Understanding Media: The Extensions of Man

"The Truth Shall Make You Free."*

As we reflect on Marshall McLuhan’s infamous "Understanding Media: The Extensions of Man", we will understand how technology had affected human beings. The "high priest of pop-culture" (McLuhan, E and Zingrone, F. 1995. pp. 53-74), McLuhan had indeed predicted many things in 1964, long before computer came into being and when television was still in its infancy. McLuhan talked about how technology is an extension of the human body; how society sees something in a way that extends the range of the human body and mind. An example is the automobile which is an extension of the feet. According to McLuhan, with every technological extension comes the “amputations”. The automobile amputates the walking culture, making us less healthy.

As a response to his critics, McLuhan developed a scientific basis for his thoughts called the Tetrads. Any medium from this point (i) extends something (ii) renders something obsolete (iii) retrieves or brings back something, and (iv) transcends itself or "flips into" something new. The discussions during the Wiki task presentations can be summarized into one important point: Technology makes the Man. Hence, true to McLuhan’s words, “we have become what we behold”.

Let’s take the example of the ubiquitous television. Even though the invention of the goggle box allowed simultaneous access to events around the world, it amputates or diminishes family ties based on oral communication. This is because once the television is switched on, the roomful of people became silent. What are retrieved are the multiple, related views of man and what it becomes is the global theater, where we are mere actors.

Technology has made us into a divided society (the haves and the have-nots in the information maze). Imagine the ‘talk’ among our students as they compare their latest iPod or other sophisticated gadgets. And worst is the diminishing human socializing. Instant messenging, texting using the phones in our pockets, and online gaming allow communications with our virtual presence being represented by almost all imaginable icons. Lost is the intellectual banter that is enhanced with facial gestures. Now all we need to do is to type :) to inform the other party that we are happy or use acronyms such as “brb” to inform him that we will be right back. Even languages are affected as students start to incorporate new slang picked up online into their school compositions.

Everything is an open secret. Personal broadcasting, blogs, online diaries and other new technologies further reduce physical interactions and the need for personal private space. In the modern era where everything is so mechanical, the human touch is much valued. As we go about inventing new technologies to help us, we must stop to think. Does the “hugs” emoticon give the same warm feeling as the real hug?

And yes, McLuhan was right; the truth shall indeed set us free. But the question is whether we choose to see the truth or just blindly let technology overwhelm us.

*as written on McLuhan's gravestone

References:

1969 interview in Playboy magazine originally titled "A Candid Conversation with the High Priest of Pop Cult and Metaphysician of Media," in McLuhan, E. and Zingrone, F. (1995). The Essential McLuhan. New York: Basic Books.

McLuhan, M. (1964). Understanding Media: The Extensions of Man. Gingko Press.