Mass media according to Marshall McLuhan مقاله

خلاصه ماشینی:

(Refer to the page image) Mass Communication According to Marshall McLuhan Tiraje Tehranchian Until now, the present century has been mainly considered the atomic or space age, but alongside humanity's remarkable progress in the field of space sciences and nuclear experiments, the expansion of electronic communications, the rapid and unprecedented development of communication tools and technologies, and their profound impact on human societies and all aspects of life on Earth, is also a prominent characteristic of the era in which we live. While in oral culture the sense of hearing was dominant, and in visual culture the sense of sight, in electronic culture, all senses are involved, especially the sense of touch; however, in McLuhan's view, the Western visual human faces great difficulties in perceiving information that has sensory and tactile aspects, and this is natural because in every era and period, new technology has brought much suffering when encountering what people of the past possessed. "31 McLuhan's view regarding each of the new hot and cold communication media and their impact on culture, environment, and the way modern humans think is also worthy of attention. "41 McLuhan considers the impact of television on modern human life to be so strong that he believes since this communication medium is cold, it rejects hot subjects and hot personalities and individuals that are the food of hot communication media such as newspapers, the press, and radio.