Marshall Mcluh Public Intellectual Communication Theory

Marshall McLuhan is an important Canadian philosopher He was born in Edmonton, Alberta 21 July, 1911 and he died in December 31, 1980. Marshall Is the founder of the public intellectual communication theory, and his work is considered one of the cornerstones in the study of media theory, Marshall also had practical applications has been applied in the field of advertising and TV. He studied at the University of Manitoba and the University of Cambridge; he began his career as professor of English at several universities in the United States and Canada especially the University of Toronto. The most important messages of Marshall is the message of the global village, with the presence of the Internet and development his work became

And medium may be movies, news, songs, books, video games, text messages, email, print and electronic media, and everything related to communications technology and multimedia. For example When considering the cultural influence of the media, we are often fooled analyzed the content and striking him too much, but for the content and medium, is just like a big piece of meat, which received guard dogs by the thief to be distracting the mind from the fact the message .It can be said that when we look to the media in terms of content because it disseminates information, entertainment and education so we care more about their content and method of use and the aim is to use, But if we look at it as part of the evolution of technology that has changed the world then we care about their impact regardless of their content .also, McLuhan says that the content cannot be viewed away from the medium In other words, how the media exposure and the public were the ones who affect the content

Richard Black said the global village that are talked about McLuhan said, no longer exist in the present day, because this village has become a day a huge building featuring dozens of apartments, but each individual in these apartments live in isolation from the other, mean that the world continues to shrink more but in a negative way Media led to technological determinism, that human became blind but see these medium, as he has become a slave to technology. Human cannot live without these medium, because the media controls the entire community, it determines everything we see and what we hear and all what we are living, this development has helped a lot of people on the discovery, but on the other hand took a lot of it Marshall McLuhan department in his theory of the electronic media into two types:

Cold and hot media:

Cold means it intended to require a great effort to share and integrate them. The hot media are ready-made means that effort does not ask them to participate for Examples: writing, phone and radio are cool visual means either the print and broadcast radio or cinema are the hot