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Marshall McLuhan was a Canadian communications theorist and educator He taught in Canada and the US He gained fame in the 1960s with his proposal that the electric media had a greater influence on the people than the information itself This man who examined the electronic media and the emergence of a Global village was also the man who spent most of his life studying the power of rhetoric in relation to those ideas Herbert Marshall McLuhan was born on July 21 1911 He is a figure in twentieth century history that has influenced the minds of many His work included the idea of the world creating a global village where we are going back to our tribal senses the ones that the printing press abridged us fromMarshall McLuhans studies included his classifications of the media into hot and cool divisions where the medium of communication has different type of interactions with its audience He implied that the medium of communication had a negative effect on society and said that we must be careful with the new technologies that the world has come up with Our lives have came from tribal societies and then transformed into societies where sight was more important than verbal abilities We are however gradually going back tribal ideals with the invention of new mediaMcLuhan has defined existence into four eras His first era the Pre-Literate Tribal Society was a face-to-face lecture 414 medium of communication There was a greater balance of the senses and because there was no phonetic alphabet an emphasis was put on hearing and speech This society required more local forms of communication which were spontaneous and inconstant This was because the medium of those forms of communication had nothing written down There was no keeping a consistent form of interpretation if the medium was always changing McLuhan believed this tribal state of life to be the normal human conditionWith the development of the phonetic alphabet
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