In The Computer Age The Learning Process Takes On New Dimensions
"Advertising is a vast military operation, openly and brashly intended to conquer the human spirit." – Marshall McLuhan
Protecting The Environment:
The newspaper is an environment. The film theater is an environment. The electronic multimedia beast of today is also an environment. Our minds are environments.
The newspaper is alive and well online and on screens nearly "everywhere". Marshal McLuhan's lecture is even more relevant today.
I highly recommended listening to the full lecture from the beginning.
The Man Made Environment is an Overlooked Machine
Old medium becomes the content of the new. Word of mouth storytelling became illuminated manuscript. Those hand crafted pages would become the content of the mass produced printing pressed pages. Those texts would become the source material for radio shows, and on and on until we end up in today's digitally enhanced, socially media addicted, globally connected environment.
for more see:
"Like his later 1962 book The Gutenberg Galaxy, The Mechanical Bride is unique and composed of a number of short essays that can be read in any order – what he styled the "mosaic approach" to writing a book. Each essay begins with a newspaper or magazine article or an advertisement, followed by McLuhan's analysis thereof. The analyses bear on aesthetic considerations as well as on the implications behind the imagery and text. McLuhan chose the ads and articles included in his book not only to draw attention to their symbolism and their implications for the corporate entities that created and disseminated them, but also to mull over what such advertising implies about the wider society at which it is aimed."
Image Matters More Than Reality
History as we understand it, is made of more myth and scripted fiction than most might realize. Powerful moving images and Hollywood special effects were the invention and real WMD of the 20th century. These images live on today. Too many of us believe what we see on screens and we should not.
The Medium is The "Mass Age" Not Just The Message
The Medium is The Massage
"The title is a play on McLuhan's oft-quoted saying "The medium is the message". The book was initiated by Quentin Fiore. McLuhan adopted the term "massage" to denote the effect each medium has on the human sensorium, taking inventory of the "effects" of numerous media in terms of how they "massage" the sensorium."