PowerPointPrsentation

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Theorie und Geschichte der Medien(kultur) vom 19.
Jahrhundert bis Nine-Eleven
Kanadische Schule - McLuhan

• Marshall McLuhan,
• Understanding Media,
• The Medium is the Massage,
• The Gutenberg Galaxy
• etc.

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Marshall McLuhan (1911 1980)
S. 231 - 236
Die magischen Kanäle. Understanding Media (1964)
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• das Medium ist die Botschaft
• (the medium is the message)
• global village
• Erweiterung (extension) des menschlichen
  Organsystems durch Medien
• collide-oscope (Medium is the Massage 10)

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• Any understanding of social and cultural change
  is impossible without a knowledge of the way
  media work as environments (26)
• Medien technisch-apparativer Art und Straßen,
  Rad, Kleidung, Geld, Uhren ...
• When wheels were put in tandem form, the wheel
  principle combined with the lineal typographic
  principle to create aerodynamic balance. The
  wheel crossed with industrial, lineal form
  released the new form of the airplane
  (Understanding Media 55)
• The movie camera and the projector were evolved
  from the idea of reconstructing mechanically the
  movement of feet. The wheel, that began as
  extended feet, took a great evolutionary step
  into the movie theater (182)

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In einer Kultur wie der unseren, die es schon
lange gewohnt ist, alle Dinge, um sie unter
Kontrolle zu bekommen, aufzusplittern und zu
teilen, wirkt es fast schockartig, wenn man daran
erinnert wird, daß in seiner Funktion und
praktischen Anwendung das Medium die Botschaft
ist. Das soll nur heißen, daß die persönlichen
und sozialen Auswirkungen jedes Mediums das
heißt jeder Ausweitung unserer eigenen Person
sich aus dem neuen Maßstab ergeben, der durch
jede Ausweitung unserer eigenen Person oder durch
jede neue Technik eingeführt wird (McLuhan in
Helmes/Köster 231f.)
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• Medien Extensionen (Ausweitungen) des Menschen
• Kulturgeschichte des Menschen ist immer auch
  Mediengeschichte
• jüngere Medien enthalten ältere
• Diese für alle Medien charakteristische Tatsache
  bedeutet, daß der Inhalt jedes Mediums immer
  ein anderes Medium ist. Der Inhalt der Schrift
  ist Sprache speech, genauso wie das
  geschrieben Wort Inhalt des Buchdrucks ist und
  der Buchdruck wieder Inhalt des Telegraphen
  (232-3)
• keine kulturenübergreifende Gültigkeit
  Kultur-und-Medientechnik-Genealogie des
  Abendlandes

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Mediengenealogische Phasenverschobenheit zw.
Kulturen / Überforderung (numbness) beim Anbruch
einer neuen medienevolutionären
Phase Submerging natives with floods of
concepts for which nothing has prepared them is
the normal action of all our technology. But with
electric media Western man himself experiences
exactly the same inundation Überflutung as
the remote native. We are no more prepared to
encounter radio and TV in our literate milieu
than the native of Ghana is able to cope with the
literacy that takes him out of his collective
tribal world and beaches him in individual
isolation. We are as numb taub, betäubt in
our new electric world as the native involved in
our literate and mechanical culture (UM 16).
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This extension of himself by mirror numbed his
perceptions until he became the servomechanism of
his own extended or repeated image Now the
point of this myth is the fact that men at once
become fascinated by any extension of themselves
in any material other than themselves (41). the
autoamputative power or strategy is resorted to
by the body when the perceptual power cannot
locate or avoid the cause of irritation
(42) With the arrival of electric technology,
man extended, or set outside himself, a live
model of the central nervous system itself (43).
The principle of numbness comes into play with
electric technology, as with any other. We have
to numb our central nervous system when it is
extended and exposed, or we will die (47).
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Prognose der Konsequenzen des medienevolutionär
hervorgerufenen Umbruchs zum postliteralen
Zeitalter für die gesellschaftlichen
Teilbereiche. Z.B. Bildung oder Politik A new
form of politics is emerging, and in ways we
havent yet noticed. The living room has become a
voting booth. Participation via television in
Freedom Marches, in war, revolution, polution and
other events is changing everything (MiM 22)
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Schriftsteller/Künstler (Voraus-)Seher des
Umbruchs The poet, the artist, the sleuth
Spürhund whoever sharpens our perception
tends to be antisocial rarely well-adjusted,
he cannot go along with currents and trends. A
strange bond exists among anti-social types in
their power to see environments as they really
are. This need to interface, to confront
environments with a certain antisocial power is
manifest in the famous story, The Emperors New
Clothes. Well-adjusted courtiers, having
vested interests, saw the Emperor as beautifully
appointed. The antisocial brat, unaccustomed to
the old environment, clearly saw that the Emperor
aint got nothing on. The new environment was
clearly visible to him (88) The artist can
correct the sense ratios before the blow of new
technologies has numbed conscious procedures. He
can correct them before numbness and subliminal
groping and reaction begin -the artist
possesses the means of anticipating and avoiding
the consequences of technological trauma (UM 66)
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• Innumerable confusions and a profound feeling of
  despair invariably emerge in periods of great
  technological and cultural transitions. Our Age
  of Anxiety is, in great part, the result of
  trying to do todays job with yesterdays tools
  with yesterdays concepts (aus Medium is the
  Massage)
• Postliterale Gegenwart(sdiagnose)
• Partizipation des Nutzers kalte/heiße Medien
  (anno 1964)

Fernsehen low definition (geringe Auflösung) ?
kaltes Medium
(Kino-)Film high definition (hohe Auflösung) ?
heißes Medium
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Heiße/kalte Medien Telephone is a cool medium,
or one of low definition, because the ear is
given a meager amount of information. And speech
is a cool medium of low definition, because so
little is given and so much has to be filled in
by the listener (UM 22-3) that the hot form
excludes, and the cool one includes ... in
terms of the reversal of procedures and values in
the electric age, the past mechanical time was
hot, and we of the TV age are cool (27) - - - -
- - - - - - - - - - - - - - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - The
local and the global Today, after more than a
century of electric technology, we have extended
our central nervous system itself in a global
embrace (3) As electrically contracted, the
globe is no more than a village (5) We actually
live mythically and integrally (4) the instant
speed of electricity confers the mythic dimension
on ordinary industrial and social action today
(25)
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Fortan verbinden wir uns wieder, statt uns zu
isolieren, kommen in Berührung mit, schließen
uns zu neuer Kollektivität zusammen ....
Entsprechend sei das Geheimnis Neuer Medien die
Installation von Feedback-Schleifen, die
Kommunikationssysteme mit der Grundforderung
ihrer Selbstkorrektur ausstatte, statt einsinnig,
wie die Schrift, Diktate zu erteilen. Was somit
Harold Innis als Heil der Oralität im
platonischen Sinne einer Rückkehr zum direkten
Dialog deklarierte, wird bei McLuhan zur Chance
der neuen elektronischen Medien Restitution
einer Kultur der Unmittelbarkeit unter
Bedingungen einer Realisierung des
kybernetischen Prinzips (Mersch 123)