Show Less
Restricted access

Understanding New Media

Extending Marshall McLuhan – Second Edition


Robert K. Logan

Marshall McLuhan made many predictions in his seminal 1964 publication, Understanding Media: Extensions of Man. Among them were his predictions that the Internet would become a «global village,» making us more interconnected than television; the closing of the gap between consumers and producers; the elimination of space and time as barriers to communication; and the melting of national borders. He is also famously remembered for coining the expression «the medium is the message.» These predictions form the genesis of this updated volume by Robert K. Logan, a friend and colleague who worked with McLuhan. In this second edition of Understanding New Media Logan expertly updates McLuhan’s Understanding Media to analyze the «new media» McLuhan foreshadowed and yet was never able to analyze or experience. The book is designed to reach a new generation of readers as well as appealing to scholars and students who are familiar with Understanding Media.
Show Summary Details
Restricted access

Chapter 15. Clocks


← 152 | 153 →

· 15 ·


Content and extension: Clocks extend a person’s ability to coordinate activities by natural events and hence are an extension of the mind. Its content seconds, minutes, and hours are abstract mental constructs, which reinforces the notion that the clock is an extension of the mind.

Cascade: The cascade is from the mental ability to coordinate activities with the movement of the sun and other heavenly bodies to sun dials, to water clocks and hourglasses, to mechanical pendulum-based clocks, to clocks with spring mechanisms, to digital time pieces.

LOM: Clocks enhance social regulation and coordination, obsolesce humans working according to nature’s rhythm, retrieve the past, and reverse into obsessive and compulsive workaholism and loss of leisure time.

It seems that every electronic device contains a clock, whether it is the microwave, the TV, the cell phone, or the automobile. In fact, computers, notebooks, smartphones are both clock and calendar, alerting us at a certain time and date to perform some important task or activity. Some software (You Perform and Important Dates Plus, which work with Microsoft Outlook) will even send the user an e-mail to remind them of something they must do. This ← 153 | 154 → capacity of computers to alert us of the stations of the day carries on the tradition of the medieval clock towers whose bells signaled villagers or inhabitants of monasteries, prompting them to their various duties throughout the day. In the...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.