new media: determining or determined? 2

This week was ' new media: determining or determined? ' s second time.
Marshall McLuhan and Williams, these two man was lecture's heroes.

1. The extension thesis

• The technology is an 'extensions of man' (based in the nature of the human body)
• Aristotle : the body is the soul's natural tool, The core of the idea is that instruments
• extend the functions of the labouring body
• Marx
• KAPP : nervous system, circulatory system, organ project
• Bergson : if our organs are natural instruments, our instruments must then be artificial organs

2. The environment thesis

• The new media not bridges between man and nature : they are nature
  that above a certain threshold of quantitative change(the number of technologies a society uses) there arisea qualitative change in the structure and functioning of that society
  that technology, at that point, becomes autonomous, determining its own future and that of the society it shapes

3. The anti-content thesis

• the medium is the massage
• Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication
  
• Human agency versus technological determination
  
• The plural possibilities and uses of a technology
  
• Concepts of technology
  
• The concept of a medium
  
• The medium is the message
  
• Medium as a reification of a social process
  
• Medium as material