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Final Rewrite - Week 10

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 Final Rewrite Week 10, Reading Task In the first video I watched, “The Medium is the Message”, Dan Olsen gave us a better understanding of what the phrase “the medium is the message” actually means.  Dan firstly starts off by referencing McLuhan’s own words “This is merely to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves…”. Initially to me, this meant that we don’t actually look at the real meaning of a medium, we use a projectile of ourselves to form a message for the medium. Dan explains that the mediums have a far greater impact on the fundamental shape and nature of society than any message that is delivered through that medium. Dan then gives us plenty of examples and I can see understand what he means. For example, Dan states that trains, cars, and airplanes build and structure our ideas of what cities should look like. Th...