![]() 2.3.2 Connection to general systems theoryīackground Marshall McLuhan.1.4 North American, European and Eurasian versions.McLuhan proposed that media influence the progression of society, and that significant periods of time and growth can be categorized by the rise of a specific technology during that period.Īdditionally, scholars have compared media broadly to a system of infrastructure that connect the nature and culture of a society with media ecology being the study of "traffic" between the two. ![]() In 1934, Marshall McLuhan enrolled as a student at Cambridge University, a school which pioneered modern literary criticism. During his studies at Cambridge, he became acquainted with one of his professors, I.A. Richards, a distinguished English professor, who would inspire McLuhan's later scholarly works. ![]() McLuhan admired Richards' approach to the critical view that English studies are themselves nothing but a study of the process of communication. Richards believed that "words won't stay put and almost all verbal constructions are highly ambiguous". This element of Richards' perspective on communication influenced the way in which McLuhan expressed many of his ideas using metaphors and phrases such as " The Global Village" and " The Medium Is the Message", two of his most well-known phrases that encapsulate the theory of media ecology.įew theories receive the kind of household recognition that media ecology received, due directly to McLuhan's role as a pop culture icon.
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