Marshall McLuhan discovered the theory of technological determinism and did so by dividing it into four periods: a tribal age, a literature age, a print age, and an electronic age. McLuhan believed that "inventions in technology invariably cause cultural change" (Griffin, 1997, p.343). The media in turn shapes us as we use our senses to see, hear, touch, taste and smell what they depict on television, in magazines, in textbooks, on radio and other forms of media. McLuhan stated, "Media are anything that amplify or intensify a bodily organ, sense, or function" (Grifin, 1997, p.343).
In relation to our American society, we have been surrounded by media all our lives. A typical child grows up watching cartoons, movies, and other programs on televsion. We listen to our parents read us books while we pay close attention to the pictures and colors we see. If we hear the radio use bad language, we repeat what is said in hopes of learning a new word. Every day we are surrounded my some from of media and bit by bit it has molded us into the human beings we are today.
Starting from birth it is essential that human beings experience each phenomenal pillar in our lives. In my own life it is apparent that I have experienced each technological age.
The tribal age is described by McLuhan as an acoustic place where the senses of hearing, touch, taste, and smell are developed far beyond the ability to visualize. When I was a mere cell developing into a baby inside my mother, my senses were developing before I even knew what they were. As a baby I grabbed for things to put into my mouth, just like curious babies do. Soft sounds before bedtime relaxed me and mother's parfume had a distinct smell. These first experiences of hearing, touching, tasting and smelling served as a foundation for my natural instincts as an adult.
The age of literacy, which serves as the visual sense, developed after the tribal age- teaching people that reading and writing is possible. I can remember when I first learned to read and write. It seemed as though I moved into a new world where I could understand all things around me. I had the wild imagination, only now I could write what I saw. The alphabet was a maze and I knew how to encode and decode my messages.
The print age developed soon after literacy. Now mass productions of identical products could be made. This age I relate to my first trip to a library. I couldn't believe my eyes. I wanted them all to be mine. This opened my thoughts to explore books of all kinds and to travel anywhere I imagined possible. It never ended from here.
Buiding on electronic communication devices for years and years has led us into computer technology in the 20th century. The electronic age has allowed information to travel at unbelievable speeds. When I started school I learned what a computer was and how to use it. It seemed like a time machine to me that I would never figure out. And now that I sit in front of a computer and develop a web page, I am amazed at the ability one machine can have. As McLuhan states,"we've gone back to the future." Sound and touch are more important than sight. This is a summary of mcluhan's theory. I hope you all like this. still have not found out how to post a link so i cut and pasted. This goes with what i have been trying to say.