by Lincons onono

According to Marshall McLuhan and Bruce Powers, new  “laws” of media, “laws” fostering a dramatic collision of viewpoints first based on

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first based on Visual Space – the linear, quantitative mode of perception characteristic of the Western world is preserved by the medium of print. While the second, based on Acoustic Space – the holistic, qualitative reasoning of the East – is being fostered by television, the technologies
of the data base, communication satellites, and the global media network.

McLuhan and Powers offer the `Tetrad’ as a four part structure of analysis for relieving the outcome of this collision. By focusing on four questions – What does this new medium enhance? What does it render obsolete? What does it retrieve that was long ago pushed aside? And what does it produce or become when extended beyond the limits of its potential? – one can postulate the cultural life of an artifact in advance by showing how a total saturated use would produce a reversal of the original
intent. For example, money converted into credit cards: the telephone to the omnipresence of teleconferencing; or the high-rise apartment building: enhancing privacy, rendering community obsolete, retrieving the catacombs, and reversing into a slum.

McLuhan’s insights, his aphorisms, and his legacy as “the man behind the message”, make The Global Village excellent reading for anyone interested in the shaping power of communication technology.