Though the post-print possibilities of hypertext apparently champion diversity and polyphony, it too is inscribed in a culture in which that diversity is merely the superficial gloss, the new packaging of tomorrow's commodities. As Richard Kostelanetz describes in an article, McLuhan viewed world (I would specify 'western') history as consisting of four stages: " (1) Totally oral, preliterate tribalism. "Manuscript technology," he writes, "did not have the intensity or power of extension to create publics on a national scale. Moving in roughly chronological order, he examines preliterate cultures and their characteristics; probes the impact of the alphabet and its effect on art, philosophy, and human behavior; traces the rise of manuscript culture in the Middle Ages; and finally, charts the dramatic shift in consciousness following the invention and spread of printing. You'll get access to all of the It is McLuhan’s underlying thesis that all media are extensions of one or more of the human senses and that the development of any one medium will favor the particular sense which it extends. The Gutenberg Galaxy: The Making of Typographic Man McLuhan, Marshall. Within this general guide, however, McLuhan freely darts from subject to subject, touching upon disciplines ranging from art history to anthropology and considering topics as seemingly diverse as the reaction of tribal Africans to motion pictures and the reason that the introduction of Arabic numbers in the late Middle Ages caused the divorce between arts and sciences in Europe. For McLuhan the coming of the electronic age will precipitate a return to the tribalism and pleasure in diversity that collapsed in the age of movable type. First published in 1962, Marshall McLuhan's The Gutenberg Galaxy studies the emergence of what its author calls Gutenberg Man, the subject produced by the change of consciousness wrought by the advent of the printed book. Marshall McLuhan and The Gutenberg Galaxy. One has only to think of the flattening of difference evident in the Pepsi ad campaign in which Geishas in Japan and tribesmen in Africa all sing along with Ray Charles in a global chorus of "Ah Ha." eNotes.com will help you with any book or any question. A propos of his axiom, "The medium is the message," McLuhan argues that technologies are not simply inventions which people … When that happens, the human perception of the world will come to be dominated by the favored sense. It helped establish Marshall McLuhan as the original 'media guru.' More than 200,000 copies are in print. His other works include The Mechanical Bride: Folklore of Industrial Man (1951), Understanding Media: The … It gave us the concept of the global village; that phrase has now been translated, along with the rest of the book, into twelve languages, from Japanese to Serbo-Croat. Since its first appearance in 1962, the impact of The Gutenberg Galaxy has been felt around the world. However, while this vision of a global village has become a reality in the age of suit-case-sized satellite transponder dishes, the homogenization which McLuhan associates specifically with a print culture seems no less evident in our electronic culture. Already a member? More than 200,000 copies are in print. According to The Gutenberg Galaxy, the sense of sight has been favored in the Western world for thousands of years, since the development of the alphabet, and has been supreme for the past five hundred years, following the invention of printing. The configuration that resulted is the “galaxy” in McLuhan’s title, aptly named for the inventor of the printing press, Johannes Gutenberg. 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". First published in 1962, Marshall McLuhan's The Gutenberg Galaxy studies the emergence of what its author calls Gutenberg Man, the subject produced by the change of consciousness wrought by the advent of the printed book. He also refuses to confine himself to the strictures of approved academic style: “Heidegger surf-boards along the electronic wave as... Start your 48-hour free trial to unlock this The Gutenberg Galaxy study guide. Unlock This Study Guide Now. This is the task McLuhan sets for himself in this work. The study of the electronic galaxy is carried on in his subsequent volume, Understanding Media: The Extensions of Man (1964). As in his other books, McLuhan makes use of puns—“Medieval Idols of the King,” for example. What we call 'nations' did not and could not precede the advent of Gutenberg technology any more than they can survive the advent of electric circuitry with its power of totally involving all people in other people" (ix). A propos of his axiom, "The medium is the message," McLuhan argues that technologies are not simply inventions which people employ but are the means by which people are re-invented. During the second half of the nineteenth century, and with increasing speed during the twentieth century, this Gutenberg galaxy has been penetrated by a new organization of perceptions based on the electric media: the telegraph, radio, television, and computers. He writes: For McLuhan, the standardized letter forms of movable type reduced spoken language and even the vagaries of hand-written communication to deviations from an original type. Start your 48-hour free trial to unlock this The Gutenberg Galaxy study guide and get instant access to the following:. Since its first appearance in 1962, the impact of The Gutenberg Galaxy has been felt around the world. Our summaries and analyses are written by experts, and your questions are answered by real teachers. ©2020 eNotes.com, Inc. All Rights Reserved. Fifty years after its initial publication, this landmark text is more significant than ever before. See also: Manuscript Circulation, Illuminated Manuscripts, Johannes Gutenberg and the Printed Book, and The Commonplace Book. Other articles where The Gutenberg Galaxy: The Making of the Typographic Man is discussed: Marshall McLuhan: In 1962 McLuhan published The Gutenberg Galaxy: The Making of Typographic Man, the first of several books in which he examined communications and society. (302). For all that the ad is only the unconscious admission of the essentially imperialist nature of the American imagination, it also points to the truth of life in the electronic village where everyone watches CNN and wants to eat at McDonald's. The Gutenberg Galaxy, the work that concerns me today, is McLuhan's interpretation of a shift in mediums; an enormous transition in world history as McLuhan see it. The discovery of curved space ends the Gutenberg galaxy because it ends lineal specialisms, compartmentalized knowledge and fixed POV. the intellectual must tap the collective unconsciousness, explore and communicate the massive unconsciousness of collective man. We may live in the global village, but who would have foreseen that it would be owned by a soft drink company? Log in here. The Gutenberg Galaxy catapulted Marshall McLuhan to fame as a media theorist and, in time, a new media prognosticator. In The Gutenberg Galaxy, McLuhan takes what he calls a “mosaic or field approach” to the subject. Marshall McLuhan’s The Gutenberg Galaxy is subtitled The Making of Typographic Man, and the study is precisely that: an examination of how literacy, first in the form of the phonetic alphabet and later reinforced by printing, has created the culture of the modern Western world. It gave us the concept of the global village; that phrase has now been translated, along with the rest of the book, into twelve languages, from Japanese to Serbo-Croat. It helped establish Marshall McLuhan as the original 'media guru.' There are 107 short chapters, each headed by a provocative gloss which the chapter proceeds to explain or refine, frequently by the copious use of quotations from a variety of sources: William Shakespeare, Francis Bacon, James Joyce, medieval theologians, and modern scholars. This not only resulted in the commodification of literature but the simultaneous emergence of the "author" and the "public." The Gutenberg Galaxy content, as well as access to more than 30,000 additional guides and more than 350,000 Homework Help questions answered by our experts. As Western culture moves into this latest phase, it is now possible to examine the all-pervasive, and therefore unconscious, framework which has held the Gutenberg galaxy in place. The invention of movable type was the decisive moment in the change from a culture in which all the senses partook of a common interplay to a tyranny of the visual.