![]() The current critique of McLuhan, however, is a bit more revealing of the state of modern media studies. His supporters point to the hopes and achievements of digital technology and the utopian state that such innovations promise. Analysis of McLuhan’s work has, interestingly, not changed very much since his works were published. Indeed, his work has received a great deal of attention in recent years. The Internet and its accompanying cultural revolution have made McLuhan’s bold utopian visions seem like prophecies. Despite-or perhaps because of-these controversies, McLuhan became a pop culture icon, mentioned frequently in the television sketch-comedy program Laugh-In and appearing as himself in Woody Allen’s film Annie Hall. Although 1960s-era utopians received these statements positively, social realists found them cause for scorn. McLuhan spoke of a media-inspired “global village” at a time when Cold War paranoia was at its peak and the Vietnam War was a hotly debated subject. ![]() His bold statements about media gained McLuhan a great deal of attention as both his supporters and critics responded to his utopian views about the ways media could transform 20th-century life. Understanding Media introduced a phrase that McLuhan has become known for: “The medium is the message.” This notion represented a novel take on attitudes toward media-that the media themselves are instrumental in shaping human and cultural experience. Published in 19, respectively, the Gutenberg Galaxy and Understanding Media both traced the history of media technology and illustrated the ways these innovations had changed both individual behavior and the wider culture. Marshall McLuhan’s Influence on Media Studiesĭuring the early 1960s, English professor Marshall McLuhan wrote two books that had an enormous effect on the history of media studies. For example, following the radio broadcast of War of the Worlds in 1938 (which was a fictional news report of an alien invasion), some people panicked and believed the story to be true. ![]() This model assumed that audiences passively accepted media messages and would exhibit predictable reactions in response to those messages. Widespread fear that mass-media messages could outweigh other stabilizing cultural influences, such as family and community, led to what is known as the direct effects model of media studies. You can refer to these theories as you research and consider the media’s effect on culture. Scholars have developed many different approaches and theories to figure this out. However, journalists and researchers soon looked to behavioral sciences to help figure out the effect of mass media and communications on society. Explain the uses of various media effects theories.Įarly media studies focused on the use of mass media in propaganda and persuasion.Identify the basic theories of media effects.
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