Marshall Law: the world according to Professor McLuhan

The Medium is the Message from Joe Cajindos on Vimeo.

Medium is the message a famous quote by Marshall Mcluhan (1911-1980), the 'medium' stands for extension of mind/body (remote-extension of arm; bicycle-extension of legs) while the 'message' stands for the effect or impact, ignoring the content in it.

There are a good sense of balance within our 5 senses: sight, smell, taste, hearing and feel. Have you ever heard that a blind man can usually hear much better? Indeed, when one of our sense turn blunt, the other become much more sharper. It's hard to explain how we have such a sense of balance to it, but it just is.

Looking on the bigger picture, from centuries ago, namely during pre-liberate/tribal era, we have a 360 degree awareness as we are constantly expose to the danger of other animal harming us and whatnot, hence we rely upon our instinct, that was when the entire 5 senses are fully utilized. Moving on to the Print Age 'The Gutenberg Galaxy' our society become linearity, focusing on specialism and logistic, humans attention and way to transfer information is on books, hence our 'sight' become sharper, and thus, individualism among people are encouraged. Next, we enter the Electric Age, where we return to acoustic space 360 degree awareness, thanks to the TV and radio. The Dadaism also contributed into the non-linearity, not the mention the speed of information which is rapidly increasing in this era. People turn to focus on their instinct again. Now, here we are, the Digital Age, look around you, surrounded by PC, Smartphones, Ipads and all, this further proves Mcluhan's prediction on the future (now) is going to be Global Village.

Marshall McLuhan - The World is a Global Village (CBC TV)

Us 90s generation kids are the so-called Global Native, growing up watching how the electronics advances. However, there are also Electric Drama as youth instinctively understands the present environment - it lives mythically and in depth. This is the reason for the GREAT ALIENATION between the generation. For example, try teaching your parents Facebook - it would be Hell. I know, I've tried.

Further elaborate, there are Cool media  and Hot media.

As Cool media consists of low res, missing infos, the unexpectedness, unpredictable (entropic?) it tends to makes the user backs away, along with high user input and interaction.\

Hot media, consists of high res, full and clear infos, the familiar and predictable (redundancy?) it is more IN YOUR FACE, along with low user input and spectatorship.