Kelly Cooke - assigned reading excerpts
The Medium is the Sign
Kelly Cooke
Marcel Danesi’s ‘The Medium is the Sign: was McLuhan a semiotician’ describes the impact that the
technology of writing had on society. Danesi states on page 115 that, “McLuhan was among the first to
\realize that changes in media (like changes in signs) leads to changes in social structure and in
knowledge systems. Pictography did not alter the basic oral nature of daily communication, nor did it
alter the oral mode of transmitting knowledge of early societies. That occurred after the invention
of alphabetic writing around 1000 BCE—an event that brought about the first true radical change in
the world’s social structure.” Pictographs not altering the oral culture very much is aligned with the
thoughts David Abrams had on pictographs in ‘The Spell of the Sensuous.’ Abrams believed that
because pictographs drew from the natural environment in the tools used in and the images portrayed
that it was similar to oral communication in it’s effects on society. Though the Alphabet, being
entirely man made did have major effects in the way that it shifted society and social structure.
technology of writing had on society. Danesi states on page 115 that, “McLuhan was among the first to
\realize that changes in media (like changes in signs) leads to changes in social structure and in
knowledge systems. Pictography did not alter the basic oral nature of daily communication, nor did it
alter the oral mode of transmitting knowledge of early societies. That occurred after the invention
of alphabetic writing around 1000 BCE—an event that brought about the first true radical change in
the world’s social structure.” Pictographs not altering the oral culture very much is aligned with the
thoughts David Abrams had on pictographs in ‘The Spell of the Sensuous.’ Abrams believed that
because pictographs drew from the natural environment in the tools used in and the images portrayed
that it was similar to oral communication in it’s effects on society. Though the Alphabet, being
entirely man made did have major effects in the way that it shifted society and social structure.
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