Marshal McLuhan's Views on Media and its Effects

Marshal McLuhan, a media theorist and social critic, explored the impact of media and technology on society. He argued that media and technology are extensions of ourselves, influencing our perceptions and shaping human affairs. McLuhan highlighted the shift from oral traditions to written language and the development of literacy. He emphasized that the medium is the message, meaning that the medium used to communicate has a significant impact that goes beyond the specific content. McLuhan categorized media into hot forms (low audience participation) and cool forms (require audience participation). He also predicted the rise of the global village in the age of electric media, where communication and collective consciousness would be extended globally. McLuhan encouraged people to pay attention to media and its effects, urging them to make connections and find patterns in order to navigate the media landscape effectively.