资源描述：
《McLuhan The Medium is the Message》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、THEMEDIUMISTHEMESSAGE19whethertherailwayfunctionedinatropicaloranorthernenvironment,andisquiteindependentofthefreightorcontentoftherailwaymedium.Theairplane,ontheotherhand,byacceleratingtherateoftransportation,tendstodissolvetherailway1form-ofcity,poli
2、tics,andassociation,quiteindependentlyofwhattheairplaneisusedfor..Letusreturntotheelectriclight.WhetherthelightisbeingusedforbrainsurgeryTheMediumistheMessageornightbaseballisamatterofindifference.Itcouldbearguedthattheseactivitiesareinsomewaythe"conte
3、nt"oftheelectriclight,sincetheycouldnotexistwithouttheelectriclight.Thisfactmerelyunderlinesthepointthat"themediumisthemessage"becauseitisthemediumthatshapesandcontrolsthescaleandformofMarshallMcLuhanhumanassociationandaction.Thecontentorusesofsuchmedi
4、aareasdiverseastheyareineffectualinshapingtheformofhumanassociation.Indeed,itisonlytootypicalthatthe"content"ofanymediumblindsustothecharacterofthemedium.Itisonlytodaythatindustrieshavebecomeawareofthevariouskindsofbusinessinwhichtheyareengaged.WhenIBM
5、discoveredthatitwasnotin.thebusinessofmakingofficeequipmentorbusinessmachines,butthatitwasinthebusinessofprocessinginformation,thenitbegantonavigatewithclearvision.TheGeneralInaculturelikeours,longaccustomedtosplittinganddividingallthingsasameansofElec
6、tricCompanymakesaconsiderableportionofitsprofitsfromelectriclightcontrol;.itissometimesabitofashocktoberemindedthat,inoperationalandbulbsandlightingsystems.Ithasnotyetdiscoveredthat,quiteasmuchasAT&T,itpracticalfact,themediumisthemessage.Thisismerelyto
7、saythatthepersonalandisinthebusinessofmovinginformation.socialconsequencesofanymedium-thatis,ofanyextensionofourselves-resultTheelectriclightescapesattentionasacommunicationmediumjustbecauseithasfromthenewscalethatisintroducedintoouraffairsbyeachextens
8、ionofourselves,no"content."Andthismakesitaninvaluableinstanceofhowpeoplefailtostudyorbyanynewtechnology.Thus,withautomation,forexample,thenewpatternsofmediaatall.Foritisnottilltheelectriclightisusedtospelloutsomebrandnamehumanassociatio
