Media: The Extensions of Man
Marshall McLuhan is an author who proposes that the media, not the content that they carry, should be the focus of study . He suggests that the medium affects the society in which it plays a role mainly by the characteristics of the medium rather than the content. He propose that through his book entitle "Understanding Media: The Extensions of Man" made 1964. Marshall McLuhan developed the idea of using tetrads to apply a consistent mode of analysis to different media . Tetrad is basically examining the effects on society of any technology or medium by dividing its effects into four categories and displaying them simultaneously. The tetrad is therefore a grid with four sections. Diagram 1 : The Tetrad The effects of media can be viewed in four different ways and aspect which is enhances, reverse into , retrieves and obsolesces.Extension turns an element of ground into figure or further intensifies something already figure.Obsolescence renders a former sit...
