Marshall McLuhans Theory Essay Example for Free

Marshall McLuhans Theory EssayHow might Marshall McLuhans theory of hot and cold media be used to explain the tidy sum of interest in mobile engineering science, especially schoolbook and picture pass?Any invention or technology is an extension or self-amputation of our physical bodies, and much(prenominal) extension in like manner demands modern ratios or new equilibriums among the other organs and extensions of the body, Marshall McLuhan in sense Media (1964, p43). A rumourmonger which has possibly n of all time been truer than when understood with regard to a mobile ph ane. McLuhans theories have recently been precondition new life with the onset of the Internet however, they can also be recyclablely applied to the massive gush of mobile technology. Given it is a culture medium which some whitethorn consider to be cool its carry on on decree has been immeasurable.In todays society it is difficult to meet a person between the ages of cardinal and fifty who do non declare a mobile phone. Like televisions, it is the electronic accessory of the molybdenum and it is advancing fast. Only five years ago text messaging was in its infancy and not all phones offered it picture messaging was unheard of. Nowadays picture messaging is very more present and already the technology has moved towards video messaging. Some mobile phones would be more accurately expound as hand held computers as the telephony is that a fraction of its capabilities and often not level(p) its main function. As with most mobile phones the main function consumers use is text messaging.According to McLuhan in Understanding Media (1964) the advent of a hot explosive medium can cause drastic commutes to g all overnment and society. This can be seen in the effects that such technology has had on not only the telecommunicate but the modal value mickle communicate in day to day life. However, when contrasted with a hot medium such as television or cinema, text and pictur e messaging argon comparatively cool. They tolerate far slight nurture and demand more participation from the receiver to fill in the gaps. Pictures true in messages are only small and very symbolic rather than detailed. There is also only limited space for text and language is often limited to abbreviations and annotation. Of course when compared to the standard telephone, mobile technology is considerably hotter, however, in order to stay within McLuhans theory, and for the medium to cause such a change in society, one would assume that the medium itself would need to be hotter. such a change could be better explained and explored by the theories of Roland Barthes, particularly his writings on fabrications and semiology. In a collection of articles entitled Mythologies (1973) Barthes explores pragmatic objects and their cultural meanings. Examining such objects as cars and haircuts he scrutinizes the signifiers and signs that they contain. Barthes begins by making explicit the meanings of apparently neutral objects and hence moves on to consider the social and historical conditions they obscure (McNeill 1996). He examined cars, comparing them to Gothic cathedrals, due to their uses over and in a higher place their basic functions. Cars carry status and tell a lot around the person who owns them (Barthes 1973). Such meanings can also easily be drawn from mobile phones. Far more useful than assessing whether or not they are hot or cold, deeper more analytical conclusions can be derived from Barthes methods. By examining the semiotics of the medium its position in society and culture and its effects could be estimated. In Mythologies (1973) he argued that myth was a mode of signification.He argued that in myth, the link between the signifier and the signified was motivatedso that a culturally constructed sign beseems a signifier, thus allowing what is signified to become naturalised (Hartley 2002). Hartley goes on to apply this theory to strike off named sports wear and their attached meanings. Such an application could be used with mobile technology as not only are there many varied mobile phones with different functions but many different brands. Nokia, in particular, as the apparently leading brand, has different model phones which contain different signifiers. Some protrude fun and contain lots of features and gadgets others appear sophisticated and hear sleek and small. Others exist for practical purposes for uses who are less taken by mobile phone culture. Given the huge range of choice on offer, not just by Nokia but all brands, the decision of which phone to purchase is an active one which takes serious contemplation. more than can be said for a person who uses picture messaging. Society has not quite reached a stage where its considered a necessity like text messaging so those who do use it are those who are particularly interested in the culture. More so as these phones and messages personify more it signifies h ow much money a person has or at least how they prioritise their spending. More meanings could be drawn from how often a person uses their phone and how many different people they have a go at it who can accept picture messages.Barthes also wrote about Text itself and its semiotics, arguing that words are tight and can be used as political weapons, as they have been in post public War II politics. He charts the beginning of the moment of the text as 1968 (Hartley 2002). This seems to have affected the full-page of society as people now talk to each other less, preferring to e-mail or point text or picture messages. McLuhan has commented on discourse and text. According to a meshingsite withdrawed Marshall McLuhan spinning the web of the future, accessed 13/12/03 specifically, McLuhan feels that the best way to convey information between two people is to increase the use of the sensestherefore ancient oral civilizations appeared to have the greatest and most clear form of com munication. That is not the create verbally word, but the spoken. This has, however, been criticised by Miller (1971) who disagrees with this assumption because he feels that humanity has evolved with technology and that this is not necessarily a bad thing. The reality is that further technological advances have given humanity the ability to communicate employ mediums that are essentially extensions of the spoken word.McLuhan expressed concern over the effects of technology and its end point in the loss of human identity, although he did not see it as a bad thing, it was something to be kept up(p) and supervised. His concerns could be justified, however, in that nowadays people talk to each other less, preferring to communicate by the written, or typed, word. Concern should probably not to be so extreme as to fear the breakdown of society but it has seriously affected how we communicate and what we now spend our money on. According to McLuhan in Understanding Media (1964) intens e, hot media needs to be cooled off by our senses before it can be assimilated. Possibly indeed the appeal of the text and picture message is that they are easier to take in on a sensory(a) level. They are quick, take only seconds to read and write and enough time is given to process the information between each message and response. Radio and cinema act as an assault on the senses demanding that care be paid in order to take it all in, although fewer gaps need to be filled. In two-way communication, however, it allows the user time to consider their response and therefore reduces the risk of saying something which one may regret later.If we put together the two theories of McLuhan and Barthes it is possible to achieve composite critique of the phenomenon of mobile technology. Although much of what was written by, particularly McLuhan, has been excessively criticised, some disregard it all together, he makes some points which are useful when examining this area of contemporary me dia and technology. Using McLuhan to explore the more technical aspects of text and picture messaging, suggesting why it may be so popular. Due to its being hotter than a normal telephone it is likely to be the abutting step in technology and its convenience makes it so popular. Also fact that it is cooler than other rent forms of media and allows more time and less information for the brain to process ensures it is easier on our senses. Its very presence has caused an ferment in our society and we have taken the next cultural and technological step in our ever progressing development.Barthes, on the other hand, we can look to for inspiration in analysing the cultural aspects of such communication technology and what it means. Using his methodology of examining mobile phones for signs and signifiers many conclusions can be drawn. As phones differ widely in style and in what features they contain each person can be judged on the phone they own, or the phone they wished they owned. Someone who has a phone that looks good, rather than containing many features is clearly saying something about the way in which they want to present themselves. Furthermore, a person who cares less about how the phone looks and more about what it does suggests something else. Most phones which contain more features, particularly a camera are usually larger and look less neat than those with fewer features. Phones that can be used to record short pieces of film or watch videos on are bigger still yet there are already people who own them. Such people may be looking for a phone with more available value, as nearly as their having an interest in gadgets. That said, however, we can assume they gain intrinsic fun from showing a person what their, apparently less attractive, phone can do. We could also assume that such people wish to be ahead of technology and enjoy being one of the first to own such items.Near enough all young people own mobile phones and few would renounce that th ey gain pleasure and enjoyment from them. Texting has become a common, everyday form of communication one that did not exist during the lifetimes of Marshall McLuhan or Roland Barthes and it can be assumed that neither would have anticipated this surge in technology. Both would express concern at its immense popularity as it risks people becoming less sociable and having less actual conversation. Another side to that argument, however, could be that it increases human interaction, it just takes place in a different way. People can now contact their family, friends and acquaintances much easier and faster. To send a text message to say hello is far quicker and easier than making a phone call which could result in lengthy conversation. Whereas once a person may have decided against the phone call for that reason they will now send a text message. It is probably safe to say that, given that human beings are an innately social species, and indulge in conversation for pleasurable as well as functional purposes that if what they desire is a conversation then that will be sought above a text message.It is hard to predict where society and culture will go with this ever increase technological development. In the next year or so we can assume that videophone will become much more popular and that mobile phones will continue to develop into small computers than phones. Living in a century where convenience is emphasised and encouraged and our lives are busier it is likely that less subject to face interaction will take place however with the help of the mobile phone we can reverse losing contact altogether.