Title, Die Gutenberg-Galaxis: das Ende des Buchzeitalters. Author, Marshall McLuhan. Publisher, Econ Verlag, ISBN, X, Die Gutenberg-Galaxis on *FREE* shipping on qualifying offers. 3. Nov. Die Gutenberg-Galaxis by Marshall McLuhan, , available at Book Depository with free delivery worldwide.

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Cover of the first edition. Medieval illumination, gloss, and sculpture alike were aspects of the art of memory, central to scribal culture.

The oral tradition is not dead. In schools or at home or in the street, where children are taught to learn by heart, to memorize, nursery rhymes or poems or songs, then they can be said to participate in the oral tradition. In other words, childhood is one of the ages of man in Shakespeare’s sense and is essentially an oral tribal culture. Please help improve the article by presenting facts as a neutrally-worded summary with appropriate citations. Throughout Finnegans Wake Joyce specifies the Tower of Babel as the tower of Sleep, that is, the tower of the witless assumption, or what Bacon calls the reign of the Idols.

Marshall McLuhan: Gutenberg-galaxis by Melinda Kádár on Prezi

Apparently, McLuhan also had some ideas about how to browse a book. Key to McLuhan’s argument is the idea that technology has no per se moral bent—it is a tool that profoundly shapes an individual’s and, by extension, a society’s self-conception and realization:.

The last section of the book, “The Galaxy Reconfigured,” deals with the clash of electric and mechanical, or print, technologies, and the reader may find it the best prologue. So, unless aware of this dynamic, we shall at once move into a phase of panic terrors, exactly befitting a small world of tribal drums, total interdependence, and superimposed co-existence.

Quoting with approval an observation on the nature of the printed word from Prints and Visual Communication by William IvinsMcLuhan remarks:. Such is the character of a village, or since electric media, such is also the character of global village. Given the clue of “hand-writing” that terminates the “oral phase” one expects “printing” to terminate the manuscript phase and the “electrifying” to bring an end to the Gutenberg era.


Leggewie, Claus: Herbert Marshall McLuhan, The Gutenberg Galaxis

A Guide to the Information Millennium. Thus print carries the individuating power of the phonetic alphabet much further than manuscript culture gutenbegg ever do. In this new age, humankind will move from individualism and fragmentation to a collective identity, with a “tribal base. Apropos of his axiom, ” The medium is the message ,” McLuhan argues that technologies are not simply inventions which people employ but are the means by which people are re-invented.

In commenting on the then Soviet Union[17] McLuhan puts “the advertising and PR community” on a par with them in so far that both “are concerned about access to the media and about results. For the break between the time periods in each case the occurrence of a new medium is responsible, the hand-writing terminates the oral phase, the printing and the electricity revolutionizes afterwards culture and society.

Print raises the visual features of alphabet to highest intensity of definition. McLuhan Studies issue 2. The culture of the manuscript literally hand-writing is often referred to by McLuhan as scribal culture. The same is often true of the children belonging to religious groups who are taught to learn to say their prayers. Instead of tending towards a vast Alexandrian library the world has become a computeran electronic brain, exactly as an infantile piece of science fiction.

And as our senses have gone outside us, Big Brother goes inside. McLuhan himself suggests that the last section of his book might play the major role of being dje first section:. Certainly the McLuhan test can be applied to the Gutenberg Galaxy itself. To raise a moral complaint about galaxs is like cussing a buzz-saw for lopping off fingers.


The main concept of McLuhan’s argument later elaborated upon in The Medium is the Massage is that new technologies like alphabets, printing presses, and even speech itself exert a gravitational effect on cognition, which in turn affects social organization: This page was last edited on 7 Aprilat Views Read Edit View history.

Print exists by virtue of the static separation of functions and fosters a mentality that gradually resists any but a galais and compartmentalizing or specialist outlook. This article has multiple issues. June Learn how and when to remove this template message.

The moral valence of technology’s effects on cognition is, for McLuhan, a matter of perspective. Figure and ground ” Global village ” Media ecology ” The medium is the message ” Metamedia Tetrad of media effects.

Is it not obvious that there are always enough moral problems without also taking a moral stand on technological grounds? For instance, McLuhan contrasts the considerable alarm and revulsion that the growing quantity of books aroused in the latter seventeenth century with the modern concern for the “end of the book.

He also argued that the development of the printing press led to the creation of nationalismdualismdomination of rationalismautomatisation of scientific research, uniformation and standardisation of culture and alienation of individuals.

This article contains too many or too-lengthy quotations for an encyclopedic entry. Retrieved from ” https: Please help improve it or discuss these issues on the talk page. McLuhan studies the emergence of what he calls Gutenberg Man, the subject produced by the change gutnberg consciousness wrought by the advent of the printed book.