Artificial Perceptions and Arbitrary Values

Analyze your current experiences with some feature of the Interent using McLuhan’s ideas.

Marshal McLuhan died in 1980.

“All media exist to invest our lives with artificial perceptions and arbitrary values.” Marshall McLuhan

“We become what we behold. We shape our tools and then our tools shape us.” Marshall McLuhan

“The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.” Marshall McLuhan

“Ideally, advertising aims at the goal of a programmed harmony among all human impulses and aspirations and endeavors. Using handicraft methods, it stretches out toward the ultimate electronic goal of a collective consciousness.” Marshall McLuhan

The Medium is the Message

According to Marshall McLuhan, television is a “cool” medium because it provides little information and makes the user fill in what is missing. How do the House Hippo and Media Monkey ads make the user fill in the information?

House Hippo

Media Monkey

Do young people accept what they see in media as being reality? Provide specific examples to support your opinion.

Facts on Childhood Issues