AHSS*2190 Lecture Notes - Lecture 3: Typography, Marshall Mcluhan
Week 3: Literacy and Print
The Printing Press
-Knowledge and skill to carve steel punches for the letters, build molds and cast
the type
-Moveable metal typeface
-Alphabetic script
-Ink that would adhere to a page
-Screw-type press to apply pressure evenly
-Paper
The Spread of Printing
-Gutenberg credited with development approximately 1452
-Difficult and time consuming task initially, but it quickly becomes more efficient
-Printing spreads very quickly
The Numbers
-Between 1450-1500, approximately 15-20 million copies are made
-By end of 16th century, between 150-200 million copies are made
Impact of Printing Press
-Reformation
-Promotes national consciousness as a result of the development of
vernaculars
-Propaganda
-Standardized alphabet and punctuation
-It’s the first assembly line
-Questions to Consider: Eisenstein wonders why we don’t discuss the influence
of the printing more? Do Briggs and Burke think the impact of printing is
overstated?
Theory Corner - McLuhan
-Typography changes consciousness forever
-Linearity of type ingrains linear, sequential habits
-Relegates auditory and other sensory complexity to the background
-Time and space change
Another Consequence of Printing Press
-Leads to media and creation of news
-First newspaper was likely created in late 16th century
-Publication of news chips away at authority and undermines divine right of kings
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