17:
31:
uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously. The tetrad first
75:
The laws of the tetrad exist simultaneously, not successively or chronologically, and allow the questioner to explore the "grammar and syntax" of the "language" of media. McLuhan departs from the media theory of
423:
83:
Visually, a tetrad can be depicted as four diamonds forming an X, with the name of a medium in the center, where the left/right direction reflects the
558:
552:
484:
316:
222:
383:
379:
375:
371:
643:
416:
441:
182:"ARCHIVED - Tetrad - McLuhan - Old Messengers, New Media: The Legacy of Innis and McLuhan - Library and Archives Canada"
389:
Applying the Laws of Media in the software testing field (with a good, clear introduction to the topic in general) -
491:
621:
648:
529:
508:
477:
409:
146:
84:
359:"Tetrad - McLuhan - Old Messengers, New Media: The Legacy of Innis and McLuhan - Library and Archives Canada"
34:
80:
in suggesting that a medium "overheats", or reverses into an opposing form, when taken to its extreme.
272:
594:
463:
456:
390:
161:
470:
358:
181:
518:
151:
432:
24:
599:
398:
is a gaming experience of Laws of Media. The New
Science (1988), tetrad of media effects.
513:
637:
589:
584:
579:
523:
324:
230:
156:
574:
77:
346:
The Global
Village: Transformations in World Life and Media in the 21st Century
260:
The Global
Village: Transformations in World Life and Media in the 21st Century
604:
364:
42:(1977). It first appeared in book form in his posthumously-published works
127:
Retrieval (figure): What the medium recovers which was previously lost.
16:
330:
Zingrone, Frank, "Laws of Media: The Pentad and
Technical Syncretism",
305:
205:
401:
133:
Reversal (ground): What the medium does when pushed to its limits.
71:
What does the medium reverse or flip into when pushed to extremes?
15:
121:
Obsolescence (ground): What the medium drives out of prominence.
115:
Enhancement (figure): What the medium amplifies or intensifies.
405:
395:
341:, Toronto: University of Toronto Press. ISBN 978-0-8020-5782-2.
68:
What does the medium retrieve that had been obsolesced earlier?
87:
association. The two diamonds on the left of a tetrad are the
99:
qualities. The two diamonds on the right of a tetrad are the
363:
Augmented reality (AR) researcher Helen
Papagiannis applies
278:, a virtual museum exhibition at Library and Archives Canada
275:
Old
Messengers, New Media: The Legacy of Innis and McLuhan
32:
appeared in print in articles by McLuhan in the journals
117:
For example, radio amplifies news and music via sound.
123:
Radio reduces the prominence of print and the visual.
613:
567:
544:
501:
448:
344:McLuhan, Marshall & Powers, Bruce R., (1989).
337:McLuhan, Marshall & McLuhan, Eric, (1988).
129:Radio returns the spoken word to the forefront.
417:
8:
289:Electric Language: Understanding the Present
258:McLuhan, Marshall; Powers, Bruce R. (1989).
396:"The MediuM: a Marshall McLuhan Board Game"
424:
410:
402:
323:, June 1977, pp. 173-179, with Preface by
229:, June 1977, pp. 173-179, with Preface by
135:Acoustic radio flips into audio-visual TV.
559:McLuhan Program in Culture and Technology
553:Extraordinary Canadians: Marshall McLuhan
243:McLuhan, Marshall; McLuhan, Eric (1988).
173:
58:The tetrad consists of four questions.
7:
485:War and Peace in the Global Village
367:to AR at ARE2011 in Silicon Valley.
65:What does the medium make obsolete?
321:ETC: A Review of General Semantics
14:
227:ETC:A Review of General Semantics
245:Laws of media: the new science
95:qualities of the medium, both
1:
62:What does the medium enhance?
306:McLuhan's Laws of the Media"
206:McLuhan's Laws of the Media"
665:
622:Turn on, tune in, drop out
348:, Oxford University Press.
287:McLuhan, Marshall (1998),
262:. Oxford University Press.
530:The medium is the message
478:The Medium Is the Massage
439:
247:. Univ. of Toronto Press.
147:Figure and ground (media)
492:From Cliché to Archetype
536:Tetrad of media effects
186:collectionscanada.gc.ca
29:tetrad of media effects
370:The tetrad applied to
310:Technology and Culture
210:Technology and Culture
35:Technology and Culture
21:
20:A blank tetrad diagram
644:Books about the media
391:"McLuhan for Testers"
19:
595:Derrick de Kerckhove
464:The Gutenberg Galaxy
457:The Mechanical Bride
315:McLuhan, Marshall, "
304:McLuhan, Marshall, "
221:McLuhan, Marshall, "
204:McLuhan, Marshall, "
162:Time- and space-bias
471:Understanding Media
382:on the Ginko Press
575:Eric McLuhan (son)
519:Hot and cool media
152:Hot and cool media
48:The Global Village
22:
631:
630:
509:Figure and ground
317:Laws of the Media
223:Laws of the Media
656:
649:Marshall McLuhan
433:Marshall McLuhan
426:
419:
412:
403:
292:
285:
279:
270:
264:
263:
255:
249:
248:
240:
234:
219:
213:
202:
196:
195:
193:
192:
178:
107:qualities, both
25:Marshall McLuhan
664:
663:
659:
658:
657:
655:
654:
653:
634:
633:
632:
627:
609:
600:Robert K. Logan
568:Related figures
563:
540:
497:
444:
435:
430:
355:
332:McLuhan Studies
312:, January 1975.
301:
296:
295:
286:
282:
271:
267:
257:
256:
252:
242:
241:
237:
220:
216:
212:, January 1975.
203:
199:
190:
188:
180:
179:
175:
170:
143:
56:
12:
11:
5:
662:
660:
652:
651:
646:
636:
635:
629:
628:
626:
625:
617:
615:
611:
610:
608:
607:
602:
597:
592:
587:
582:
577:
571:
569:
565:
564:
562:
561:
556:
548:
546:
545:Related topics
542:
541:
539:
538:
533:
526:
521:
516:
514:Global village
511:
505:
503:
499:
498:
496:
495:
488:
481:
474:
467:
460:
452:
450:
446:
445:
440:
437:
436:
431:
429:
428:
421:
414:
406:
400:
399:
393:
387:
368:
361:
354:
353:External links
351:
350:
349:
342:
335:
328:
313:
300:
297:
294:
293:
280:
265:
250:
235:
214:
197:
172:
171:
169:
166:
165:
164:
159:
154:
149:
142:
139:
138:
137:
131:
125:
119:
73:
72:
69:
66:
63:
55:
52:
13:
10:
9:
6:
4:
3:
2:
661:
650:
647:
645:
642:
641:
639:
623:
619:
618:
616:
612:
606:
603:
601:
598:
596:
593:
591:
590:Quentin Fiore
588:
586:
585:Harley Parker
583:
581:
580:Northrop Frye
578:
576:
573:
572:
570:
566:
560:
557:
555:
554:
550:
549:
547:
543:
537:
534:
531:
527:
525:
524:Media ecology
522:
520:
517:
515:
512:
510:
507:
506:
504:
500:
494:
493:
489:
487:
486:
482:
480:
479:
475:
473:
472:
468:
466:
465:
461:
459:
458:
454:
453:
451:
447:
443:
438:
434:
427:
422:
420:
415:
413:
408:
407:
404:
397:
394:
392:
388:
385:
381:
377:
373:
369:
366:
362:
360:
357:
356:
352:
347:
343:
340:
339:Laws of Media
336:
333:
329:
326:
325:Paul Levinson
322:
318:
314:
311:
307:
303:
302:
298:
290:
284:
281:
277:
276:
269:
266:
261:
254:
251:
246:
239:
236:
232:
231:Paul Levinson
228:
224:
218:
215:
211:
207:
201:
198:
187:
183:
177:
174:
167:
163:
160:
158:
157:Media ecology
155:
153:
150:
148:
145:
144:
140:
136:
132:
130:
126:
124:
120:
118:
114:
113:
112:
110:
106:
102:
98:
94:
90:
86:
85:figure/ground
81:
79:
70:
67:
64:
61:
60:
59:
53:
51:
49:
45:
44:Laws of Media
41:
37:
36:
30:
26:
18:
551:
535:
490:
483:
476:
469:
462:
455:
442:Bibliography
345:
338:
331:
320:
309:
288:
283:
274:
273:"Tetrad" in
268:
259:
253:
244:
238:
226:
217:
209:
200:
189:. Retrieved
185:
176:
134:
128:
122:
116:
108:
104:
101:Obsolescence
100:
96:
92:
88:
82:
78:Harold Innis
74:
57:
47:
46:(1988) and
43:
39:
33:
28:
23:
380:the Western
111:qualities.
89:Enhancement
38:(1975) and
638:Categories
605:B. W. Powe
365:the tetrad
191:2016-03-26
54:The tetrad
334:1 (1991).
168:Footnotes
93:Retrieval
40:et cetera
502:Concepts
291:, p. 28.
141:See also
105:Reversal
50:(1989).
384:website
299:Sources
378:, and
374:, the
109:Ground
97:Figure
614:Other
449:Works
376:press
372:radio
103:and
91:and
319:,"
225:,"
27:'s
640::
308:,
208:,
184:.
624:"
620:"
532:"
528:"
425:e
418:t
411:v
386:.
327:.
233:.
194:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
