086911
New York
1964
10,5×17,5
meki
318
engleski
Cijena: 15,00 EUR
The book (1964) is one of the most influential works in media theory. Its central thesis is that media are not simply channels for transmitting information, but extensions of human senses and bodies that fundamentally change the way we experience the world. "The Medium is the Message": McLuhan argues that the form of a medium has a greater impact on society than the content it conveys. For example, the impact of television is not in the programs we watch, but in how it has changed our experience of time, space, and family life. Hot media (e.g., radio, film, photography) are highly defined and require little audience participation because they provide a wealth of information to a single sense. Cold media (e.g., telephone, TV, comics) are low-definition and require a high level of audience involvement to "fill in the gaps". Global Village: He predicted that electronic media (today the Internet) would break down geographical barriers and connect the entire world into one large, instantly connected community. Media as extensions: A wheel is an extension of the legs, a book is an extension of the eye, and electronic systems (the nervous system) are an extension of our brain.
