This description may raise initial concerns from some readers. ‘extensions’) of ourselves, and that by learning about them we thus also learn about ourselves. McLuhan believed that the essential message of human-made media is found when we realize that media are ‘outterings’ or ‘utterings’ (cf. literacy) and their impact on science, technology and culture. Ong and briefly with Harold Innis, from the early 1950’s to late 1970s, McLuhan and their ‘Toronto Communication School’ delivered profound, if not always mainstream or quickly comprehendible insights into the history of language and speech (e.g. Together at the University of Toronto with Eric Havelock, Northrop Frye, Edmund Carpenter, Walter J. Marshall McLuhan (1911-1980) was engaged in questioning and investigating the effects of print, electronic technology and various forms of ‘new media’ as they influence our lives. The provocative McLuhan Media Model can be applied as a way of exploring the relationship between causes and effects, which is an interdisciplinary topic of great extension. epistemologically) about science and technology, as individuals and as members of various societies. This article briefly presents the laws of media or ‘Four Effects.’ The purpose is to contribute to what people think and know (cf. As a book with a method-as-starting-point, the McLuhans’ left open the possibility for future scholars to continue their work on media effects, the so-called ‘laws of media.’ What was needed was to find a way for them to be further applied, to become compatible or to resonate with various scientific and research communities in the electronic-information era. In 1988, Eric McLuhan published some of the final papers of his father’s pioneering work, weaving together his own thoughts on language, media and communication in the form of a systematic approach to media studies, technology and culture.
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