Marshall McLuhan's tetrad of media effects uses a tetrad—a four-part construct—to examine the effects on society of any technology/medium by dividing its effects into four categories and displaying them simultaneously. The tetrad first appeared in print in articles by McLuhan in the journals Technology and Culture (1975) and et cetera (1977). It first appeared in book form in his posthumously-published works Laws of Media (1988) and The Global Village (1989).
Reading, and Understanding Media
A guidebook, and poetry more than prose, Marshall McLuhan's 1964 work remains one of our best resources for exploring the nature and effects of new media. It's not an easy read, so I'm going to help.
Brett Scott (@brettscott)
Marshall McLuhan is famous for his observation that the form of a communication technology can shape our mind and society The age of the printed book, for example, carried with it a particular way of being. Regardless of the differing content of different books, all books required a particular mindset in which a thread is followed from the beginning to the end through an arc I feel the age of social media is like the age of a ripped up book, as if we were surrounded by torn shards and shreds of paper floating like confetti around us. We grab for them, hoping for some tiny insight, but not having any way of knowing where it fits in the overarching narrative This note is one such shard. You can toss it away now
No Sense of Place: The Impact of Electronic Media on Social Behavior
Introduction: Behavior in Its PlacePart I--Media as Change Mechanisms Media and Behavior: A Missing LinkMedia, Situations, and BehaviorWhy Roles Change When Media ChangePart II--From Print Situations to Electronic Situations The Merging of Public SpheresThe Blurring of Public and Private BehaviorsThe Separation of Social Place from Physical PlacePart III--The New Social Landscape New Group IdentitiesNew Ways of BecomingQuestioning AuthorityEffect LoopsPart IV--Three Dimensions of Social Change The Merging of Masculinity and FemininityThe Blurring of Childhood and AdulthoodLowering the Politica
No Sense of Place: The Impact of Electronic Media on Social Behavior
Electronic media present us with a collage of experiences from everyplace. We eat dinner at home while watching starving children thousands of miles away reach out to us for food. From our easy chairs, we stare at blindfolded hostages, and coolly
Post Artifact Books and Publishing
How does digital affect publishing spaces? How do we talk about these effects?
Distinguishing Person-Specific from Situation-Specific Variation in Media Use: A Meta-Analysis - Anna Schnauber-Stockmann, Michael Scharkow, Veronika Karnowski, Teresa K. Naab, Daniela Schlütz, Paul Pressmann, 2025
Media use varies between persons (person-specific variation) and within persons (situation-specific variation, that is, the same individual uses media different...
Media and Social Capital
We survey the empirical literature in economics on the impact of media technologies on social capital. Guided by a simple model of information and collective action, we cover a range of different outcomes related to social capital—from social and political participation to interpersonal trust—in its benign and destructive manifestations. The impact of media technologies hinges on their content (information versus entertainment), their effectiveness in fostering coordination, and the networks they create as well as on individual characteristics and media consumption choices.
Thoughts on Cyberpositionality: The Construction of Digital Communities in Digital Spaces, Damien Patrick Williams
I found Rebecca Monteleone, Martin Perez Comisso, and Elma Hajric’s “Cyberpositionality: Sociotechnical Location in the Digital Age” (2024) to be an extremely timely and important article which can…
Person Overview ‹ Mitchel Resnick – MIT Media Lab
Mitchel Resnick, LEGO Papert Professor of Learning Research at the MIT Media Lab, develops new technologies and activities to engage people (particularly child…
No effect of different types of media on well-being
It is often assumed that traditional forms of media such as books enhance well-being, whereas new media do not. However, we lack evidence for such claims and media research is mainly focused on how much time people spend with a medium, but not whether someone used a medium or not. We explored the effect of media use during one week on well-being at the end of the week, differentiating time spent with a medium and use versus nonuse, over a wide range of different media types: music, TV, films, video games, (e-)books, (digital) magazines, and audiobooks. Results from a six-week longitudinal study representative of the UK population 16 years and older (N = 2159) showed that effects were generally small; between-person relations but rarely within-person effects; mostly for use versus nonuse and not time spent with a medium; and on affective well-being, not life satisfaction.
The Myth of Allied Technological Inferiority
World War II, The Free Press, and the Problematic Use of History in Contemporary Media
Historical pragmatism and the internet
This article argues that the literature describing the internet revolution in the 1990s was characterized by the rhetoric of the technological sublime. This rhetoric suffered from three fatal flaws: (1) it was not sufficiently grounded in the historical development of technology; (2) it viewed the internet in isolation, failing to consider the wider technological context; and (3) it failed to examine the internet in view of the social, economic, religious and political circumstances of its users. Several examples from history are cited, demonstrating that changes in various systems for the production, dissemination and preservation of cultural information both border and deborder the world. The article suggests that if internet researchers take a pragmatic, historically grounded approach, they will discover that the introduction of internet technology can be seen to have similar consequences. While the technology overcomes many boundaries (of space and time, politics and economics), other social borders may be created at the same time. It is easier to see old boundaries coming down than to see new ones being erected. Rather than being swept by utopian or dystopian enthusiasms, the article insists that the really interesting discoveries are to be made in locating the subtle social shifts taking place, relatively unnoticed, as a consequence of technological change.
The Internet's Meaning Crisis
Parasocial media is a response to excessive irrelevance
NEW MODELS 2026®
NEW MODELS is a media channel and community addressing the emergent effects of networked technology on culture.
Part II is live now. What comes after social media?
People, Not Posts: Part II - What Comes After Social Media?
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