02 Jul IN HIS INFLUENTIAL BOOK UNDERSTANDING MEDIA: THE EXTENSIONS OF MAN (1964), MARSHALL MCLUHAN ARGUED THAT A MEDIUM ITSELF IS NOT SIMPLY AN INSTRUMENT/TOOL BY WHICH
In his influential book Understanding Media: The Extensions of Man (1964), Marshall McLuhan argued that a medium itself is not simply an instrument/tool by which
we deliver specific “contents.” He argued, “the medium is the message.” To illustrate, he pointed out that the audiences perception of the leadership qualities of
Richard Nixon and John F. Kennedy was not determined by the two presidential candidates messages. Instead, it was the medium (TV vs. radio) that shaped the
audiences understanding of the two candidates leadership qualities.
In line with of McLuhans perspective, I invite you to examine the role modern computer technology has played in re-shaping the process or even the essence of
teaching and learning. More specifically, please review the following video clip:
McLuhans explanation of “the medium is the message” is available at:
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