Article Sidebar
Article Details
The author(s) retain copyright on work published by AOSIS unless specified otherwise.
Licensing and publishing rights
Author(s) of work published by AOSIS are required to grant AOSIS the unlimited rights to publish the definitive work in any format, language and medium, for any lawful purpose. AOSIS requires journal authors to publish their work in open access under the Creative Commons Attribution 4.0 International (CC BY 4.0) licence.
Read more here: http://creativecommons.org/licenses/by/4.0/.
The authors retain the non-exclusive right to do anything they wish with the published article(s), provided attribution is given to the applicable journal with details of the original publication, as set out in the official citation of the article published in the journal. The retained right specifically includes the right to post the article on the authors’ or their institution’s websites or in institutional repositories.
Previously published work may have been published under a different licence. We advise the community that if they would like to reuse the work to consult the applicable licence at article level.
Main Article Content
‘Electricity is running through my veins’: DIE symbiose Zwischen mensch und technologie in Marshall Mcluhan’s medientheorie
Abstract
‘Electricity is running through my veins’: the symbiosis between humankind and technology in Marshall McLuhan’s media theory
In contrast to a widespread technical-mathematical media model that reduces electronic media to transmission channels, thereby making information into a quantifi able commodity, Canadian media theorist Marshall McLuhan, as early as the 1960s and 1970s, revealed the complex nature of the media irrespective of the contents that it conveyed. According to McLuhan, the media is an extension of the human body that expands human agency, but nevertheless leads to the
‘amputation’ of extended body parts. In this way, the medium becomes a constituent part of the body, while thereby taking on human qualities. Following McLuhan’s media theory, this article reveals the symbiosis between technology and the human body and emphasises the signifi cance of the artist for comprehending contemporary medial-technological reality and for overcoming the challenges that such a reality poses.
