The strengths and weaknesses of Marshall McLuhan's ideas on technological determinism
Marshall McLuhan developed theories on technological determinism, that question the degree to which human thought or action is influenced by technology. He had foresight on how the future world would communicate digitally and how the interpretation of the message would be impacted.
According to McLuhan, there are three periods in communication history that have been the product of the dominant communication medium of that time.
The Oral Tradition: First human speech to the beginning of literacy. A culture in which the dominant form of communication is relational and communal.
The Age of Literacy: Writing and print to the discovery of electricity. Linear thinking was fostered instead of relational thinking.
Electronic Flow of Information: The first telegraph to the present. Extends the ability for real people to see and hear at distances in both real-time and pre-recorded activities.
McLuhan was known to have personal opposition against technology but he knew that the best way to oppose it was to understand it. The strengths of McLuhan’s ideas were not only relevant during his time but can also be seen in our modern era of digital technology.
Three strengths in McLuhan’s Main ideas:
“Media are the extensions of men” Media is an extension of people; the senses are extended through media and people can experience them at any time.
“The medium is the message” How media relates to culture and the form of a message determines how that message will be perceived and that modern electronic communications would have long-lasting consequences, altering how we experience the world.
“Global Village” A theory that technology allows people to interact in almost the same way they were able to in the pre-print tribal era without the limitations of geography.
The theories and statements made by Marshall McLuhan were both praised and criticized by scholars of his era. The criticism that he received came at a time when people only knew of the TV and Radio as modern communication technology and did not have the futurist mentality to predict how people would connect as McLuhan did.
Three Weaknesses found in McLuhan’s Main Ideas:
The value of the message is not being recognized and only the medium is being focused on.
Not everyone will engage in the same type of medium, which can create a divide. An example would be how some people choose to use Facebook, while others stay far away from Facebook and choose Instagram or Twitter as their medium to communicate.
Privacy concerns have become a major issue within the digital era causing some people to digitally disconnect.
Marshall McLuhan’s prophetic theories and statements were well before the explosion of the modern-day digital era yet remain relevant today. Scholars and theorists can apply McLuhan’s ideas into research about how technology is playing a role in the way media is being delivered and how society is affected. The global village idea can be useful and inspiring if the opportunity to connect is made available to all people and how we connect is not dictated by a dominant power. Regulating how people connect digitally will only cause harm if the freedom to think and speak is silenced by those who have the authority to claim something is misinformation. It will be interesting to see in the future, if society will become more guarded in what they say and how they communicate with each other in fear that they will lose their ability to connect.
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