Nobody downloaded yet

Visual and Cultural Theory - Essay Example

Comments (0) Cite this document
Historical Media Transitions in McLuhan’s (1962, 1995) “Prologue: The Gutenberg Galaxy” 16 August 2013 The history of human communication affects the history of media. The debate on the development and effects of both histories cannot be detached, however, from the discourse on the binary between literate and non-literate societies…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.6% of users find it useful
Visual and Cultural Theory
Read TextPreview

Extract of sample "Visual and Cultural Theory"

Download file to see previous pages This essay analyses and determines the main ideas and historical and cultural contexts of the prologue of McLuhan’s The Gutenberg Galaxy, while using studio practices to explain McLuhan’s key ideas. Two secondary materials are also used to explore McLuhan’s text, Morrison’s (2001) article, “The Place of Marshall McLuhan in the Learning of His Time” and Scannell’s (2007) book, Media and Communication. The main ideas of McLuhan’s (1995) The Gutenberg Galaxy emphasise the importance of the medium as the message, while Morrison (2001) asserts the role of technology in expanding human functions. Scannell (2007) supports the cultural transitions that occurred, using McLuhan’s idea of a “global village” (p.135). McLuhan describes the effects of transitioning from an oral to a writing society wherein he argues that literacy expands important human functions, but with limitations, and that the electronic age has produced the retribalisation of human society, and these ideas have a connection to the transition from soundless to sound films, where the latter films exhibit both opportunities and limitations for expressing and extending human thoughts and practices. McLuhan (1995) criticises the devaluation of oral societies, including their oral practices. His text responds to the historical underestimation of the value of oral practices and the vitality of oral societies. He cites the work of Albert B. Lord, The Singer of Tales, who continued the work of Milman Parry. Parry hypothesised that his Homeric studies could prove that oral and written poetry did not share similar patterns and uses (McLuhan, 1995, p.90). Parry’s work had been initially snubbed by the academe because of the prevailing belief that literacy is the basis of civilisation. Morrison (2001) describes the difficulties of Parry in getting his study approved in Berkeley during the 1920s. See Appendix A for research notes on the primary and secondary texts used. The Berkeley faculty represents the general belief that literacy and civilisation are directly related: The notion that high literacy is the normative state of language and civilization, and that its only alternative is the fallen state of illiteracy, and hence darkness and ignorance, seems to occupy the vital center of humanistic studies with remarkable energy and intensity. (Morrison 2001, para.6). The key idea is that by assuming that literacy is the most important sign of civilisation, it automatically discriminates against studies on oral practices and societies that would suggest otherwise. McLuhan responds to the historical underrepresentation of oral studies in the humanities and history in general. He wants to address this underrepresentation through his own analysis of the electronic age, and how it goes back to oral traditions of earlier times. McLuhan demonstrates that history is incomplete when it does not provide enough space for the description and analysis of oral societies and practices. Aside from filling the gap of literature on oral practices, McLuhan (1995) supports the idea that oral societies have a richer connection with all of their senses, while the written text has produced a limited visual society because it suppresses auditory functions. He highlights literature that explores the vitality of oral practices, where oral societies are rich civilisations, perhaps even richer than writing ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Visual and Cultural Theory Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Visual and Cultural Theory Essay Example | Topics and Well Written Essays - 2000 words. Retrieved from
(Visual and Cultural Theory Essay Example | Topics and Well Written Essays - 2000 Words)
Visual and Cultural Theory Essay Example | Topics and Well Written Essays - 2000 Words.
“Visual and Cultural Theory Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Visual and Cultural Theory

Relational Cultural Theory

...? Relational Cultural Theory s Relational Cultural Theory According to Miller (1976), relational cultural theorists advocate for the extension of the multicultural/social impartiality, counseling competences past the realm of self- alertness, cultural acquaintance, and culturally receptive helping skills. The theory talks about individuation, division, independence as the developers of emotional maturity and psychological fitness. The theory explains that, the growth-fostering interactions are fundamental human requirements. The disconnections of the sources lead to psychological problems...
7 Pages(1750 words)Essay

Hofstede Cultural Theory

...? Hofstede cultural theory Culture plays an important role in the success of any business. The culture of an organization determines how activities in an organization are undertaken. Organizations are full of people from diverse culture who have different reaction and attitude therefore, management has a mandate of ensuring their interests and concerns are incorporated in making the company’s decisions. Culture refers to norms and values that govern the organization. Hofstede discussed various cultures that govern the countries’ or organizational failure or success in managing cultural diversity. One of...
4 Pages(1000 words)Essay

Relational Cultural Theory

...?Running head: RELATIONAL CULTURAL THEORY Integrating the concepts of relationship or alliance from the work of the RCT theorists, Somaly Mam's writings and Freire's work Student’s name Course name Tutor’s name Date Relational cultural theory (RCT) emanates from the work of Jean Baker Miller and is integrated into the feminist and multicultural movements in psychology. The theory embraces aspects of social injustices from these movements with significant focus on relationships. The RCT theorists argue that relationships are the healing mechanism in psychotherapy as well as indicators for mental health and wellness (Robb, 2006). The theory is primarily focused on women and their relational experiences; like the experiences narrated... . For...
7 Pages(1750 words)Essay

Visual Arts - Cultural Artifact

...? Cultural artifact paper Cultural artifact paper Introduction: History of humankind has shown that certain objects made or modified by men and women reflects the culture that exists during the time. Such objects which can be seen, felt, read or heard have endured the test of time and can still be used to analyze the period during which it was created are often referred to as cultural artifacts. Examples are numerous and include inventions, works of art, literature, music and even famous orations. Studying such artifacts are important for a student of history because they provide a solid proof which can establish or substantiate a historical and cultural...
3 Pages(750 words)Assignment

Visual Representations of Organization Theory

...Running head: Visual representation Visual representation of organization theory Pallavi Bichali Academia Research Abstract This paper illustrates two different organization theories through visual representations. The two organization theories touched upon are that of trap of favored ways of thinking and the dark side of organizations in the form of shadow of organization. Morgan’s analysis of images of organization aid in understanding the psychology of organization and behaviors that directly or indirectly relate with organization culture and growth. For the first aspect, a picture of fish in water is used to...
2 Pages(500 words)Essay

Visual Sociology: Analyse a Cultural Product

...Dove’s campaign for real beauty – true colors (advertisement) Link to this video- http All the beauty commercials including this particular one are parts of our mass culture, which always percolates the concepts of beauty only in association with the dominant beauty culture and existing social stereotypes. The primary argument put forth by such advertisements is that to feel beautiful is to conform to certain existing beauty norms. But this particular advertisement claims to sabotage that frame of reference by saying that this is a campaign for real beauty. The advertisement also depicts people from real life (girls in this case) who have flaws in their appearance when looked from the angle... of the...
3 Pages(750 words)Essay

Vygotskys Socio-Cultural Theory

...Vygotsky’s Socio-Cultural Theory Introduction Childhood development is a crucial consideration when it comes to tackling theories in learning as many studies have firmly established the importance of strengthening the aspects of childhood development in order to facilitate a child’s learning experience. In particular, the early stages of childhood development have been known to create great impact on his future development well into adulthood [Coo09]. Thus, it is vital that these theories of learning be paid careful attention in order to be able to devise early intervention systems for children facing such learning difficulties. In order to address this need, this...
5 Pages(1250 words)Case Study

Cultural theory and images

...Cultural Theory and Images: The three images perused for this exercise do provide the viewer with broad interpretative scope. When looked at withoutcognizant of the title or the context in which they were made, the range of possible meanings contained in them grows. Take, say, the imaged titled Egon Schiele, Self-Portrait with Spread Fingers, 1911. Self portraits are usually either fair or flattering to the painter. But Schiele takes a non-reverential look at himself in projecting an emaciated and disfigured state. For the viewer unaware of this background, the painting might appear to be that of a leprosy patient whose condition is near terminal. This view is all the more plausible considering the...
2 Pages(500 words)Essay

Cultural Deviance theory

...Validity of Cultural Deviance Theory Cultural deviance theory is the most valid because it adopts a naturalistic approach toward the analysis of matters with minimal assumptions, if any. Let’s compare its approach to that suggested by the social control theory in the analysis of drug users. According to cultural deviance theory, drug users belong to social networks that are same as the social networks of common people structurally as well as interactively (Whittaker and Garbarino, 1983, pp. 360-361). However, difference of values and beliefs between the two types of social networks makes certain people drug users. In...
1 Pages(250 words)Essay

The global flow of visual cultural

...Due The global flow of visual cultural This is the work of art by Guillermo Gomez-Pena, who as an artist does performance solos, duets into DVDs, poems, audios and photography. His work has incorporated other artists work like La Posha Nostra. We shall view the cultural imperialism, hybridity, diaspora and cross-border on Gomez-Pena’s work of visual art and film studies. Gomez-Pena challenges non-existence of cultural imperialism. People should exist, and no one should be illegal. Example, the conversation between the artist and a white American, who criticised immigrants but in truth he was the real alien. The other one was the patrol American man who...
1 Pages(250 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Visual and Cultural Theory for FREE!

Contact Us