impact of electronic media on culture and society
Concepts based on a lot of previous works of political economists, Harold Innis primarily
Canadian scholar in 1950s Studied linkages between
communication media and social structures
Publications –a)Empire and Communications (1950)b)The Bias of communication (1951) Studied social orders in early empires in
context of spoken word and later in the ambit of written word, followed by the development of railroad and telegraph
Bias of Communication
‘ Innis’ idea that communication technology makes centralization of power inevitable’
McLuhan moved along Innis’ trajectory Firmly believed and propelled ideas on
transformative powers of media technology in an era moving from the print domain to the electronic domain
Did not dwell on issues concerning exploitation or centralized control
Focused on implications of abandoning print media in favour of electronic media
New forms of media transform (massage) our experiences of ourselves and our society. This influence is ultimately more important than the content that is transmitted in the messages.
A new form of social organization that would inevitable emerge since the electronic media tied the entire world into one great social, political and cultural system.
Control over this village or exploitation of members didn’t concern as issues to McLuhan
Microscopic approach: Impact of media on our senses
Mc Luhan believed media to extend sight, hearing and touch through time and space
Impact of the phenomenon – unsaidAll these speculations made when
radio and television had started out, so phenomenonal
McLuhan adorned Newsweek’s cover in 1967 and later in 1996
Print Media: Hot Electronic Media: CoolFamous interpretations on Cool
Kennedy and Hot Nixon in 1960
Rationalized rapid expansion of electronic media with little concern for their negative consequences
Called print media restrictive – linear, logical thinking, called literacy obsolete
Proposed natural evolution of media without regulations
Faced immense criticism from academia No suggestions for dealing with info
overload
Research studies designed to test McLuhan’s notions
Failed to support McLuhan’s assertions
Cultural theorists and political economists could not empirically verify either
enter the medium
With telephone and TV it is not so much the message as the sender that is“sent.”
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