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'''Herbert Marshall McLuhan''' (], ] – ], ]) was a ] ], ], ], ], professor of English literature, communications theorist and one of the founders of modern ]. From ] to ] he taught at ]. '''Herbert Marshall McLuhan''' (], ] – ], ]) was a ] ], ], ], ], professor of ], ] theorist and one of the founders of modern ]. From ] to ] he taught at ].


In Understanding Media: The Extensions of Man, McLuhan proposed that ] itself, not the content it carries, should be the focus of study--popularly quoted as "the medium is the message." More controversially, he postulated that content had little effect on ]--in other words it did not matter if ] (for example) broadcast preachers or violent programming--the effect of television on society would be identical. He noted that all media had characteristics that engaged the viewer in different ways; for example, a passage in a book could be re-read at will, but (at least until the advent of the videocasette) a movie had to be re-viewed in its entirety to study any individual part of it. He generally divided media into "hot" (content-rich) and "cool" (content-poor). In modern times, this could be demonstrated by comparing a "hot" high-speed internet connection with a "cool" dial-up connection. Despite the content available being identical (if harder to access), the surfing habits of those connected at high-speed are entirely different. In ''Understanding Media: The Extensions of Man,'' McLuhan proposed that ] itself, not the content it carries, should be the focus of study -- popularly quoted as '''''the medium is the message.''''' More controversially, he postulated that content had little effect on ] -- in other words, it did not matter if ] broadcast children's shows or violent programming, to illustrate one example -- the effect of television on society would be identical. He noted that all media had characteristics that engaged the viewer in different ways; for instance, a passage in a ] could be reread at will, but (at least until the advent of the ]) a movie had to be screened again in its entirety to study any individual part of it.
McLuhan generally divided media into ''hot'' (content-rich) and ''cool'' (content-poor). In modern times, this could be demonstrated by comparing a ] ] connection (hot) with a ] connection (cold). Despite the content available being identical (if often more difficult to access by dial-up users), the surfing habits of those connected at high-speed are usually very different.


Recognizing his lasting global influence for his pioneering work on the study of media the government of Canada honoured him with his image on a ] in 2000 (right). Recognizing his lasting global influence for his pioneering work on the study of media the government of Canada honoured him with his image on a ] in 2000 (right).

Revision as of 06:14, 24 March 2005

File:MarshallMcluhanStamp.jpg

Herbert Marshall McLuhan (July 21, 1911 – December 31, 1980) was a Canadian educator, philosopher, scholar, academic, professor of English literature, communications theorist and one of the founders of modern media studies. From 1946 to 1979 he taught at St. Michael's College, University of Toronto.

In Understanding Media: The Extensions of Man, McLuhan proposed that media itself, not the content it carries, should be the focus of study -- popularly quoted as the medium is the message. More controversially, he postulated that content had little effect on society -- in other words, it did not matter if television broadcast children's shows or violent programming, to illustrate one example -- the effect of television on society would be identical. He noted that all media had characteristics that engaged the viewer in different ways; for instance, a passage in a book could be reread at will, but (at least until the advent of the videocassette) a movie had to be screened again in its entirety to study any individual part of it.

McLuhan generally divided media into hot (content-rich) and cool (content-poor). In modern times, this could be demonstrated by comparing a high-speed Internet connection (hot) with a dial-up connection (cold). Despite the content available being identical (if often more difficult to access by dial-up users), the surfing habits of those connected at high-speed are usually very different.

Recognizing his lasting global influence for his pioneering work on the study of media the government of Canada honoured him with his image on a postage stamp in 2000 (right).

In 1970 he was made a Companion of the Order of Canada.

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