The Medium is the Massage An Inventory of Effects 媒介即按摩（麦克卢汉 传播学代表作）ISBN=9780141035826 pdf mobi txt word epub 下载 2024

Well known for coining the term 'Global Village', Marshall

McLuhan's thinking was, and still is, revolutionary. His theories,

many of which are illustrated in this astonishing 'inventory of

effects', force us to question how modes of communication have

shaped society. This is an astonishing work by a truly astonishing

man. "The Penguin on Design" series includes the works of creative

thinkers whose writings on art, design and the media have changed

our vision forever. This is one of four books in that series.

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Marshall McLuhan was a Canadian educator, philosopher and

scholar - a professor of English Literature, a literary critic and

a communications theorist. McLuhan's work is viewed as one of the

cornerstones of the study of media theory. McLuhan is known for

coining the expressions 'the medium is the message' and the 'global

village'.

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在线阅读地址：The Medium is the Massage An Inventory of Effects 媒介即按摩（麦克卢汉 传播学代表作）ISBN=9780141035826在线阅读

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我们时代的媒介或过程正在重塑和重构社会性的相互依存，正在重塑和重构我们生活的方方面面，这个媒介是电子技术。……社会是由人传播所用的媒介形塑的，而不是由传播的内容形塑的，古今皆然。……字母表和印刷技术养成并鼓励分割肢解的、专门化和分离的过程。电力技术养成和鼓励统一性和人的卷入。如果不了解媒介的运行机制，那就不可能理解社会文化变革。P6

在很大程度上，“焦虑的时代”源于这样的习惯：试图用昨天的工具，即昨天的观念做今天的事情。P7

当今的时代为我们用幽默的方式学习提供了机会。一个令人感悟或富有洞见的笑话常常是意义隽永的，它胜过从封面到封底连篇累牍的陈词滥调。P8 ……幽默是交流系统，是环境的探针，其功能是传播并探索正在发生的事情。幽默给我们提供最吸引人的反环境工具，它不研究理论，但常常是解释变化感知的最佳指针。早前社会的热闹靠情节曲折的故事，昔日的社会需要故事情节。今天的情况正好相反，幽默没有故事情节，没有序列。幽默通常由许多故事叠加紧缩而成。P90

“儿童”是17世纪的发明；莎士比亚的时代不存在“儿童”。直到那时，儿童一直与成人世界融为一体；此前，我们当代意义上所谓的“儿童”是不存在的。今天，儿童的成长过程显得荒诞，他生活在两个世界中，两个世界都没有扶助他成长的倾向。“成长”——这是我们时代的新任务，这是全盘的新任务。单纯的课堂教学是不够的。P16

遗憾的是，许多政治改革计划本意是好的，目标是舒缓失业的痛苦，却适得其反。这说明，改革者对媒介影响的真实性质一无所知。P18

不同观点高度一致那种意义上的“公众”已经终结。今天继之而起的是“大众”（mass audience），他们可以当作创造性、参与性的力量，但他们得到的仅仅是一揽子的被动娱乐。……一种新政治形式正在兴起，我们尚未留意其兴起方式。起居室成了选举投票亭。我们通过电视参与自由进军、战争、革命、污染等各种事件，这样的参与正在改变一切。P20

书籍介绍

Well known for coining the term 'Global Village', Marshall McLuhan's thinking was, and still is, revolutionary. His theories, many of which are illustrated in this astonishing 'inventory of effects', force us to question how modes of communication have shaped society. This is an astonishing work by a truly astonishing man. The Penguin on Design series includes the works of creative thinkers whose writings on art, design and the media have changed our vision forever. This is one of four books in that series.

• 作者： DC 发布时间：2011-11-23 02:24:34

  为啥我觉得巨艰涩……

• 作者： Demeter 发布时间：2015-08-09 17:29:15

  （inspired by McLuhan和BBC那场bizarre的谈话）very brilliant..短小精悍 平面剪切活生生地出来了立体感多维感。。N重、有现象学的柑橘。话说，题目的《媒体即按摩》（即使是当初typo了）怎么都被当成了《媒体即信息》= =

• 作者： 大敲谷 发布时间：2020-07-23 22:25:53

  每页都给我来一榔头的感觉

• 作者： 阿鳥阿鳥 发布时间：2013-10-17 02:01:31

  给跪....

• 作者： Rhinover 发布时间：2014-04-28 19:23:39

  相比较“媒介即讯息”，我似乎更喜欢“媒介是按摩”，带着一种游乐的态度，“如果事情不是为了有趣，做又有什么用？”

• 媒介即推拿

  作者：Sari 发布时间：2016-01-04 11:05:13

  The medium is the massage是一本十分奇怪书。作者是传播理论的教父之一Marshall McLuhan，出版年份是1967年，据说当年出版后还引起了一场cult风潮，足以见其特殊之处，即便在今天看来，这本书的内容和形式也都是极为超前的。

  McLuhan的学术生涯相当传奇，这位加拿大的哲学家不仅是传播理论（也称作信息理论communciation theory）的先行者，还是一位在电视广告领域颇有经验的实践者。他提出了“媒介即信息” （the medium is the message），”地球村” (global village)等诸多划时代的理论，甚至还预测到了30年后才出现的互联网。在读the medium is the massage时，你会惊讶地发现，这些写于半个多世纪前的预言如今已经成为了现实。

  The medium is the massage的书名恶搞作者自己的理论the medium is the message，据说是打字员失手将message错拼为massage，而McLuhan看到后认为massage更能体现本书的精神，也就将错就错延续了下来。书中的文字精炼到极致，似乎可以直接拿来作传播学的公理，插画也满是创意。有些插画上下颠倒，有些是镜像，读者要想看懂，还真需要猜猜作者这些奇怪的谜语。

  虽然书中的内容很艰涩，插图也很怪异，但是观点倒是很容易概括，其实就是“媒介即信息”的升级版本。作者早年看来，媒介已经不满足仅做信息的载体，大有取而代之的势头。而Massage代表了作者现在的立场，如今的年代，媒介已经超越了信息的范畴，成为了人类躯体的延生。媒介代替了我们的感知器官，支配了我们的感知方式，塑造了我们的知识构架。在当时没有互联网，纸质书还没有没落的年代，这样的观点实在太过于超前了。

  McLuhan更新了公众对媒介的认知，预言了“内容为王”主义的衰落。在信息传播的流程中，信息越来越不重要，媒介的变更促进了信息传播交流的演变。从更长的时间跨度来看，这样的观点确实站得住脚。我们依赖的媒介从龟甲，羊皮，竹简，丝绸，再到后来的纸张，现在的电子书，演变了太多。每一次媒介的改变都会颠覆我们看世界的方式，改变文明的进程。举例来讲，华夏文明原先使用竹简，石刻，欧洲使用羊皮卷，都帮助了少数人群垄断知识。但是从活字印刷普及和Gutenberg革命开始，信息垄断的时代就结束了，经典的解释权再也不属于精英阶层，普通人也看得起书了。新的媒介也向着共享，开放的未来发展着。

  媒介的演变左右着信息传播的发展方向，但是也不要忽视内容的力量。新的媒介搭建了信息共享的平台，但是内容的质量却良莠不齐，病毒般传播的信息似乎只是群体盲目的选择，对于人类文明的进程没有太多的意义，每每看到它们，心想还不如去读佛经。

• Notes: a simple logic

  作者：Innisland 发布时间：2012-02-12 13:38:17

  It's sequence of the introduction to media as extension of human body.

  Marshall draw a map as how everything around us from relationship to others, the environment we are set in, public sectors are all turning to what was never before.

  It's not how important media are, but what role the media are playing. They are being the substitute of the previous organs we utilize and sometimes hold complaints of. Each kind of medium is the new tool. Once we thought human's evolution was pushed by the usage of tools, but now we see how the tools are not only changing the outside world but are having more and more influence on our physical or psychological own self. Our ways of perceiving the world is getting along with the new eyes we are using. From the old time's ditto devices, our lives are shifted from the village norm to the more mechanic-like copies. Those copies are more regularly habitualized, standardized. Once into the phase of mass media, we are detached of the meanings or interactions, especially when we are the public, which was only enabled to exist with the printing. Individuals are more important since they are offered the possibility to have the platform to state for themselves. Of course we love arts. "The art is the visualization of culture", which won't be possible without the solid substances it acquires.

  The electronic circuitry, however, leads us back to the village. Because all of those new media, they seek participation as necessity. Meaning and content becomes once again significant. It's as if reappeared, the ancient norm of living. Then the whole subject, environment and so on, are experiencing the result of a butterfly effect. Then the media forces human being to change other related public world. The education, the politics, the history, the language, the authorship…

  You won't realize until you are only thinking about the container of the information. How democracy but also aristocracy the media can be. It's the former when you value the information as helpful; It's the latter when information becomes fierce flood and savage beasts. Media robbed our childhood, which was only a evolutional invention in the 17s, The format of media are twisting...forwarding...decentralizing.... US.

  That's why the final question terminates at : who are you.

  Above is the simple logic Marshall McLuhan is sharing in the black-and-white but pictorial mini-book.

• 在平台刷短视频，按摩大脑

  作者：徐韬 发布时间：2022-07-04 11:07:07

  这本书名其实是当时打错了，应该是“媒介即信息”，麦克卢汉看到“信息”message 被打成了“按摩”massage，觉得这个小插曲很有趣，就保留了，他认为信息的确就是对大脑的按摩。这本书主要的观念就是，媒介已经取代信息本身，变成了信息。说起来很抽象，举例子比如我们看电视，看电视这个行为或者电视作为媒介，已经取代了电视上的内容；比如某人的推特治国，用的这个媒介可能比他的胡说八道的内容要重要；再比如现在的漫威电影，很多人认为发行方式已经取代制片成为了最关键的环节。观念有很多人赞成，很多人反对，但他是在60年前写的这本书，超前的思维让他成了一代宗师。

  拿网络短视频来说，网络平台作为媒介，是不是已经给人了一种内容已经不重要的感觉？利用UGC，产生大量同质化的东西和信息流视频刺激观看者大脑产生多巴胺，这是不是媒介即按摩？这种趋势是否已经延伸到了网大电影？

• Fragments

  作者：義人青立 发布时间：2020-01-17 08:05:57

  More of a radical manifesto.

  Points are in fragments because the new grammar of our world is in fragments. (Mainly because I don’t really understand the logic/He didn’t even bother to explain.)

  1. Anxiety is the result of dealing with today’s problems using yesterday’s tools & concepts.

  To hell with the old system.

  2. Media — extensions of human faculty.

  3. “Global [Village]” suggests we are traveling back to a primitive age before literary norms happened, to an environment deconstructing itself every minute.

  A new replacement of grammar is needed.

  4. World of ALLATONCENESS.

  Where time and space are dissolved.

  5. Whoever sharpens our perception must be antisocial. Radical.

  Professionalism: environmental; Amateurism: anti-environmental. (Long live the contemporary art!)

  6. The omnipotent ear.

  “We can’t shut out sound automatically. We simply are not equipped with earlids.”

  7. “Now we have to adjust, not to invent.”

  Lamarck would be so pleased to hear that.

  8. “In television, images are projected at you. You are the screen. The images wrap around you. You are the vanishing point. This creates a sort of inwardness, a sort of reverse perspective.”

  The man-machine.

  9. “Propaganda ends where dialogue begins.”