5/10/2023 0 Comments Mcluhan 1964Whereas traditional explorations of media considered the ways that content and production are shaped by ideological factors, which then condition the readings and meanings of texts, McLuhan argued that this focus upon the content of media was entirely misplaced, as the primary meaning or effect of ‘any medium or technology, is the change of scale or pace or pattern that it introduces into human affairs’ (1964:16). McLuhan was a Canadian theorist of media and technology who rose to prominence in the 1960s following the publication of Understanding Media: The Extensions of Man, in which McLuhan argued that the vast majority of previous works which explored media effectively missed the point. Two important theorists who are often used to exemplify both ends of this spectrum are Marshall McLuhan and Raymond Williams. One of the questions which has been debated within media studies since the 1960’s is the extent to which we can understand technology to be something which determines society, or whether technologies are themselves socially determined. Part Three: Production and Structures 34 Technology and Agency
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