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To the reader...

To the reader. What you are about to enter is a very dangerous black hole... Your captains ask that you fasten your seatbelt and do not touch any buttons as this ship is on autopilot. The Gutenberg Galaxy.

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To the reader...

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  1. To the reader... What you are about to enter is a very dangerous black hole... Your captains ask that you fasten your seatbelt and do not touch any buttons as this ship is on autopilot.

  2. The Gutenberg Galaxy A novel about the effects of mass media on European Society about human consciousness by Marshall McLuhan

  3. Marshall McLuhan(1911-1980) • Canadian philosopher, scholar, professor, critic, and theorist. • Work viewed as the cornerstone of Media Theory – coined the aphorism “medium is the message” and the term “global village”. • Still a controversial figurehead even today.

  4. Major Works • Mechanical Bride (1951) • The Gutenberg Galaxy (1962) • Understanding Media (1964) • The Medium is the Massage: An Inventory of Effects (1967) • War and Peace in the Global Village (1968) • From Cliché to Archetype (1970)

  5. Where Does Gutenberg Come From?? • Johannes Gutenberg (early-mid 1400’s) - goldsmith/businessman • Invented the Gutenberg press -> changed the world of printing • Accredited with the printing the world’s first book using movable type – the Gutenberg Bible

  6. Prologue • The book breaks up history into four sections: • The Oral Tribe Culture • Oral tradition (memorization, rhyme, song, speaking, listening etc.) • The Manuscript Culture • Written Tradition (hand-writing and reading) • The Gutenberg Galaxy • The Electric Age

  7. Gutenberg Galaxy (1962) • McLuhan’s argument is that new technologies (like alphabets, printing presses, and even speech itself) exert a gravitational effect on cognition, which in turn affects social organization: print technology changes our perceptual habits ("visual homogenizing of experience"), which in turn affects social interactions

  8. Studies the emergence of “the Gutenberg man” – the subject produced by the change of consciousness • Thought as the prequel to “Understanding Media” • Analyzes the effects of various communication media and techniques on European culture and human consciousness

  9. Suggests that technologies are not simply inventions which people employ but are the means by which people are re-invented. • Describes how the globe has been contracted into a village by electric technology (Global Village) • Technology has no moral — it is a tool that profoundly shapes an individual's as well as a society's self-conception and realization

  10. What is the Global Village??? • Metaphor to describe world wide web and internet • Social spheres are greatly expanded by the openness of the web and the ease at which people can search for online communities and interact with others (ie. Facebook, Twitter, Myspace) • Technology suggests the idea of a unified global community

  11. How Big is Gutenberg’s Galaxy?? • 1 TB = 1000 GB = 1 000 000 MB • Hypothetically speaking the Gutenberg Galaxy is between 175-250 TB • Equivalent to 3907 iPod touches (64 GB)

  12. McLuhan’s book applies the Tetrad criticism to Europe in the 60s What does medium enhance? What does it retrieve? What does it make obsolete? What does it reverse when pushed to its limit? The Tetrad Diagram

  13. Bibliography http://www.globvilla.com/wp-content/uploads/2009/08/evolution.png Keep, Christopher. “Marshall McLuhan and the Gutenberg Galaxy.” 2000. The Electronic Labyrinth 21 April 2010. <http://www2.iath.virginia.edu/elab/hfl0232.html> Mizrach, Steve. “The Hidden Center of the Gutenberg Galaxy.” 21 April 2010. < http://www2.fiu.edu/~mizrachs/Gutenberg_Galaxy.html> “The Gutenberg Galaxy.” Wikipedia, 2009. 21 April 2010. <http://en.wikipedia.org/wiki/The_Gutenberg_Galaxy>.

  14. The End On behalf of your Captains; Abdul, Aaron, Paul, and Nathan we would like to thank you for travelling with us today.

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