5/27/2023 0 Comments Understanding media 1964![]() ![]() More controversially, he postulated that content had little effect on society-in other words, it did not matter if television broadcasts children's shows or violent programming. ![]() McLuhan states that "a light bulb creates an environment by its mere presence." He describes the light bulb as a medium without any content. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness. ![]() McLuhan pointed to the light bulb as an example. The book is considered a pioneering study in media theory. He suggests that the medium affects the society in which it plays a role mainly by the characteristics of the medium rather than the content. Understanding Media: The Extensions of Man is a 1964 book by Marshall McLuhan, in which the author proposes that the media, not the content that they carry, should be the focus of study. ![]()
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