He said wide
He is a true master of thought, generation after generation had to use him that way to perceive the world. We found that many of his "prophecy", such as "global village", "extended consciousness", etc., has become a fact. He is indeed the 20th century "ghost smart" geek one.
McLuhan (Marshall McLuhan ,1911-1980) is a Canadian literary critic, communication scientists, communication media, school environment, a great master, known as the 20th century, "thinker," "prophet," "saints" to "global village. "and" the medium is the message "and thesis reputed worldwide.
"McLuhan learning" has become a worldwide phenomena. With 2011 the 100th anniversary of the birth of the world celebration of Marshall McLuhan to start the third McLuhan heat has been formed. His ideas across borders, across academic borders, has and will continue to have far-reaching impact.
McLuhan's representative of the "machine bride", "Understanding Media", "Gutenberg Xinghan" "media law" and so on. "Machine bride", "Understanding Media" and "the essence of Marshall McLuhan," "McLuhan says," "Letters of Marshall McLuhan," has been introduced into Taiwan. Study of his writings such as "Marshall McLuhan: media and the messenger," "Digital McLuhan" and "Marshall McLuhan and virtual reality" has been published in China.
He is a true master of thought, generation after generation had to use him that way to perceive the world. We found that many of his "prophecy", such as "global village", "extended consciousness", etc., has become a fact. He is indeed the 20th century "ghost smart" geek one.
McLuhan climax of the three heat
The first wave of the boom in the 20th century, Marshall McLuhan 60 years, throughout the world; its 1964 masterpiece "Understanding Media" and published the sky, and thinking ahead and because of its short-lived. McLuhan like a star, its unique theory of the media to illuminate the dark corner of Communication; he was like a short-lived comets, in the 1970s and had to disappear.
Second wave of the boom in the 20th century, Marshall McLuhan 90 years, because of the Internet into the sky.
Third wave of the boom in the 21st century McLuhan 10 years, due to the second generation of the Internet medium is the "new media" into the sky, but also by the centenary of the wind and momentum steeper.
Heat shocking the first wave of McLuhan, marking a lot. Those who choose its are: 1966-1967, North America's propaganda machine seems to all full steam ahead for him to preach; mainstream and popular media published hundreds of reviews, reports and interview; "Understanding Media" cover impressively printed "New York Herald Tribune," the commentary text, is Marshall McLuhan declared, "After Newton, Darwin, Freud, Einstein and Pavlov, after the most important thinkers ..."; March 1969 of the "Playboy" to extraordinary length published characters of "McLuhan interview," calling him a "high priest", "Northern saints"; overwhelmed by the requirements of all walks of life; several universities want to use attractive high salaries to poach him, and Fordham University in New York's first "Schweitzer Professor of" distinguished his work for a year, their annual salary several times higher than the general Professor; European McLuhan fans create mcluhanism, mcluhanist other words; Japan almost all the works of Marshall McLuhan's translated, so-called "McLuhan study" ensued.
1990s, the rise of second wave of hot McLuhan. Globalization, information technology, networking, digital acceleration makes a shocking epiphany: The original Marshall McLuhan was right!
New media voice "Connection" (Wired) 1993 in the first issue of the Journal of the head to him as "the first division saints," revealing a new generation of e-people's thoughts, founder admits that McLuhan is the "Connection" godfather. He was in the 1960s not read the bible, seems nonsense things, to the late 1990s, know if any more.
Second wave of McLuhan heat, the 1994 edition of MIT's "Understanding Media" is one of the symbols, this is my translation of the second edition of "Understanding Media" (Commercial Press, 2000). The boom also promote the monograph, special issue, seminars and McLuhan biography.
Translating research McLuhan: "Digital McLuhan" (Paul Vincent Carolina, 1999), "Virtual reality and McLuhan" (Christopher Holloway Fox, 2000).
The biography of this stage there are ten kinds of McLuhan, one of my favorites, and studied under at least 78 kinds: "use the mirror to see the future," "Marshall McLuhan: easy to read him," "McLuhan Starter "" Who is Marshall McLuhan? "" Marshall McLuhan: The Man and His Message "," medium is the rear-view mirror: Understanding McLuhan, "" virtual Marshall McLuhan "" Marshall McLuhan: media and the messenger, "and finally this one has been in the translation.
Here, on the album there in 1998 Marshall McLuhan, "Canadian Communication Quarterly," Summer, including two monographs, as well as the spring of 2000 of the "international media in Australia," album, with eight articles, contributors blown away , almost no criticism. McLuhan, "Resurrection" it!
Third wave of the boom in 2010, Marshall McLuhan, the centenary celebration of Marshall McLuhan to the climax. Main results of devaluation of foreign Linwen Gang (CaseyMan KongLum) edited and wrote the "media environment study: History and multi-dimensional thinking vision" (where channel width translation, Beijing University Press, 2007). This book is a small encyclopedia of environmental studies the media, to biographical guide to the dozen representatives of the school, the school is a landmark achievement. School has entered a media environment conscious reflection, systematic summary, cleaning heritage, innovation, mainstream aspirations to a new stage.
In the third stage, is particularly worth noting two books are: Terence Gordon, editor of "Understanding Media" (updated commentary on this, Yilin, 2011) and Robert Logan of the monograph "Understanding new media: extension of McLuhan "(released soon by the Fudan University Press). Logan Circle is alive McLuhan thought one of the few authorities, this book is the authoritative interpretation of McLuhan's ideas and the latest developments.
Mainland China's media environment science research and McLuhan
McLuhan in the second wave of enthusiasm, the results of mainland scholars dozens. I presided over, participated in or the main translation of "master classic 译丛" (Chinese People's University Press), "McLuhan Research Book Series" (Chinese People's University Press), "Environmental Studies 译丛 media" (University Press ) and other 译丛 after another. "Machine bride", "Understanding Media", "McLuhan essence," "Digital McLuhan", "McLuhan says," "Letters of Marshall McLuhan," "Marshall McLuhan: media and the messenger," and so on have been published. In addition, research and other related McLuhan translating: "the spread of bias," "Empire and Communication," "cell phone: can not stop the calls," "real space: flying dream interpretation" "Levinson essence" and "new new media "and" soft weapon. "
I published a study of Marshall McLuhan and his "media environment school" more than thirty papers. Other scholars have published dozens of papers. More good news is that domestic scholars McLuhan and his school monographs, and four known: "media analysis: the interpretation of the myth of communication technologies" (Zhang Yonghua, 2002), "the visual media: On Maike Lu Chinese Communication Research in the phenomenological method "(Van Long, 2008)," Survival of the media to know: Studies Toward the media environment "(Li Mingwei, 2010)," Phenomenology of the media: dissemination of ideas of Marshall McLuhan "(Van Long, 2011).
In the third wave of enthusiasm for McLuhan, the media and academia to give him special attention. My translations of the "digital age McLuhan," Paul Vincent Carolina evolution of the companion volume on the media, "new media" and "soft weapon", these two books into the "translation of Journalism and Communication of Fudan University library" Start chapter. "New media" introduced the second generation of Internet media; "soft weapon" is the evolutionary history of the media one of the most authoritative book discusses the evolution of mankind since ancient times magnificent media, began in the oldest spoken language until the 20 century Internet.
School media environment marked the beginning of the 20th century, naming the latter half of the 20th century, there are two centers: Toronto and New York. Inis and McLuhan of Toronto School of binary, McLuhan is its spiritual leader. Neil Bossman is the spiritual leader of the New York School and the standard-bearer in 1970, he created the media at New York University environmental studies doctoral studies, many of his students have become leaders learn media environment and academic backbone.
Mainland China's media environment, research is divided into two phases, with 2007 as the boundary, most previous studies, "see the forest for the trees" is a school of individual figures such as McLuhan and Inis research, since it turned the whole school research. Cut-off point of one of the symbols is Professor Lin Wengang compiled the "media environment study: History and multidimensional vision of thinking."
From 2007 to 2010, by my surgeon's North "media environment science 译丛 'out of the four:" Media Environmental Studies: History and multidimensional vision of thinking, "" technical monopoly "" oral culture and written culture, "" as agents of change motivation presses: the spread of early modern Europe, and cultural change. " From 2006 to 2007, I published a review study of five paper media environment.
McLuhan research still needs to be deepened
I do some immature proposals for the peer reference.
1, renounce "technological determinism," one said, with Professor Lin Wengang "cultural / technological symbiosis theory", not to accept the "hard" technological determinism, there are conditions for acceptance of "soft" technological determinism.
In the relationship between technology and culture, the media environment within the school, there are three tendencies: McLuhan bias "hard" determinism, Levinson favor "soft" determinism, Lin Wengang advocates "cultural / technological symbiosis theory." It now appears that Lin Wengang idea more reasonable, more mature.
2, open up new ways of McLuhan studies. We can not just be satisfied with the "youngest" theory (extended theory, information theory and the theory of hot and cold). Back in 1999, "Digital McLuhan", the Levinson will use 14 as the problem solution McLuhan quotes, sub-14 chapter on the theory of Marshall McLuhan's 14.
Logan's "understanding of new media: extension of McLuhan," is Marshall McLuhan's theory of inheritance and development. I look forward to as soon as the introduction to Chinese readers.
3, in the dissemination of comparative study of three schools to promote the study of Marshall McLuhan.
Experience a high degree of overlooking from the school of philosophy, critical media, school and school environment, its basic outline is: school of hard practical experience problems and short-term effects of weight control rather than heavy road; critical school stick to ideology critique, heavy road without weighing equipment; media environmental studies focus on long-term impact of the media, emphasis on macro-analysis, describe and criticize the lack of micro-pragmatic and case studies.
Experience in primary care is to promote school, persuasion, public opinion polls, media content, audience analysis and short-term effects, its philosophy is based on pragmatism and behaviorism, the methodology of empirical research and quantitative research, the study of propaganda, advertising and media effects, the target is the existing political system and business system.
Critical school in Frankfurt, Germany on behalf of a school, school of British cultural studies, communication school of political economy and French structuralist school. The school of pre-existing U.S. system have a strong impact, they hold high the banner of ideology, because acclimatized, so only universities and literary circles in the impact.
Real service to get rid of the existing system, the communication is based on the liberation of McLuhan as the representative of North America's third school of communication - media environment school. The school has a strong humanistic care, ethical care, social care, with a significant critical tendency. McLuhan's "machine bride" and Bossman's "childhood fade away", "entertainment to death" and "technical monopoly" are deep and sharp criticism of American culture of consumerism, entertainment-oriented and technology-oriented.
Bossman in a "Marshall McLuhan: media and the messenger," the preface says: "McLuhan is not a friend of this century, but the friend of the next century, he is a person who advocates improved, future-oriented people, predicted hope of man. "
July 21, 2011 is the centenary of Marshall McLuhan, in his honor all over the world. He is a global village and the Internet prophet, immortal as long as the Internet, people will miss him. He is the messenger of media studies, as long as the media continues to evolve, people will not stop his research.
(The author is the development of Shenzhen University, Research Center for Media and Culture, Professor)
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