marshall mcluhan & innovation theory
DESCRIPTION
This PPT briefly explains media theorist Marshall McLuhan's "The Message is the Medium" and contrasts his theory with two innovation theory readings. It ends with three class discussion points about McLuhan and his relevancy today.TRANSCRIPT
FRAMEWORKS AND THEORIES: DIFFUSION AND ADOPTION
DISCUSSION OF MARSHALL MCLUHAN’S “THE MEDIUM IS THE MESSAGE” AND CLASS READINGS
UW MCDM COM546Discussion Group 1 Jan. 27, 2008Suna Gurol
MARSHALL McLUHAN The Medium is the Message
Understanding the effects of technology as it relates to popular culture
How technology affects people and their relation to each other in their communities
A FEW HIGHLIGHTS FROM McLUHAN…
The electric light is “pure information”
All media are extensions of some human faculty
Message is controlled by technology
Accelerated media change
CLASS READINGS “Disruptive Technologies: Catching the Wave”
Companies resist new ‘disruptive’ technologies
Disruptive technologies lead often to new business
Five tips on how a company can succeed in developing (and accepting) new technology
CLASS READINGS“The Innovation-Decision Process”
A five-step process for innovative decision-making – knowledge, persuasion, decision, implementation and confirmation
Interpersonal and mass communication channels influence innovation adoptees
Rogers argues that Internet can replace the interpersonal communication channel
DISCUSSION QUESTIONS
Cave paintings and story-telling also can be said that the medium was the message. How was it different in the modern world?
McLuhan’s theory was also about how the message is controlled. Today, with everyone able to report ‘news’, is this theory still relevant?
What would McLuhan’s view be of the Internet or social media?
REFERENCESFOR MORE ANAYLYSIS
http://sunagurol.wordpress.com/2009/01/27/week-4-frameworks-and-theories-diffusion-and-adoption/
REFERENCES Bower, J. & Christensen, C. (Jan/Feb. 1995). “Disruptive Technologies:
Catching The Wave,” Harvard Business Review, pp. 43-53. Digitalecologist. "The Message is the Medium." [PowerPoint slides]
Retrieved from Slide Share Web site: http://www.slideshare.net/digitalecologist/mcluhan-review
Kenrg. (2006, Oct. 26). "Marshall McLuhan & YouTube?” [Film]. Video posted to YouTube Web site: http://www.youtube.com/watch?v=A7GvQdDQv8g
McLuhan, M. (1962) “The Medium Is The Message” from Understanding Media: The Extensions of Man. In Ed. Wardip-Fruin, N. and
Moatfort, N. The New Media Reader: MIT Press. (pp. 205-209) Rogers, E. (2003). “Chapter 5 The Innovation-Decision Process”. Diffusion
of Innovations. Glencoe: Free Press. Yiasamatha, N. "Marshall McLuhan & the Internet." Retrieved from Slide
Share Web site: http://www.slideshare.net/ninanyc/marshall-mcluhan-the-internet-presentation
AND JUST FOR FUN
Marshall McLuhan in "Annie Hall”