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McLuhan said that the personal and social consequences of any medium result from the new scale that is introduced into our affairs by each extension of us, or by any new technology. This means that it was not the machine that is our primary concern, but what we did with the machine, that is its meaning or as McLuhan says 'its message'. Characteristic of all media means that the content of the medium is always another medium in its self. The medium shapes and controls the scale and form of human association and action, so 'the medium is the message'. All media are very diverse thou as they are ineffectual in shaping the choses and actions of human association, for example: 'Firearms are in themselves neither good nor bad; it is the way they are used that determines their value.' - (Understanding media: the extensions of man 7)

If it was not for the radio of Hitler's time and had TV occurred on a large scale during his reign he would have vanished quickly. Had TV come first there would have been no Hitler at all, as Hitler was great for speaking out on the air waves, but not one for visual depiction. TV is a cool medium. It rejects hot figures and hot issues and people from the hot press media. As per McLuhan we live in a processed world now. 'As we enter the electronic age with its instantaneous and global movement of information, we are the first human beings to live completely within the mediated environment of the techno structure The 'content' of the techno structure is largely irrelevant (the 'content' of a new technology is always the technique which has just been superseded: movies are the content of television; novels are the content of movies).' - (Communication theory: media, technology and society 8) 'It was McLuhan's special genius to grasp at once that the content of new technologies serves as a 'screen', obscuring from view the disenchanted locus of the technological experience in its purely 'formal' or 'spatial' properties.' - (Communication theory: media, technology and society 9)

We see ourselves being translated more and more into the form of information in this electronic age. The media has the power to translate experience into new forms, as we move towards the technological extensions of consciousness. What this means is that we can translate more and more of ourselves into other forms of expression that exceeds ourselves. 'Under electric technology the entire business of man becomes learning and knowing. It is evident that 'touch' is not skin but the interplay of the sense, and 'keeping in touch' or 'getting in touch' is a matter of a fruitful meeting of the senses, of sight translated into sound and sound into movement, taste and smell.' - (McLuhan: Understanding Media 10)

The youth of today are not permitted to approach architecture with their technological awareness, as they are growing up in a rear view mirror society. The student finds no means to involve himself in the educational scheme to relate to his mythic world of electronically processed data and experience, which for him is a clear and direct response. The new information media is a very persuasive outside world, which has created a friction in the class room between the struggle of the educational institutions and the student with his recognition of discovery, probing and explorati本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。