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The Toronto School: How does the keynote address fall/not fall under the Toronto School paradigm? Discuss the issues related to technological determinism; the ̳global village‘; globalisation; use of the mass media by politicians and others and for p Essay Example

THE TORONTO SCHOOL

The Toronto School

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04, 09, 2011

The Toronto School

The Toronto school examines literature materials from early Greek as well as hypothetical view if systems used in communication can generate emotional and social states.

Technological determinism is how technology impacts influence society emotionally and socially. It plays a key role in people’s perception of some issue that occurs on daily basis. Meyrowitz records that electronic media have contributed to humanity changes as they try to fit into current situations (Meyrowitz 1985).

The issue of global village as viewed by McLuhan as electronic interdependence through which would end the individualism in printing media and televisions. According to McLuhan, Technology is a device that determines people’s beginning and understanding (McLuhan 1962). Immoral cases also take place outside the technological scope. Communication of John Kennedy’s death worldwide connected many people who mourned his death as and therefore electronic media have played a role in unifying (McLuhan 1964). Globalisation allows people to participate in world’s events and information.

Politicians who seek to fame themselves have used media. Through the message sent to viewer can lead to decision making on voting certain politician. For instance, media coverage on Bush’s attack to Iraq might have contributed to his win for additional term in 2004. People must have seen that Bush was ready to take actions on matters of national and international importance.

In conclusion, people blame electronic media for the influence they are capable to influence to users. A case of drug abuse cannot be fully as an effect of watching televisions but inner urge of a person.

Reference list

McLuhan, M 1962, The Gutenberg Galaxy: the making of typographic man, University Of Toronto Press, Toronto.

McLuhan , M 1964, Understanding media: The extension of man, McGraw-Hill, New York.

Meyrowitz, J 1985, No sense of place: The impact of electronic media on social behaviour, Oxford University Press, New York.

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