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Herbert Marshall McLuhan (July 21, 1911 - December 31, 1980)
was a Canadian futurist, academic, philosopher, and one of the
founders of modern media studies.
He was born to Elsie and Herbert McLuhan in Edmonton,
Alberta, Canada, and raised in a Baptist Scottish-Irish family. He later converted
to Roman Catholicism. McLuhan would remain a strong Catholic
throughout his career. Some argue that his religion played a heavy role in his philosophical studies.
McLuhan became a pop culture figure in the 1960s with the publication of Understanding Media: The Extensions of Man (McGraw-Hill, 1964) and The Medium is the Message: An Inventory of Effects (with designer Quentin
Fiore, Random House, 1967).
Famous for coining the phrases "The medium is the message" (he later published a book whose title was a play
on this phrase - The Medium is the Massage) and "the global
village", McLuhan became one of the early purveyors of the sound bite. He
asserted that each different medium is an extension of the senses that affects the individual and society in distinct and pervasive ways, further classifying some media as "hot" -- media which engage one's senses
in a high-intensity, exclusive way, such as typography, radio, and film -- and other media as "cool" -- media of lower resolution
or intensity, that require more interaction from the viewer, such as the telephone and the television. While many of his pronouncements
and theories have been considered impenetrable, and by some absurd, McLuhan's central message -- that to understand today's
world, one must actively study the effects of media -- remains ever more true in the electronic age. Wired Magazine named McLuhan its "patron saint" when the magazine launched in
1993.
In his seminal work,
Understanding Media: the Extensions of Man (1964), Marshall McLuhan allegedly coined the term "software" (though the Merriam-Webster dictionary traces usage of the word back to 1960).
The phrase "global village" was coined by McLuhan in 1959,
and appears in 1962's The Gutenberg Galaxy, McLuhan's study of the psychological and cognitive effects of standardised
printing. Compare Gutenberg Galaxy.
Marshall McLuhan died December 31, 1980 of a cerebral stroke which rendered him speechless during the last year of his life.
In 2000, he was honored by the government of Canada with his image on a postage stamp.
Bibliography
1951 The Mechanical Bride: Folklore of Industrial Man (Vanguard
Press)
1962 The Gutenberg Galaxy: The Making of Typographic Man (University of
Toronto Press)
1964 Understanding Media: The Extensions of Man (McGraw-Hill)
1967 Verbi-Voco-Visual Explorations (Something Else Press)
1967 The Medium is the Massage: An Inventory of Effects, with Quentin Fiore (Random House/1989 Simon and Schuster)
1968 War and Peace in the Global Village, with Quentin Fiore (McGraw-Hill/1989 Simon and Schuster)
1968 Through the Vanishing Point: Space in Poetry and in
Painting, with Harley Parker (Harper and Row: World Perspective Series Vol 37)
1969 Counterblast, with
Harley Parker (McClelland and Stewart)
1970 From
Cliche to Archetype, with Wilfred Watson (Viking)
1970 Culture is Our Business (McGraw-Hill)
1972 Take Today: The Executive as Drop-out (Harcourt Brace Jovanovich)
1977 City as Classroom: Understanding Language and Media, with Kathryn
Hutchon and Eric McLuhan (Book Society of Canada Limited)
Posthumous books
1988 Laws of Media: The New Science, with Eric McLuhan (University of Toronto Press)
1989 The Global Village: Transformations in
World Life and Media in the 21st Century, with Bruce R. Powers (Oxford University Press)
External link
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