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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This article relies too much on references to primary sources. Though the World Wide Web was invented thirty years after The Gutenberg Galaxy was published, McLuhan may have coined and certainly popularized the usage of the term ” surfing ” to refer to rapid, irregular and multidirectional movement through a heterogeneous gallaxis of documents or knowledge, e.

The transition from this oral culture takes place when the child is taught to read and dje. It seems to me a book that somebody should have written a century ago. University of Toronto Press. 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.

The same is often true of the children belonging to religious groups who are taught to learn to say their prayers. McLuhan identifies James Joyce ‘s Finnegans Wake as a key that unlocks something of the nature of the oral culture.

Die Gutenberg-Galaxis : Marshall McLuhan :

The chairman of the selection committee was McLuhan’s colleague at the University of Toronto and oftentime intellectual sparring partner, Northrop Frye. Certainly the McLuhan test can be applied to the Gutenberg Galaxy itself. Quoting with approval gaoaxis observation on the nature of the printed word from Prints and Visual Communication by William IvinsMcLuhan remarks:.

The culture of the manuscript literally hand-writing is often referred to by McLuhan as scribal culture. Please improve this by adding secondary or tertiary sources. In this passage [Ivins] not only notes the ingraining of lineal, sequential habits, but, even more important, points out the visual homogenizing of experience of print culture, and the relegation of auditory and other sensuous complexity to the background.

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 galaxks. And as our senses have gone outside us, Big Brother guteenberg inside. Print exists by virtue of the static separation of functions and fosters a mentality that gradually resists any but a separative and compartmentalizing or specialist outlook.


Such a large collection of small chapters does fit the picture of a mosaic. Is it not obvious that there are always enough moral problems without also taking a moral stand on technological grounds?

From Wikipedia, the free encyclopedia. McLuhan described it as one which “develops a mosaic or field approach to its problems”. Learn how and when to remove these template messages. This page was last edited on 7 Aprilat Movable type, with its ability to reproduce texts accurately and swiftly, extended the drive toward homogeneity and repeatability already in evidence in the emergence of perspectival art and the exigencies of the single “point of view”.

Please help improve the article by presenting facts as a neutrally-worded summary with appropriate citations. 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.

The oral tradition is not dead. This article contains too many or too-lengthy quotations for an encyclopedic entry. Retrieved from ” https: In the early s, McLuhan wrote that the visual, individualistic print culture would soon be brought to an end by what he called “electronic interdependence”: In this new age, humankind will move from individualism and fragmentation to a collective identity, with a “tribal base. Apparently, McLuhan also had some ideas about how to browse a book. The term is sometimes described as having negative connotations in The Gutenberg Galaxybut McLuhan himself was interested in exploring effects, not making value judgments:.

His episodic and often rambling history takes the reader from pre-alphabetic tribal humankind to the electronic age. The moral valence of technology’s effects on cognition is, for McLuhan, a matter of perspective. McLuhan studies the emergence of what he calls Gutenberg Man, the subject produced by the change of consciousness wrought by the advent of the printed book.

In other words, childhood is one of the ages of man in Shakespeare’s sense and is essentially an oral tribal culture. According to McLuhan, the invention of movable type greatly accelerated, intensified, and ultimately ggutenberg cultural and cognitive changes that had already been taking place since the invention and implementation of the alphabet, by which McLuhan means phonemic orthography. Please help improve it or discuss these issues on the talk page. The invention of movable type was the decisive hutenberg in the change from a culture in which all the senses partook of a common interplay to a tyranny of the visual.


The Internet did not exist then. 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. 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.

If men decided to modify this visual technology by an electric technology, individualism would also be modified. 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.

Leggewie, Claus: Herbert Marshall McLuhan, The Gutenberg Galaxis

By using this site, you agree to the Terms of Use and Privacy Policy. A Guide to the Information Millennium. 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. The strangeness of the use of “electrifying” is entirely appropriate in the McLuhan context of It is a problem, but not a moral problem; and it would be nice to clear away some of the moral fogs that surround our technologies.

Doing so will reveal a further insight into the purpose of his own book.

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: Print is the technology of individualism.

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.

Print raises the visual features of alphabet to highest intensity of definition. Cover of the first edition.

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