Marshall McLuhan: The Medium is the Message -- Todd Kappelman

Article here.

In addition to a brief discussion of McLuhan's thoughts on the impact of technology on popular culture and some of the important terms he coined (media (!), global village), Kappelman dives into the "meat" of McLuhan's concepts -- technology as extensions of the human body and four questions he applied to media.

Kappelman says, "An extension occurs when an individual or society makes or uses something in a way that extends the range of the human body and mind in a fashion that is new." Every extension succeeds in modifying or amputating some other extension. McLuhan suggests that people typically ignore or minimize the amputations.

For example, I used to talk to my parents on the phone almost every day. When my mom figured out how to text, she started to communicate with me almost exclusively through texting. The medium is quick and convenient, but I miss our daily chats and notice that texting doesn't afford the kind of connection a phone call does. This is likely more of a modification -- not a complete amputation -- but I've noticed that there are several friends with whom I communicate solely on Facebook. No more phone calls. No more emails. Amputation? It's sure starting to look that way.

In McLuhan's "The Global Village" he poses four a scientific basis for his thoughts around what he called the tetrad. He sought to apply four questions to the endeavors of mankind as a new tool for looking at our culture.

1. What does the medium/technology extend?
2. What does it make obsolete?
3. What is retrieved?
4. What does the technology reverse into if it is over-extended?

If we were to apply this tetrad to the Kindle (digital reading device):

1. Extends our ability to gain access to a larger number of books, magazines, etc.
2. Print publishing could become obsolete.
3. People could retrieve (or re-retrieve!) a love of reading.
4. If over-extended, people could become more isolated.