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TOYOTA: https://www.youtube.com/watch?v=XUWJ9TSThuA
“DISPENSE WITH A HORSE. THE WINTON MOTOR CARRIAGE.”
《Scientific American》 08.13.1898
the Medium is the Message.—— Marshall McLuhan
● Word-centered to Image-centered.
● Speech: Chinese VS. English.
● “our LANGUAGE are our MEDIA. our MEDIA are our METAPHORS. our METAPHORS create the content of our culture.”
According to Postman, particular medium can only sustain a particular level of ideas. Give one word that describes the type of communication for the following modes:
ORAL
TV
PRINT Internet/Mobile/Tabs
A book demands of you to stay immobile, go past aesthetic distraction and assume detachment and objectivity. Demands of you to think.
Do visuals/video make us feel as opposed to think?
Is it correct to think of human intelligence to be composed of intellect and not emotion?
If forms determine nature of content, what do we make of the new forms of communication like mobiles and tablets?
Do these medium allow to engage with both intellect and emotion?
Amusing Ourselves To Death
Chapter 3: Typography of America
19th century - age of reason
America’s Founding Fathers intellectuals.
Resonance
Power of a phrase, a book, a character, or a history to unify and invest with meaning a variety of attitudes or experiences.
Every medium of communication, has resonance (resonance=metaphor writ large)
A medium has ability to grow out of its original and limited context.
Postman talks about bias of a medium over a culture - what bias does internet/TV/Print/Oral have on our culture?
If Press is a structure for discourse (Marx),can
that be said for the internet in today’s age?
Can only press create serious and rational public
conversation?
A Text Centered Culture
Lincoln Douglas Debates
•I desire to address myself to your judgment, your understanding, and
your conscienceless, not your enthusiasm.
•Are we hiding our lack of analytic thought in enthusiasm today?
Advertising 1704-1704 first paid advertising in
Newspaper
-At Oysterbay, on Long Island in the Province of N. York. There is a very
good Fulling-Mill, to be Let or Sold, as also a plantation, having on it a large
new Brick house….
- Intended to appeal to understanding, not to passions
1970’s1970 Ivory Soap Jingle
-Notice anything different?
Chapter 5: The Peek-A-Boo World
•Telegraph
•Photography
•The Graphic Revolution
•“For many Americans, seeing, not reading became the basis for
believing.”