Today’s Google doodle honors Marshall McLuhan’s 106th birthday. Traditionally these commemorative doodles use images and designs based on a historic event or person’s life to “spell” out a version of the Google logo. This animated doodle consists of scenes depicting the successive eras of communication media as outlined by McLuhan. Beginning with oral culture in tribal society, the subsequent images progress through: written language and alphabet; the assembly line industrialism of “typographic man;” an animated McLuhan speaking on a TV screen; a human figure drumming in a village scene (perhaps evoking “second orality” or the return of acoustic space); and finally village huts arranged around a circuit board node to represent the Global Village. Clicking the doodle brings up the McLuhan estate web site and his Wikipedia page, along with several news articles and editorials calling McLuhan “the man who predicted the internet.” This is extremely reductionist, of course, but what more can you expect from a Google search? Happy birthday, Herbert.
This essay was originally written as part of my PhD comprehensive exams. It was written in response to the prompt: “Define Media Ecology.”
The meaning of the phrase “media ecology” will likely depend on the context in which it is used. When the phrase appears in popular discourse, it is often used in a journalistic or editorial context to refer broadly to the array of extant media forms in a sense that could also be captured by similar expressions such as “media environment” or “media landscape”. President Barack Obama used the phrase in this sense in an interview published in the November 2016 issue of Vanity Fair. While his discussing his success in reaching demographically diverse audiences, and particularly younger Americans, Obama referred to “this whole other media ecology of the Internet and Instagram and memes and talk shows and comedy.” Obama characterized his decisions to appear on late night talk shows and the online comedy series “Between Two Ferns” as strategic adaptations to a changing media landscape, one in which young Americans are receiving news and information through social media sites rather than through traditional media channels and news sources. In order to reach a demographic that is largely not tuning in to TV and other traditional media outlets, Obama appeared on “Between Two Ferns” to discuss the Affordable Care Act in a comedy video that went viral online, and ultimately reached more members of a younger age bracket than he might have through a standard speech or news sound bite.
This essay offers a different definition of media ecology, although one that is not entirely dissimilar to the popular usage of the term. Within the fields of media and communication studies “media ecology” denotes a distinct line of inquiry shaped by certain questions and assumptions. Even in this specialized use of the phrase, media ecology can be understood in many different ways. Media ecology is a perspective on media effects. Media ecology is a tradition of scholarly inquiry characterized by common concerns and related areas of inquiry. Media ecology can also be understood as a body of literature in media and communication studies. The writing and research that make up this body of literature, however, demonstrate many of the concerns about media that are indicated by deployment of the phrase in popular discourse. For example, many media ecologists have focused their studies on the changing nature of public discourse in the context of a rapidly changing media landscape, as well as questions of media usage and relevancy across different demographics of media users and audiences.
In order to develop a general definition of the media ecology perspective this essay will consider three of the major conceptualizations of the term throughout the literature, as offered and exemplified by three scholars most closely affiliated with the tradition. The first of these figures is Marshall McLuhan, a central thinker in the media ecology literature and perhaps the most influential theorist in the field. McLuhan is a significant figure in the development of media studies, and several of his insights and aphorisms about media effects serve as foundational elements of the media ecology perspective. The key aspect of McLuhan’s use of the ecological metaphor is his notion of media as extensions of human faculties. The second figure is Neil Postman, an intellectual, educator, and founder of the program in Media Ecology at New York University. Postman trained and inspired a generation of card-carrying and certified “media ecologists.” Postman’s use of the ecological metaphor is tied to his idea of media as environments. Lastly, Lance Strate is a graduate of the NYU media ecology program and a founding member of the Media Ecology Association. The MEA is a scholarly and professional association that works to continue, refine, and expand the media ecology tradition. Strate’s understanding of the ecological metaphor is defined by his approach to media as media.
Media ecology is an intellectual perspective concerned with the impact of communication technology on human culture and behavior, particularly in relation to environmental and ideological effects attributable to the inherent characteristics of technological forms. Across the theories surveyed here (as well as many others not mentioned in this essay) these various perspectives that comprise media ecology share these features in common.
McLuhan and the Toronto School: Media as Extensions
Herbert Marshall McLuhan was born in 1911 in Edmonton, Alberta, Canada. As a graduate student he studied at Cambridge and was particularly interested in the trivium, the part of the liberal arts comprised by logic, grammar, and rhetoric. McLuhan wrote a dissertation on the Elizabethan playwright Thomas Nashe, a somewhat obscure figure who was a prodigious pamphleteer. McLuhan held several academic posts before settling at the University of Toronto. His interest in classical literature and print culture, as well as education and pedagogy, lead him to an interest in how emerging electronic modes of communication would impact traditional literacy and learning. His first book, The Mechanical Bride, looked at the role of the mass communication media in producing popular culture, with a particular focus on advertising. McLuhan wrote in the book that for the first time in human history thousands of the best-educated minds were actively engaged in the business of influencing the “collective mind”. McLuhan used Edgar Allen Poe’s short story Descent in the Maelstrom as a recurring literary reference but also significant analogy for his purpose in writing the book. In Poe’s story, a mariner is the sole survivor of a shipwreck and finds himself drawn into a whirlpool. The mariner studies the effects of the whirlpool on other objects (barrels, ropes, and other detritus from the sunken ship); by observing the maelstrom’s effects on each of these objects, the mariner is able to comport himself in such a way that he manages to swim away, rather than be carried under and drown. McLuhan makes an analogy between the situation of the mariner and the threatened by a whirlpool of pop culture and mass media messages. His second book, The Gutenberg Galaxy, posited an array of sweeping societal effects ushered in by the Gutenberg printing press. McLuhan argues that the introduction of movable type printing had major ramifications for European consciousness and culture. Specifically McLuhan highlights the uniformity and repeatability of the texts produced by the printing press, connecting this uniform and repeatable character to the rise of nationalism, new specializations and regimentation in society, and associated feelings of alienation. It was in this book that McLuhan first used the phrase “the global village” to refer to the linking and homogenizing effects of the mass media.
McLuhan’s breakout book and most lasting contribution to media studies came in 1964 with the publication of Understanding Media: The Extensions of Man. This book also presented McLuhan’s ideas about media as extensions, a concept that would become a fundamental aspect of the media ecology perspective. Central to McLuhan’s use of the ecological metaphor is his notion of sense-ratios, and the idea that the characteristics of each communication media altered the relation of the five senses to each other. Key to this concept is the dichotomy between aural space and visual space. Before the invention of written language humanity lived in acoustic space, defined by the primacy of spoken communication. Acoustic space, McLuhan says, engages all of the senses at once (besides hearing the spoken communication you also visually register the source of the sound, and the sonorous even has an embodied/tactile element, etc.). By contrast, the printed word of typographic space engages primarily with the visual sense. In McLuhan’s terminology, acoustic space is characterized by an “all-at-once-ness,” a simultaneity of sensory engagement. An additional component of this aspect of acoustic space is that spoken language is not recorded or “frozen in time” as written language is, further contributing to this temporal notion of “all-at-once-ness.” Typographic space is characterized by a linear, segmented, “one-at-a-time-ness.” Just like reading the printed word, typographic space (or typographic consciousness) comprehends discrete elements in a linear fashion. McLuhan believed that the advent of electronic media signaled a return to acoustic space. The flow of images and disjointed nature of channel surfing introduced by television disrupted the linear character of typographic culture. Television enables a stream of images and information from different times, places, and sources, thereby retrieving the “all-at-once-ness” of acoustic space and inaugurating the electronic global village.
Understanding Media also included McLuhan’s first use of the expression “the medium is the message.” Through this phrase McLuhan sought to convey the idea that the lasting significance of any communication technology is not the specific content it transmits, but rather the change of pace and scale introduced into human affairs by virtue of the technology’s inherent characteristics. This articulation represents a further development of the ideas first put forth in Gutenberg Galaxy. The electric lightbulb is an archetypal example for McLuhan, as it has no specific “content” per se, but its introduction into society lead to significant changes as artificial light made possible a range of activities to be done indoors and times of the day that would not have been practical previously. As evident by the book’s subtitle, McLuhan saw all media and technology as extensions of human faculties, either physical or psychic. The wheel is an extension of the foot, as it “extends” the capacity for human travel by enabling the covering of distances beyond what is capable by mere human locomotion. Clothing and housing are extensions of the skin and body, increasing capabilities for shelter and protection. The technology of written language is understood as an extension of the eye, as it enables a “seeing” of things not actually present but represented in the language. Every extension, however, is accompanied by an amputation. McLuhan says that in response to the shock and disorientation of these extensions changing the sense-ratios, the central nervous responds by “numbing” other areas in order to cope. Radio may extend our aural senses, but there are associated deficiencies in other senses, such as the visual. These extensions and amputations have psychic and physiological effects. This represents a key use of ecological metaphors in McLuhan’s media theories, one based on the self-regulating perspective on ecological systems, where a change in one part of the system results in changes in other areas in order to maintain equilibrium or homeostasis.
There is an additional component of McLuhan’s use of ecological metaphors. He argued that not only did media alter the relationships of the five senses to each other, they also altered the relationships between different media. Thus the introduction of popular radio broadcasts impacted how news was reported, and also affected the use of sound in motion pictures. When media combine, McLuhan said, the form and use of each are altered. Furthermore, the pace, scale, and intensity of human affairs are affected, as are the sense-ratios of the users. McLuhan used the ecological metaphor again in reference to a holistic implementation of various media technologies so as to compensate for ways in which they might “cancel each other out.” Specifically in relation to using media to facilitate classroom learning, McLuhan suggested using different media for different purposes in such a way that the media complement each other and provide the fullest sensory engagement. McLuhan’s writings on the societal impacts introduced by communication media proved very influential. Walter Ong, whose MA thesis was supervised by McLuhan, went on to write Orality and Literacy, a book comparing differences between oral cultures and literate cultures through a broad historical survey. Orality and literacy studies remains an important aspect of media ecology-related communication studies. Elizabeth Eisenstein cited McLuhan in her book The Printing Press as an Agent of Social Change. Her work investigates social and cultural changes in literate western European society following the introduction of the Gutenberg printing press, and has been credited with bringing needed clarity and scholarly rigor to McLuhan’s notions of oral and literate cultures. McLuhan came to be retroactively associated with a group of other scholars who had been working at the University of Toronto around the same time, although all members of this loose affiliation had worked separately from one another. This group became known as the Toronto School of Communication Studies. The influence of these scholars would eventually lead to another school arising from similarly minded thinkers in the United States, which would become known as the New York School.
Postman and the New York School: Media as Environments
Neil Postman was born in 1931 in New York City. He earned a PhD in education and wrote prolifically about learning and pedagogical practice. In 1969 he co-authored Teaching as a Subversive Activity with Charles Weingartner. In the book, Postman and Weingartner posited an inquiry-based method of pedagogy. They outlined a set of ideals and practices that should guide teachers, as well as specifying techniques that should be avoided, with the goal of inculcating characteristics of “good learning” among students. In 1971 while at NYU’s Steinhardt School of education, Postman founded the graduate program in Media Ecology. Postman thus coined the phrase, although the exact origins of the term are somewhat disputed. Postman seems to have believe at times that McLuhan used the phrase “media ecology” in Understanding Media, though in fact that term does not appear in the book although the ecological metaphor of media effects and relationships is clearly present. Marshall McLuhan’s son Eric has suggested that he and his father came up with the phrase during the year McLuhan was teaching at Fordham University in 1967; Eric has said that McLuhan then mentioned the term to Postman, and Postman “ran with it.” Graduates of the Media Ecology program have mentioned to me anecdotally that Neil Postman used the phrase precisely because of its nebulous nature. “People will ask you, ‘What’s media ecology?,’” he told students, adding, “Then you get to define it!” In 1982 Postman authored The Disappearance of Childhood. In this book Postman argued that the notion of childhood was a relatively recent social phenomenon. Historically “child” had merely designated that someone was a “daughter of” or “son of,” but it had since come to refer to a stage of development before adulthood. Postman pointed to the role of the printing press in this change, arguing the introduction of literacy created a “world of adult secrets” that was only accessible to literate adults. This also led to changes in learning, as literacy now became a necessary part of education. As his argument here indicates, Postman was primarily interested in the social effects of communication technology, rather than the sense-ratio effects that McLuhan emphasized.
In 1985 Postman’s best-known book was published, titled Amusing Ourselves to Death: Public Discourse in the Age of Show Business. Postman begins the book by comparing the dystopic visions of George Orwell’s 1984, where a totalitarian government controls an austere state, and Aldous Huxley’s Brave New World, where the populace self-medicates themselves into a blissful narcotic state. Part of Postman’s argument is that Huxley’s vision is much closer to contemporary society than Orwell’s, and he compares the soma drug of Brave New World with the effects of television consumption on the populace. Following McLuhan’s maxim that “the media is the message,” the first chapter of Postman’s book is titled “the medium is the metaphor.” Postman states “form excludes the content” in arguing that each medium of communication can only sustain a certain level of ideas or discourse. When literate culture (and oratory based on written language) predominated, public discourse consisted of statements and propositions that an audience would evaluate as true or false. This sort of exchange contributed to public communication based on rational discourse. Postman highlights the introduction of the telegraph as a turning point in the nature of public discourse. The telegraph made possible communication and information exchange virtually unbounded by geographic distance. The near-instantaneous transmission of information was revolutionary. This brought about several significant changes to the character of discourse. For one thing, Postman states, just because Maine could now talk to Texas doesn’t mean that they had anything worthwhile to say to one another. In other words, the mere possibility of persistent communication came to be seen as a necessity for persistent communication, in a manner that devalued and degraded the quality of the discourse. Part of the reason for this degradation lies in the inherent characteristics of the telegraph to transmit certain quality and quantity of information. Another significant aspect of this development is the great increase in information that the telegraph contributed to. Postman points to the persistent communication of the telegraph (along with the mass reproduction of images around the same period of time) as resulting in a deluge of information. In response, there was a shift from audiences discerning the context of information and evaluating it, to instead collecting information (often irrelevant information) largely independent of any context. Television represents a further change in the nature of public discourse. Postman states that he is not against television as a means of entertainment, but rather his concern is that the very nature of television reduces all serious discussion to the level of entertainment. All television content is packaged and presented as a commodity, leading to a leveling of all televised content in a way that further contributes to the lack of rational debate in public discourse. Postman references politics as a key arena where these changes play out, as election campaigns become “battles of advertisements,” where candidates are turned into images and brands that then craft sound bites to sell a generalized notion of what they think the country lacks, just as advertising functions.
Postman may have been the first person to offer a definition of media ecology, stating: “Media ecology is the study of media as environments.” He said that media ecology is concerned with how media affect thoughts, feelings, and values. He also said that the role of media technology in influencing human affairs is directly implicated with the species’ prospects for survival. In 1973 Christine Nystrom became the first graduate of the Media Ecology program, writing a dissertation titled “Toward a Science of Media Ecology.” Nystrom characterized the sweeping social changes indicated by McLuhan and Postman as a transition from a compartmentalized Newtonian world to a more holistic world defined by interrelatedness and interdisiciplinarity. Other graduates of the Media Ecology program would continue the process of defining media ecology, and further contribute to the field’s interdisciplinarity.
Strate and the Media Ecology Association: Media as Media
Lance Strate graduated from the Media Ecology program in the 1990s. While at NYU he had worked with Neil Postman on several published studies, and Christine Nystrom had served as his dissertation advisor. In 1998 he was a founding member of the Media Ecology Association, inaugurated at Fordham University, and served as the association’s first president. The association holds an annual conference, and mains a strong presence at related scholarly events. They also publish a journal, Explorations in Media Ecology, named for the “Explorations” publication that McLuhan was involved in at the University of Toronto, and where many of the key concerns of media ecology were first articulated.
Strate has contributed not only to the institutionalization of the media ecology perspective, but also its ongoing definition. Strate writes: “Media ecology is the Toronto School, and the New York School. It is technological determinism, hard and soft, and technological evolution. It is media philosophy, and medium theory, and mediology.” This part of Strate’s definition refers to the Toronto school associated with McLuhan, and the New York School associated with Postman. In referring to technological determinism, it also references one of the most persistent criticisms of the media ecology perspective, that the theory is inherently deterministic (see Curry Chandler’s “Marshall Arts: An Inventory of Common Criticisms of McLuhan’s Media Studies,” in Explorations in Media Ecology). By doing so, Strate seeks to acknowledge determinism as part of the media ecology legacy, and one that is commensurate with the theory rather than an internal contradiction that undermines it. Strate also references other strands of media theory that can be traced to media ecological roots, including “medium theory” which was coined by Postman and Nystrom’s student Joshua Meyrowtiz in his book No Sense of Place. His definition also includes other strands of scholarship that are typically included in or conflated with the media ecology perspective: McLuhan studies, orality-literacy studies, and media philosophy and history.
In a 2008 article, “Studying Media AS Media: McLuhan and the Media Ecology Perspective” Strate builds a definition of media ecology around McLuhan’s maxim “the media is the message.” The medium is the message, Strate says, because the medium precedes the message; communication cannot exist without a channel, information cannot exist in a vacuum. As these variables change, so too does the message being communicated. Furthermore, Strate states that the nature of structure of technology is ultimately more significant than our intentions in using it. The materials we use, and the methods with which we use them, will ultimately determine our outcomes. The symbolic form of our communication is the lasting significance of that communication, rather than the specific and individual messages that are conveyed. In all of these ways, Strate argues that “the medium is the message,” and therefore that the media ecology perspective entails studying media as media. It is in this sense that Strate meaningfully distinguishes media ecology from other perspectives in communication and media research, which also acknowledging and affirming the various intersections and related fields. Strate suggests that the differences in definition surrounding media ecology are an inherent strength of the perspective, rather than a weakness.
Five years ago I wrote a paper about an ongoing revival of interest in Marshall McLuhan and a recovery of his media theory following decades of mainstream academic misunderstanding and dismissal of his work. The paper was well-received and eventually published in the Media Ecology Association journal. In the time since I went on to PhD school and my research trajectory developed first through political economy and then urban studies, which is where my current work is rooted. When I saw that an ad hoc conference dedicated to the Toronto School’s legacy and future was being convened at the University of Toronto I was intrigued and submitted a proposal. I attended the conference this past weekend and the event does seem destined to be seen as a landmark event in the history of the Toronto School of Communication and its contribution to media studies and other fields. More than twenty nationalities were represented by the participants, and the presentations were all high quality and generative. Children of Marshall McLuhan and Harold Innis were also in attendance (Michael McLuhan bears a somewhat uncanny resemblance to his father), as were colleagues and contemporaries of the Toronto School theorists, and some of the foremost scholars and historians of the tradition. During the opening ceremony conference organizer Paolo Granata posed the question, “Where is the Toronto School?” His answer was that it was in the room, embodied in the people and research represented in the conference. At the end of the weekend this certainly seemed to be the case.
My only major grievance with the conference was my inability to obtain one of the “cool medium” shirts made for the volunteers (the blue shirts visible front and center in the above photo). When I arrived at the registration tables on the first morning I was stunned to see all the staffers wearing shirts that read “I’m a cool medium.” Since I have a certain attachment to that particular phrase I was fixated on getting one of those shirts, but alas it was not to be. I was part of a panel organized around the theme of “city as medium,” and the presentations all offered insightful applications of McLuhan’s media theories to urban design and development. I was aware of various McLuhan and Jane Jacobs connections around the Toronto nexus, but I was surprised during the opening remarks to hear several speakers include Jacobs as one of the members of the Toronto School. I was left considering the implications of this inclusion, and plan to develop these thoughts at the Jacobs centenary panel at NCA next month. The other takeaway from the conference (aside from the helpful insights and ideas, and unfortunately not a shirt) were the connections made with other attendees. I saw some familiar faces that I had met at past events, and made new connections including Toronto community organizers and activists. I hope to develop some research opportunities from these relationships, as I think Toronto is a wonderful city and it would great to include some of the developments there as a case study in my current research. It certainly occupies a unique position in the contemporary discussions of city policy and urban life.
The Institute of General Semantics has recently posted videos of presentations given at the 2011 General Semantics Symposium. Included is my presentation: “Marshall Arts: Retrieving McLuhan for Communication Scholars”. This was my first conference presentation, and the paper eventually became my first academic publication. The focus of my work has shifted considerably in the time since, but this was a personal milestone and I enjoyed being able to revisit it four years on. You can watch the talk, along with others from the symposium, through the official IGS Youtube channel, and via the embed below:
- The final episode of acclaimed TV series Mad Men aired this week. I’ve not seen any of the show (though now that the series is complete it is ripe for binge-watching), but I did appreciate this piece from Stephen Marche at Esquire, analyzing Mad Men through Marshall McLuhan’s media theory (spoilers if, like me, you’re not caught up with the show):
I sometimes wonder when I’m watching Mad Men, if and when the various characters read the passage above, from Marshall McLuhan’s Understanding Media, which came out in 1964. Of all the great sixties cultural icons that are missing from Mad Men—and some of the absences can be glaring—I’ve always found the lack of any mention of media writer and thinker McLuhan the most inexplicable. Maybe he was just too close to the bone.
McLuhan is the perfect guide to Mad Men for one obvious reason: He loved advertising. He was among the first to celebrate unreservedly what he called “the Madison Avenue frog-men-of-the-mind.” The business of trying to sell people more stuff neither frightened nor appalled him. He didn’t look down on it, as so many of his contemporaries did.
McLuhan’s approach to media studies is almost always characterized as deterministic. The entry for McLuhan in the Penguin Dictionary of Critical Theory states in part: “McLuhan’s version of technological determinism is extreme […] the most striking feature of his studies of the media is their total failure to discuss the ownership and control of means of communication.” McLuhan addresses the issue of determinism early on in The Gutenberg Galaxy, writing: “Far from being deterministic, however, the present study will, it is hoped, elucidate a principal factor in social change which may lead to a genuine increase of human autonomy.” Rather than tackle the issue of whether McLuhan “really was” a technological determinist, I will take McLuhan at his word regarding the stated goal of his media studies: “Study the modes of the media, in order to hoick all assumptions out of the subliminal, non-verbal realm for scrutiny and for prediction and control of human purposes.” So if McLuhan’s goal in The Gutenberg Galaxy is to increase human autonomy in the electronic age, what does that look like in practice and how would it be accomplished?
As noted in one of the introductions to The Gutenberg Galaxy, literature is major touchstone for McLuhan’s work. His frequent use of literary allusions and the stylistic decisions employed in his works have caused some critics to consider his books more literary exercises than scholarship or theory. One such literary reference in Gutenberg Galaxy is the short story “A Descent into the Maelstrom” by Edgar Allan Poe. In Poe’s story, three brothers on a fishing trip are drawn into a whirlpool. As their ship is pulled into the vortex, two of the brothers drown. The fate of the third brother is described in this excerpt from the Wikipedia summary of the story: “At first [he] only saw hideous terror in the spectacle. In a moment of revelation, he saw that the Maelstrom is a beautiful and awesome creation. Observing how objects around him were pulled into it, he deduced that “the larger the bodies, the more rapid their descent” and that spherical-shaped objects were pulled in the fastest. Unlike his brother, he abandoned ship and held on to a cylindrical barrel until he was saved several hours later.”
McLuhan alludes to the vortex in Poe’s story to describe the plight of individuals making sense of a world caught between literary culture and post-literate technology. He writes: “May not it be our job in the new electronic age to study the action of the new vortex on the body of other cultures?” (p. 88). Extending this metaphor, McLuhan is ostensibly equating his approach to media studies with the sailor’s study of the actions of the objects in the vortex. This suggests that by understanding the effects brought on by the interaction of various media in the electronic era we can consciously act and thereby not be drawn under the water, as the sailor in the story survived by acting deliberately and not succumbing to panic and terror as his brothers did.
The notion of conscious acts seems key to McLuhan’s project of increasing human autonomy in the face of wide-sweeping technological determinism. The Gutenberg Galaxy is peppered with references to Finnegan’s Wake, often accompanied by allusions to waking up and regaining consciousness. McLuhan writes about “hypnotic” and “entrancing” effects of media, of the “involuntary and subliminal character” of perspective engendered by print. He says that “the influence of unexamined assumptions derived from technology leads quite unnecessarily to maximal determinism in human life” (p. 280). This returns us to McLuhan’s stated goal in his media studies, of unearthing subliminal assumptions for scrutiny and the basis of conscious decision-making. In essence, the aim of McLuhan’s probes, puns, and provocations could be summed up in a single sentiment: “Wake up!” Returning now to my initial question: how does McLuhan propose that we “wake up” and become more conscious of media effects? The Gutenberg Galaxy ends on a cliffhanger, and with a promise that McLuhan will return in the sequel, but the concluding chapter makes the case that it is the function of art to rouse the sleeping to consciousness, and draw attention from a focus on content to an awareness of form.
- Almetria Vaba of PBS Learning Media has posted a collection of resources for exploring media literacy through the legacy of Dr. Martin Luther King, jr.:
Examine the life and legacy of Dr. Martin Luther King Jr. and the Civil Rights Movement with hundreds of PBS LearningMedia resources. Here is a sampling of resources from the extensive offering in PBS LearningMedia. Use these resources to explore media literacy from historical documentaries to media coverage of social movements.
- Sonia Paul at PBS MediaShift reported on a recent Pew Research study on social media, stress, and the “cost of caring”:
Among the survey’s major findings is that women are much more likely than men to feel stressed after becoming aware of stressful events in the lives of others in their networks.
“Stress is kind of contagious in that way,” said Keith Hampton, an associate professor at Rutgers University and the chief author of the report. “There’s a circle of sharing and caring and stress.”
- Lily Hay Newman reported on the survey for Slate:
In a survey of 1,801 adults, Pew found that frequent engagement with digital services wasn’t directly correlated to increased stress. Women who used social media heavily even recorded lower stress. The survey relied on the Perceived Stress Scale, a widely used stress-measurement tool developed in the early 1980s.
“We began to work fully expecting that the conventional wisdom was right, that these technologies add to stress,” said Lee Rainie, the director of Internet, science, and technology research at Pew. “So it was a real shock when [we] first looked at the data and … there was no association between technology use, especially heavy technology use, and stress.”
- LiveScience writer Elizabeth Palermo looked at the gendered differences found by the study:
The higher incidence of stress among the subset of technology users who are aware of stressful events in the lives of others is something that Hampton and his colleagues call “the cost of caring.”
“You can use these technologies and, as a woman, it’s probably going to be beneficial for your level of stress. But every now and then, bad things are going to happen to people you know, and there’s going to be a cost for that,” Hampton said.
- Nicholas Carr recently penned an editorial for The Guardian considering whether we are becoming too reliant on computers:
The real danger we face from computer automation is dependency. Our inclination to assume that computers provide a sufficient substitute for our own intelligence has made us all too eager to hand important work over to software and accept a subservient role for ourselves. In designing automated systems, engineers and programmers also tend to put the interests of technology ahead of the interests of people. They transfer as much work as possible to the software, leaving us humans with passive and routine tasks, such as entering data and monitoring readouts. Recent studies of the effects of automation on work reveal how easily even very skilled people can develop a deadening reliance on computers. Trusting the software to handle any challenges that may arise, the workers fall victim to a phenomenon called “automation complacency”.
- David Whelan at Vice interviewed Carr on the issue of technology dependency:
Should we be scared of the future?
I think we should be worried of the future. We are putting ourselves passively into the hands of those who design the systems. We need to think critically about that, even as we maintain our enthusiasm of the great inventions that are happening. I’m not a Luddite. I’m not saying we should trash our laptops and run off to the woods.
We’re basically living out Freud’s death drive, trying our best to turn ourselves into inorganic lumps.
Even before Freud, Marx made the point that the underlying desire of technology seemed to be to create animate technology and inanimate humans. If you look at the original radios, they were transmission as well as reception devices, but before long most people just stopped transmitting and started listening.
- Writing at Figure/Ground, John Dowd argues that being there still matters for teaching and learning in the digital age:
From an educational perspective, what we must understand is the relationship between information and meaning. Meaning is not an inevitable outcome of access to information but rather, emerges slowly when one has cultivated his or her abilities to incorporate that information in purposeful and ethical ways. Very often this process requires a slowdown rather than a speedup, the latter of which being a primary bias of many digital technologies. The most powerful educational experiences stem from the relationships formed between teacher and student, peer and peer. A smart classroom isn’t necessarily one that includes the latest technologies, but one that facilitates greater interaction among teachers and students, and responsibility for the environment within which one learns. A smart classroom is thus spatially, not primarily technologically, smart. While the two are certainly not mutually exclusive (and much has been written on both), we do ourselves a disservice when privileging the latter over the former.
- Dowd’s argument here is similar to Carr’s thoughts on MOOCs:
In education, computers are also falling short of expectations. Just a couple of years ago, everyone thought that massive open online courses – Moocs – would revolutionise universities. Classrooms and teachers seemed horribly outdated when compared to the precision and efficiency of computerised lessons. And yet Moocs have largely been a flop. We seem to have underestimated the intangible benefits of bringing students together with a real teacher in a real place. Inspiration and learning don’t flow so well through fibre-optic cables.
- MediaPost editor Steve Smith writes about his relationship with his iPhone, calling it life’s new remote:
The idea that the cell phone is an extension of the self is about as old as the device itself. We all recall the hackneyed “pass your phone to the person next to you” thought experiment at trade shows four or five years ago. It was designed to make the point of how “personally” we take these devices.
And now the extraordinary and unprecedented intimacy of these media devices is a part of legal precedent. The recent Supreme Court ruling limiting searches of cell phone contents grounded the unanimous opinion on an extraordinary observation. Chief Justice John Roberts described these devices as being “such a pervasive and insistent part of daily life that the proverbial visitor from Mars might conclude they were an important feature of human anatomy.”
We are only beginning to understand the extent to which these devices are blending the functionality of media with that of real world tools. And it is in line with one of Marshall McLuhan’s core observations in his “Understanding Media” book decades ago.
- Tomas Chamorro-Premuzic contributed a piece to The Guardian referencing Carr to consider how technology has downgraded attention:
As early as 1971 Herbert Simon observed that “what information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it”. Thus instead of reaping the benefits of the digital revolution we are intellectually deprived by our inability to filter out sensory junk in order to translate information into knowledge. As a result, we are collectively wiser, in that we can retrieve all the wisdom of the world in a few minutes, but individually more ignorant, because we lack the time, self-control, or curiosity to do it.
There are also psychological consequences of the distraction economy. Although it is too soon to observe any significant effects from technology on our brains, it is plausible to imagine that long-term effects will occur. As Nicholas Carr noted in The Shallows: What the internet is doing to our brains, repeated exposure to online media demands a cognitive change from deeper intellectual processing, such as focused and critical thinking, to fast autopilot processes, such as skimming and scanning, shifting neural activity from the hippocampus (the area of the brain involved in deep thinking) to the prefrontal cortex (the part of the brain engaged in rapid, subconscious transactions). In other words, we are trading speed for accuracy and prioritise impulsive decision-making over deliberate judgment. In the words of Carr: “The internet is an interruption system. It seizes our attention only to scramble it”.
- James Vincent at The Verge covered a recent study that links nighttime screen use with less REM sleep:
The research carried out by the Harvard Medical School and published in the journal Proceedings of the National Academy of Sciences studied the sleeping patterns of 12 volunteers over a two-week period. Each individual read a book before their strict 10PM bedtime — spending five days with an iPad and five days with a paper book. The scientists found that when reading on a lit screen, volunteers took an average of 10 minutes longer to fall asleep and received 10 minutes less REM sleep. Regular blood samples showed they also had lower levels of the sleep hormone melatonin consistent with a circadian cycle delayed by one and a half hour.
- At AdBusters, Douglas Haddow writes that sleep is the enemy of capital:
Ever since the frequent cocaine user and hater of sleep Thomas Edison flicked on the first commercially-viable electric lightbulb, a process has taken hold through which the darkness of sleep time has been systematically deconstructed and illuminated.
Most of us now live in insomniac cities with starless skies, full of twinkling neon signage and flickering gadgets that beg us to stay awake longer and longer. But for all this technological innovation, we still must submit to our diurnal rhythm if we want to stay alive.
And even though sleep may “frustrate and confound strategies to exploit and reshape it,” as Crary says, it, like anything, remains a target of exploitation and reshaping – and in some cases, all-out elimination.
- In an interview with TruthOut to discuss his latest book, Robert McChesney addresses telecommunications monopolies, net neutrality, and advocates radical solutions to systemic problems:
What is striking about this corporate monopolization of the internet is that all the wealth and power has gone to a small number of absolutely enormous firms. As we enter 2015, 13 of the 33 most valuable corporations in the United States are internet firms, and nearly all of them enjoy monopolistic market power as economists have traditionally used the term. If you continue to scan down the list there are precious few internet firms to be found. There is not much of a middle class or even an upper-middle class of internet corporations to be found.
This poses a fundamental problem for democracy, though it is one that mainstream commentators and scholars appear reluctant to acknowledge: If economic power is concentrated in a few powerful hands you have the political economy for feudalism, or authoritarianism, not democracy. Concentrated economic power invariably overwhelms the political equality democracy requires, leading to routinized corruption and an end of the rule of law. That is where we are today in the United States.
- In light of recent terrorist attacks and renewed hysteria about fundamentalist ideologies, I revisited Mark Manson’s essay probing why there seems to be more fundamentalism in the world today:
The short answer is technology. Yes, Facebook really did ruin everything. The explosion in communication technologies over the past decades has re-oriented society and put more psychological strain on us all to find our identities and meaning. For some people, the way to ease this strain is to actually reject complexity and ambiguity for absolutist beliefs and traditional ideals.
Philosopher Charles Taylor wrote that it would be just as difficult to not believe in God in 1500 as it is to believe in God in the year 2000. Obviously, most of humanity believes in God today, but it’s certainly become a much more complicated endeavor. With the emergence of modern science, evolution, liberal democracy, and worldwide 24-hour news coverage of corruption, atrocities, war and religious hypocrisy, today a person of faith has their beliefs challenged more in a week than a person a few generations ago would have in half a lifetime.
- In an article for Haaretz reflecting on last week’s terror attacks in Paris, Michael Handelzalts invokes McLuhan’s infamous aphorism in relation to the emergence of print culture in the Islamic world:
So, in the Muslim world, books and literacy became generally accessible (instead of being accessible only to the educated male and the wealthy) about a quarter of a millennium later than in European-Western culture. I found this information, together with an assessment of the damage this 250-year lag caused to Muslim society and culture, in the works of Muslim scholars.
This lag could be made up in the blink of an eye as the cultural world moved from Johannes Gutenberg’s galaxy into the era when “The medium is the message,” and with the development of the virtual and digital world (at the expense of the printed one, of course).
- Today the Santa Barbara Independent published an article by Dean Stewart looking at McLuhan’s message 50 years after the publication of Understanding Media:
McLuhan had a lot of ideas and subsets of ideas. But he had one very big idea: that human civilization had passed through two stages of communication history, oral and print, and was embarking on another: electronic media. He believed the new media would change the way people relate to themselves and others and would change societies dramatically. Is the computer, then, the ubiquitous laptop and other devices, the McLuhan “audile-tactile” dream come true? There is no way to know. And it will take at least another 50 years to make a full evaluation of the work of Marshall McLuhan.
- At TechCrunch, Tadhg Kelly uses McLuhan’s famous formula to consider how mobile games are marketed:
Taking a leaf from McLuhan then, I submit that the message is the product. The tone, approach and strategy of how marketing is conducted shapes what kinds of product can be allowed by a product’s developer. What kind of ad you’ll run determines what kind of game you’ll believe can work, and therefore what kind of game you’ll fund and make.
The medium is the message and the message is the product, remember. In Marvel’s case the medium of cinema sends the message of the big experience, and the message disseminated through a high value trailer leads to the will to make a high value product: a big splashy movie. That’s how it earned the right to be thought of as premium. That’s how games do that too.
- At Newsday, Clarence Page uses McLuhan’s media theory to argue that the Internet can be used to undermine freedom:
When media guru Marshall McLuhan declared back in the 1960s that “Every innovation has within itself the seeds of its reversal,” I had no idea what he meant. But, like his other catchy quotables — “global village,” “cool media,” “the medium is the message” — it stayed with me. Now, in the Internet age, I am seeing proof of his prophecy every day.
For example, McLuhan predicted that a rapidly expanding automobile culture would lead to more traffic jams, air pollution and longing for space to take long walks or ride bicycles. I’m sure he’d give a knowing I-told-you-so nod to today’s battles between car people and bike people for asphalt space.
But more recently and less happily, I see far more sinister seeds of reversal in this era’s greatest innovation, the Internet. We greeted the Web as a liberator, but in today’s age of terrorism and post-Cold War autocrats it also poses a growing menace to the press freedoms it otherwise has invigorated.
- Lastly, Hervé St-Louis at ComicBookBin considers whether McLuhan is still relevant:
Two common critiques of McLuhan’s are his obliviousness to political economy and his technological determinism. McLuhan’s prognosis on media appears to celebrate a burgeoning world order and global capitalism. The way he foreshadows cognitive capitalism appears deterministic. Critics attack McLuhan for being silent on the transformation of global capitalism. This criticism focuses on what McLuhan did not write inUnderstanding Media as opposed to what he did. It is interesting to note that European scholars, even those who with political economic inclinations do not scorn McLuhan the way North Americans do. They do not blame him for being the messenger of a cognitive capitalist message.
McLuhan rightly described and to some extent predicted how messages need not be unidirectional. When he argued that technology is an extension of the senses, he did not argue that a select few had agency over the shaping of the message. He argued that any person had that potential. Specifically, he described how alternates modes of literacy allowed non literary people to participate in a global discourse. This is McLuhan’s legacy and part of why his work should be celebrated today.
I’ve written about the media ecology tradition, attended the Media Ecology Association’s conferences and had an article published in their journal, but up to now Marshall McLuhan’s Understanding Media and Neil Postman’s Amusing Ourselves to Death are the only primary texts associated with the tradition that I’ve read. To broaden my knowledge of the tradition I’m reading some of the books considered foundational in the media ecology canon, beginning with Lewis Mumford’s Technics & Civilization. I paid special attention to Mumford’s references to capitalism in Technics & Civilization because I have an abiding interest in the marriage of critical/Marxian analysis and media ecological perspectives. One of the most common criticisms of McLuhan’s writings on media is the charge of technological determinism, and that McLuhan’s media theory focuses on wide-reaching social and psychological effects while ignoring the historical, political, and economic factors involved in the development and dissemination of technologies. Although this is a valid criticism, as McLuhan’s approach did not emphasize the political economy of media, a number of scholars have re-evaluated McLuhan and other media ecologists to identify parallels in their work with critical theory and the Marxian critique of capitalism. The same criticisms cannot be legitimately levied against Mumford, whose account of successive technological complexes demonstrates careful consideration of the historical, political, and economic situations in which these complexes developed. Technics & Civilization makes clear that a media ecology perspective can incorporate a pronounced political orientation and an analysis of political economy.
Reading through Mumford’s account of the phases of technological complexes, I noted how the capitalist mode of economics is heavily dependent on technology. The interdependence seemed so crucial to both that it almost seemed that the history of capitalism is the history of technological development. Though Mumford does distinguish technics and capitalism as separate but interrelated forces. In the conclusion of the final chapter, “Orientation,” Mumford writes “we have advanced as far as seems possible in considering mechanical civilization as an isolated system” (p. 434). Technics & Civilization was first published in 1934; a contemporary reader will likely extend Mumford’s analysis to account for the last 80 years of technological progress, particularly in consideration of the information and telecommunications revolutions (an editorial note before the main text states that Mumford “would have loved” the Internet). Such an extension must account for the associated developments in capitalism. Scholars have used terms like “hypercapitalism” and “network and informational capitalism” to describe the new outlets of capital accumulation made possible by the global telecommunications infrastructure. Mumford wrote that “we are now entering a phase of dissociation between capitalism and technics” (p. 366), due in part to the over-working of “the machine”. Hypercapitalism has seen new forms of over-exploitation, and the continued commodification of intangibles such as information and attention, calling into question the dissociation of capitalism and technics. Mumford’s warning of the capitalist threat to physical resources, however, remains pertinent today.
The attention Mumford gives to the psychological effects of technics is a fascinating component of his analysis that prefigures McLuhan’s observations on technology as extensions of the human organism. The introduction of introspection and self-reflection instigated by the mirror’s effect on the individual ego; the metamorphosis of thought from flowing and organic to verbal and categorical brought on by print and paper; the shift from self-examination to self-exposure ushered in by the introduction of cameras; these are just some of the examples cited by Mumford to establish that the technological complexes built up from every individual innovation are not constrained to the obvious external manifestations but involve dramatic internal changes as well. In fact, the psychological and material transformations are not distinct processes, but are necessarily interlinked, two sides of the same coin.