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    Logan Extending Mcluhan

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    Adriana Matos
    This document provides a summary of chapters from a book titled "Understanding New Media: Extending Marshall McLuhan" by Robert K. Logan. The book applies McLuhan's theories about media and technology to modern new media technologies. It examines how new media confirms or adjusts McLuhan's predictions, analyzes new media's impact on older media, and explores technologies not covered in McLuhan's work like the Internet, blogs, and smart tags. The book is divided into three parts on methodology, impacts on past media, and analysis of emerging technologies.

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    Logan Extending Mcluhan

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    Adriana Matos
    292 views10 pages
    This document provides a summary of chapters from a book titled "Understanding New Media: Extending Marshall McLuhan" by Robert K. Logan. The book applies McLuhan's theories about media and technology to modern new media technologies. It examines how new media confirms or adjusts McLuhan's predictions, analyzes new media's impact on older media, and explores technologies not covered in McLuhan's work like the Internet, blogs, and smart tags. The book is divided into three parts on methodology, impacts on past media, and analysis of emerging technologies.

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    This document provides a summary of chapters from a book titled "Understanding New Media: Extending Marshall McLuhan" by Robert K. Logan. The book applies McLuhan's theories about media and technology to modern new media technologies. It examines how new media confirms or adjusts McLuhan's predictions, analyzes new media's impact on older media, and explores technologies not covered in McLuhan's work like the Internet, blogs, and smart tags. The book is divided into three parts on methodology, impacts on past media, and analysis of emerging technologies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    292 views10 pages

    Logan Extending Mcluhan

    Uploaded by

    Adriana Matos
    This document provides a summary of chapters from a book titled "Understanding New Media: Extending Marshall McLuhan" by Robert K. Logan. The book applies McLuhan's theories about media and technology to modern new media technologies. It examines how new media confirms or adjusts McLuhan's predictions, analyzes new media's impact on older media, and explores technologies not covered in McLuhan's work like the Internet, blogs, and smart tags. The book is divided into three parts on methodology, impacts on past media, and analysis of emerging technologies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 10

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    discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/267041055

    Understanding New Media: Extending Marshall


    McLuhan

    Chapter January 2010

    CITATIONS READS

    15 172

    1 author:

    Robert Logan
    University of Toronto
    88 PUBLICATIONS 428 CITATIONS

    SEE PROFILE

    Available from: Robert Logan


    Retrieved on: 28 May 2016
    Table of Contents

    Understanding New Media: Extending Marshall McLuhan

    By Robert K. Logan, PhD

    Chapter 1. New Media and Marshall McLuhan: An Introduction

    1.1 Objectives of this Book


    1.2 The Methodology Employed and What the Reader Can Expect to Find in this
    Book
    1.3 What are the New Media?
    1.4 The Changing Figure/Ground Relation with the New Media
    1.5 A New Media Taxonomy
    1.6 A Medium is a Technology is a Tool is a Language is a Medium is a
    1.7 Standing on the Shoulders of a Giant
    1.8 McLuhan on New Media

    Part I. Methodological Considerations

    Chapter 2. McLuhans Methodology: Media as Extensions of Man and The Medium


    is the Message

    2.1 There was Method in His Madness


    2.2 Summary of McLuhans Methodology
    2.3 Was McLuhan a Technological Determinist?

    Chapter 3. Five Communication Ages: Adding the Mimetic and the Interactive
    Digital Ages

    3.1 Updating McLuhansn Three communication Ages


    3.2 McLuhan's Three Communication Ages: Oral, Literate and Electric
    3.3 The Origin and Evolution of Language
    3.4 Refining the Distinction between Oral and Written Communication
    3.5 The Ecology of Media and Ecosystems as Media

    Chapter 4. To What Extent to the New Media Confirm or Contradict McLuhans


    Predictions

    4.1 New Patterns


    4.2 Laws of the Media and the Evolution of Technology
    4.3 The Reversal of Certain Negative Effects of the Mass Media by the New
    Media
    4.4 New Medias Intensification of Trends McLuhan Identified for Electric Media
    4.5 Faster than the Speed of Light
    Chapter 5. The Fourteen Messages of New Media: An Overview

    5.0 Differences between the New Media and Mass Media


    5.1 Two-way communication
    5.2 Ease of Access to and Dissemination of Information
    5.3 Continuous Learning
    5.4 Alignment and Integration
    5.5 The Creation of Community
    5.6 Portability
    5.7 Convergence
    5.8 Interoperatability
    5.9 Aggregation of Content
    5.10 Variety, Choice and the Long Tail
    5.11 Reintegration of the Consumer and the Producer
    5.12 Cooperation
    5.13 Remix Culture
    5.14 The Transition from Products to Services
    5.15 A Comparison of Media Old and New vis-avis the Eleven Messages of the New
    Media

    Chapter 6. The Digital Economy: An Expansion of the Knowledge Economy

    6.1 Introducing the Digital Economy


    6.2 A Paradigm Shift from Information to Knowledge and from Integration to
    Alignment
    6.3 Knowledge Management and the Web
    6.3.1. Learning System
    6.3.2. Sharing Systems
    6.3.3. Measurement System
    6.4 Lifelong Learning: Job Security in the Internet Age

    Chapter 7. Scaffolding and Cascading Technologies and Media: Understanding New


    Media as the Extensions of Earlier Media or the Extensions of Extensions

    7.1 Media as the Extensions of Man


    7.2 The Evolution of Media and Technologies: The Extension of Extensions
    7.2.1 Cognitive, Technical, and Social Interplay
    7.2.2 The Ratchet Effect
    7.2.3 Cognitive Scaffolding
    7.3 Cascading Technologies and Media: Understanding New Media as the
    Extensions of Earlier Media or the Extensions of Extensions
    7.4 What is the actual content of a medium?
    7.5 Neo-Dualism and the Symbolosphere
    7.6 Bifurcation of the Symbolosphere into the Mediasphere and the Human Mind
    7.7 The Interaction of the Spheres
    Part II. How the New Media Have Impacted the Media analyzed in Understanding
    Media

    Chapter 8. The Spoken Word

    8.1 Six Languages


    8.2 Impact of New Media on the Spoken Word

    Chapter 9. The Written Word

    9.1 Impact of New Media on the Written Word


    9.2 Tertiary Orality
    9.3 The End of Writing?
    9.4 Interactive Text

    Chapter 10. Roads and Paper Routes

    Chapter 11. Number

    11.1 The First Digital Revolution


    11.2 The Invention of Zero
    11.3 From Digits to Digitization

    Chapter 12. Clothing

    Chapter 13. Housing

    Chapter 14. Money

    14.1 Impact of New Media on Money


    14.2 The ATM
    14.3 E-commerce
    14.4 Online Auctioning and Fixed-Price Sales
    14.5 Online Shopping Payments, Credit Cards and e-Money

    Chapter 15. Clocks

    Chapter 16. The Print

    Chapter 17. Comics

    Chapter 18. The Printed Word and Books

    18.1 The Impact of the New Media on the Book and the Academic Journal
    18.2 e-books
    18.3 Audio Books
    18.4 Ezines
    18.5 The Library

    Chapter 19. Wheel, Bicycle and Airplane

    Chapter 20. The Photograph

    Chapter 21. Press (or Newspapers)

    21.1 Impact of New Media on the News


    21.2 The New News Consumer
    21.3 The New News Producers

    Chapter 22. Motorcar

    Chapter 23. Ads

    23.1 Advertising on Radio and Television


    23.2 Advertising on the Internet, the Web and other New Media Venues
    23.3 Online Viral Marketing

    Chapter 24. Games

    Chapter 25. Telegraph

    Chapter 26. The Typewriter

    Chapter 27. The Telephone

    27.1 Impact of the New Media on the Telephone


    27.2 Teletype and fax
    27.3 The Pager
    27.4 VOIP (Voice over IP or the Internet)
    27.5 The Videophone
    27.6 Telecoms and Convergence

    Chapter 28. The Phonograph

    28.1 Impact of New Media on the Phonograph, the Tape Recorder, the Walkman
    and Recorded Music
    28.2 The CD
    28.3 The MP3 Player, the iPod and iTunes
    28.4 The Sony DRM Affair
    Chapter 29. Movies

    29.1 The video camera


    29.2 The VCR (video cassette recorder) and the DVD (digital versatile disc)
    29.3 iMovies
    29.4 Movies and the Web
    29.5 The YouTube Phenomenon

    Chapter 30. Radio

    30.1 Impact of New Media on Radio


    30.2 Satellite radio
    30.3 Online (Web) radio
    30.4 Podcasting

    Chapter 31. Television

    31.1 Videotape and Television Production


    31.2 The Remote Controller
    31.3 Television and Education
    31.4 Cable and Satellite Television
    31.5 Globalization versus Fragmentation
    31.6 TV and the Cell Phone
    31.7 The Convergence of Television, Short Form Video and Google
    31.8 Interactive Television?
    31.9 Digital Television
    31.10 DVR (Digital Video Recorder) A Television Revolution in the Making: TiVo
    and ReplayTV
    31.11 Television on the iPod
    31.12 iTuning Television Shows and Movies: The BitTorrent Opportunity
    31.13 The Convergence of Television and the Computer

    Chapter 32. Weapons

    Chapter 33. Automation (plus the factory)

    Part III. The Analysis of New Media not dealt with in UM

    Chapter 34. Hybrid or convergent technologies

    Chapter 35. The Multifunction Printer, Photocopier, Scanner And Fax

    35.1 Impact of New Media on the Printer


    35.2 The scanner and OCR software
    Chapter 36. The Cell Phone

    36.1 The Impact of New Media on the Telephone: the Emergence of the Cell
    Phone
    36.2 New Cell Phone Services
    36.3 The Multifunction Cell Phone
    36.4 The Social Impact of the Camera Cell Phone

    Chapter 37. The Personal Computer (desktop and notebook)

    37.1 The Personal Computer


    37.2 The Tablet PC
    37.3 The Service and Disservice of Computers

    Chapter 38. The PDA (Personal Digital Assistant)

    38.1 The PDA and Wireless Email


    38.2 The Pentop Computer

    Chapter 39. Computer Software

    Chapter 40. The Internet

    40.1 A Medium of Media


    40.2 Roots: The History of Pre-electronic Proto-Internets
    40.3 The Origins of the Internet
    40.4 Oral Structure of the Internet
    40.5 Discussion Groups on the Internet
    40.6 Netocracy: The Ultimate Participatory Democracy
    40.7 Electronic Crime and Punishment
    40.8 The Internet and Commerce
    40.9 Art and the Internet

    Chapter 41. Email, Instant Messaging (IM) and SMS (short message service)

    41.1 Email, IM, SMS


    41.2 GMail

    Chapter 42. Bulletin Boards, Usenets, Listservs, MUDs, MOOs, and Chat

    Chapter 43. The World Wide Web

    43.1 Emergence of the World Wide Web


    43.2 The Service and Disservice of the Web
    43.3 Web TV
    43.4 Web-based Social Networks
    43.5 Web 2.0
    43.6 The Semantic Web
    43.7 Folksonomy
    43.8 del.icio.us

    Chapter 44. Blogs

    44.1 What is a Blog?


    44.2 The Blog as News Medium
    44.3 Social and Psychological Impacts of Blogs
    44.4 Non-textual Blogs
    44.5 The Blook
    44.6 The Blog Goes Mainstream

    Chapter 45. Search Engines plus Google and Libraries

    45.1 Search Engines


    45.2 The Dominance of Google
    45.3 Googles Competitors
    45.4 Initiatives of Google Technologies Inc.
    45.5 Google, Wyse, Thin Clients and a Possible Personal Computing Revolution: A
    Speculation
    45.6 Digitizing and Searching the Worlds Literature:
    The Impact of the New Media on the Library
    45.7 Will Google Realize Vannevar Bushs Vision of the Memex Device
    45.8 The Flight of Books from Undergraduate Libraries
    45.9 Electronic Browsing
    45.10 Is Google the Seventh Language?
    45.11 About.com The Human Internet

    Chapter 46. Video Conferencing and Web-based Collaboration Tools


    46.1 Video Conferencing
    46.2 Web-based Collaboration Tools
    46.3 Collective Intelligence

    Chapter 47. Virtual Reality (VR) and Simulations

    47.1 What is VR?


    47.2 The Reality of Virtual Reality
    47.3 Games and Role Playing on 3D Virtual Reality Platforms

    Chapter 48. Robots, Bots and Agents

    48.1 Robots
    48.2 Bots and Software Agents
    Chapter 49. Artificial intelligence (AI) and Expert Systems

    49.1 What is AI?


    49.2 What is Strong AI?
    49.3 A Personal Critique of Strong AI
    49.4 The Potential AI Exploitation of the World Wide Web

    Chapter 50. Smart Tags and Dataspace

    50.1 Bar Codes and Smart Tags


    50.2 Dataspace
    50.3 The Dataspace Enabler: Accessing, Navigating, and Searching Dataspace
    50.4 The Future Convergence of Cyberspace and Dataspace and the Smart Box
    50.5 The Smart Tagged Book that is Smart, Readable and Searchable
    50.6 Is Dataspace the Eighth Language?

    Chapter 51. Enabling Technologies not dealt with in Understanding Media

    51.0 Definitions
    51.1 Electronics
    51.2 The Mouse and the Graphical User Interface (GUI)
    51.3 Haptic and Olfactory Technology
    51.4 Hyperlinks, Hypertext and Hypermedia
    51.5 Modems and ADSL (Asymmetric Digital Subscriber Line)
    51.6 Fiber Optics
    51.7 Communication satellites
    51.8 WIFI, Blue Tooth and FireWire
    51.9 Open Source Technology
    51.10 Wikis and the Wikipedia
    51.11 Ubiquitous Computing
    51.12 RSS (Really Simple Syndication)

    Appendix I. McLuhans Methodology: There Was Method in his Madness

    A1 The Equivalence of Media and Technologies


    A2 Technology as Extensions of the Body and Media as Extensions of the Psyche
    A3 Media as Living Vortices of Power
    A4 Media Create New Social Patterns and Restructure Perceptions
    A5 "The Medium Is the Message"
    A6 The Content of Any New Medium Is Always Older Medium
    A7 Hybrid Systems
    A8 The Subliminal Effects of Media
    A9 The Counterintuitive Effect of Media
    A10 The Flip: Humankind as an Extension of Its Technologies
    A11 Societies Imitate Their Technologies
    A12 The Global Village
    A13 The Rear View Mirror History as the Laboratory of Media Studies
    A14 Three Communication Ages
    A15 Break Boundaries
    A16 Acoustic versus Visual Space
    A17 Writing, the Alphabet, and the Printing Press
    A18 Fragmentation in the Age of Literacy
    A19 New Information Patterns Emerge at the Speed of Light
    A20 Centralization versus Decentralization
    A21 Integration and Multidisciplinarity versus Specialization
    A22 Hardware versus Software and Information
    A23 Hot and Cool/ Light On Versus Light Through
    A24 Media Studies as Civil Defense Against Media Fallout
    A25 Understanding both the Service and Disservice of New Media
    A26 The Absence of a Moral Judgment
    A27 The Myth of Objectivity
    A28 The Oral Tradition and Probes
    A29 Art as Radar and an Early Warning System
    A30 Obsolesced Technologies Become Art Forms
    A31 Multidisciplinarity
    A32 "Media Analysis" versus "Content Analysis"
    A33 The Study of Interface and Pattern Rather Than a "Point of View"
    A34 Figure-Ground Relationship
    A35 The Reversal of Cause and Effect
    A36 The User Is the Content
    A37 An Antiacademic Bias
    A38 Laws of the Media

    Appendix II - The Emergence and Evolution of the World Wide Web and
    Individual Web Sites

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