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The theories of Marshall McLuhan, a renowned communications scholar, focusing on his concepts of technological determinism, media history, and cultivation theory. McLuhan's works, including 'The Mechanical Bride,' 'The Gutenberg Galaxy,' 'Understanding Media,' and 'The Medium is the Massage,' are discussed in detail. Technological determinism is presented as the belief that technology, particularly media, shapes how individuals think, feel, and act and how societies organize themselves. Media history is analyzed through the tribal, literate, print, and electronic epochs, each with distinct characteristics. Cultivation theory asserts that television cultivates a view of social reality that is inaccurate but assumed to be real by viewers.
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Chapter 11