Rašto Medijų Sąsaja Su Individualios Savimonės Bei Modernios ,,Įsivaizduojamos” Bendruomenės Fenomenais
Media of Writing Interface with the Individual Consciousness and the Modern “Imagined” Community Phenomenon

Summary/Abstract: This article is analysis of writing as a problem in Media philosophy through the theoretical prism of Marshall McLuhan – one of the famous media theory paradigm creators. M.McLuhan states that in order to understand the effect of media, one has to study its whole cultural environment, not just itself. Accordingly to author’s shown path, the limits of oral culture experience will be outlined first. In that perspective, the deep impact of writing in both social and psychological planes is reflected. M.McLuhan analyzed man‘s sensual experience of a specific alphabetic writing and its extensions in typography (printing technologies, books, newspaper media). McLuhas‘s analysis displayed a very clear connection of these media to strong individualistic values, as well as with the “imagination” way of modern communities.

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