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Disscusion on Mcluhan’s "The Hybrid of Two Media" Theory

Author: WangXinZuo
Tutor: WangFeng
School: East China Normal University
Course: Literature and Art
Keywords: McLuhan The hybrid of two media electronic media ecology feeling mode
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 28
Quote: 0
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Abstract


Marshall McLuhan (1911-1980), a Canadian culture scholar, is an academic star living in the moment. His theories surpassed his age that he lived. He is a "time traveller" in the 21st century. The well-known thesis such as "global village", "medium is the message", " hot and cold media" and so on are all originated from him. It seems that the digital-based and information-based society is the country of his heart. He is also one of the representatives of "media ecology theory" in North America. He kept the idea that the media is the natural environment that we live in and attached great importance to the notion that the media has a long-term and profound impact on the society, culture and psychology.In 1960s, "Understanding Media:The Extentions of Man" came into the world. Mcluhan put forward the concept " The hybrid of two media " for the first time in his book and pointed that the media hybrid moment is the moment of finding the truth, the hybrid of two media has a tremendous force for social change, "hybrid energy" is a "dangerous relation." After the advent of the electronic age, a wide range of media hybrid environment debuts day after day, which brings a series of more profound changes to human lifestyle and feeling modes. This paper is intended to make an observation and research on this view which based on the background of McLuhan’s theories and some other academic researches made by Chinese scholars. A brief discussion will be done from the meaning of "hybrid media" theory, the history of its evolution, its effect and the impact on human perception. The situation about the hybrid of media, especially since the advent of electronic environment, will be analyzed in detail, which at last will sum up the value of McLuhan "the medium hybrid" theory and a new interpretation of the meaning in a new era. Facing the rise of all sorts of "new new media", the forms of "the hybrid of two media" are in boom nowadays. This paper tries to discuss how our human beings survive in the media environment and save our own inner thinking from my own limited perspective, and further pointed out the extension space of McLuhan’s " the hybrid of two media" theory.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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