Running head: WISE BEFORE TECHNOLOGY 1

McLuhan Wise Before Technology

D’Anna P. Macaluso

Philosophical Position Paper

July 29, 2014

ETEC 695 Summer 2014

Southeastern Louisiana University

Student ID: W0085207 WISE BEFORE TECHNOLOGY 2

In “The Medium is the Massage” McLuhan argues that technology will eventually stagnate the minds of our youth. Perhaps the strongest argument that McLuhan gives for this claim relies on the fact that technology requires humans to input energy and information into it to start. In this paper, I will argue that McLuhan’s arguments succeed because our student’ overall test scores are showing clear signs of the lack of educational interest without the use of technology.

Herbert Marshal McLuhan was born in Canada on July 21, 1911. He lived until

Decemeber 31, 1980 and during his lifetime, he was a philosopher of communication theory and a public icon. McLuhan’s work was viewed as one of the main arteries of the study of media theory. He was also known for having a practical means of functioning in the advertising and television industries. McLuhan is known for coining the expressions, “The medium is the message” and “The global village”. These are two iconic expressions lay a minimal foundation for the intuitive work that he did.

McLuhan predicted the internet nearly thirty years before it was invented. He was a main artery in the media world in the late 1960s. Although his influence was strong throughout his career, it began to soften in the early 1970s. Even after he past, he continued to be a controversial figure, because other philosophers didn’t agree with his intuition. Now that the internet is established with great importance, his work and theories have been renewed.

In “The Medium is the Massage “McLuhan argues that technology is an extension of our human bodies and without it our youth will become bored in the classroom. McLuhan was so very interested to see that technology could ultimately help society, but that it could also hinder natural cognitive growth and imagination without careful monitoring.

Student ID: W0085207 WISE BEFORE TECHNOLOGY 3

McLuhan designed the Tetrad of media effects as a pedagogical tool, phrasing his laws and theories as questions. He used these questions to analyze and consider any medium that came up. His first question was, “what does the medium enhance”? Here McLuhan stated that the computer would be an extension one’s mind. He also stated that one would have to input data, press the start button and set up a program in which the computer needed to follow. (Medium is the Message) One would be able to ask and answer this question by watching our student’s performance on certain standardized tests. Does the medium enhance our student’s performance?

Next, McLuhan asked, what does the medium make obsolete? Asking this question proposes a platform if the medium is actually needed or not and if it is worthwhile putting energy into it verses using ones’ own brain or another form of technology. Would the medium make a student’s brain obsolete? No, so what else does it make obsolete?

McLuhan was clear to state that technology was not just computers, but it was all forms of mechanical, electrical and others tools that would make human life easier and be able to work farther faster. McLuhan’s third question was, “What does the medium retrieve that had been obsolesced earlier?” With this question, McLuhan talks about data retrieval and storage. He was wise well before time and could see how the “filing cabinet” would be ineffient and storing data on a computer would stop one from going back and forth to the office unnecessarily to be able to get information that could be stored and retrieved at a moment’s notice. He saw this opportunity for technology to be advantageous in governmental affairs, doctor’s office and schools. One might find this rather interesting in the fact that there is so much technology in schools for students to use, but data storage that follows a student from Kindergarten to 12th grade is still kept in a filing cabinet.

Student ID: W0085207 WISE BEFORE TECHNOLOGY 4

McLuhan’s last question was what does the medium flip into when pushed to extremes?

Here, McLuhan had a serious point in that even though technology can be useful, when used to an extreme can cause great misuse and negativity. He foresaw a danger in the security of data that could be used, stored and retrieved and those who would have access to it. (Laws of Media

McLuhan 1988)

McLuhan answered each of his four questions faithfully with each and every technology product that became available. “We shape our tools and thereafter our tools shape us”. (p.51)

One could almost say that McLuhan had a strong sense of intuition as his predictions are and have come true. Test scores across the United States show that our youth are not at intellectual as they were 25 years ago. Technology although visually exciting, can cause students not to produce on their own. Video games are causing students not to go outside for more exercise and therefore a weight epidemic is occurring. Sluggish, overweight non-self-starting students are waiting for the next big thing to catch their attention and give them the information they need rather than going out to get it on their own. Although McLuhan saw the need and use for technology, he was also wise enough to understand the monitoring of it. McLuhan realized well before his time that technology would have its place, but that in all actuality it could take the place of something very valuable, the human instinct to self-start.

Student ID: W0085207 WISE BEFORE TECHNOLOGY 5

References

McLuhan, M., Fiore, Q., & Agel, J. (1967). The medium is the massage. New York: Bantam

Books.

McLuhan, E. & McLuhan M. (1992). The laws of media. University of Toronto Press

McLuhan, M. (1964). Understanding media: the extensions of man. McGraw-Hill

Student ID: W0085207