COMS 201 Lecture Notes - Lecture 10: Aphorism, Visual Perception, Social Forces

• School: University of Calgary
• Department: Communications Studies
• Course: COMS 201
• Professor: Samantha Thrift

Document Summary

Coms 201 lecture 10: technological determinism & marshall mcluhan. This mode of instantaneous communication must inevitably become an instrument of immense power, to be wielded for good or for evil, as it shall be properly or improperly directed . Canadian literary theorist, philosopher, popular cultural guru , prophet of the electronic age . Determinsim = some single cause determines other aspects of life therefore, Technological determinism means technology specifically, media decisively shapes how individuals think, feel, and act and how societies organize themselves and operate (wood, 237-38) Media technology is not just a conduit" for the transmission of messages; the very nature of the medium can be the key to its social impact. Does not focus on the content of messages. Performances, rituals, stories used to pass along information to others. Creation of phonetic alphabet changed communication away from f2f. Invention of printing press enabled mass production of written word. Visual perception (sight) even more dominant: electronic.