Marshall
McLuhan (Edmonton, Canada,
1911-Toronto, 1980)
Controversial media theorist Marshall McLuhan studied
engineering before turning to modern literature, which he
was to teach in the late 1930s and 1940s. His first book,
The Mechanical Bride: Folklore of Industrial Man,
published in 1951, examines the impact of advertising on
culture and society. With the anthropologist Edmund
Carpenter, he founded the review Explorations dealing
with language and the media, and in 1963 he set up the
Center for Culture and Technology on the campus of the
University of Toronto. The Gutenberg Galaxy: The
Making of Typographic Man (1962) traces the
transition from the visual age of writing and typography
to the age of electricity, characterized by simultaneity
and oral forms of expression. Two years later, Understanding
Media: The Extensions of Man brought him
international recognition. The basic argument of this
wide-ranging work is that the essential fact of
communications is communications itself: the medium is
the message. The media used by a society determine human
behaviors within that society. For McLuhan, the media are
all extensions of human beings--books, cars, clothing,
and any transformation in the communications process thus
entails an upheaval in human nature and perception. Such
arguments had a great deal of impact, among both media
specialists and the general public, but they were also
sharply criticized as over-simplifications. In 1973 the
Vatican named McLuhan its counselor for social
communications.
Bibliography: The Mechanical Bride:
Folklore of Industrial Man (New York: Vanguard Press,
1951). The Gutenberg Galaxy: The Making of Typographic
Man (Toronto: University of Toronto Press, 1962). Understanding
Media: The Extensions of Man (New York: McGraw-Hill,
1964). The Medium Is the Massage: An Inventory of
Effects, with Quentin Fiore and Jerome Agel (New
York: Bantam, 1967). Counter Blast (New York:
Harcourt, Brace, & World, 1969). Culture Is Our
Business (New York: McGraw-Hill, 1970). Take
Today: The Executive As Dropout, with Barrington
Nevitt (New York: Harcourt, Brace, Jovanovich, 1972). Laws
of Media: The New Science, with Eric McLuhan
(Toronto: University of Toronto Press, 1988). The
Global Village, with Bruce R. Powers (New York:
Oxford University Press, 1989).
CD-ROM: Understanding McLuhan,
1988. Minimal
Art
Minimal Art emerged in the United States toward
the middle of the 1960s. The term was first used by
Richard Wollheim in a 1965 article in Arts Magazine
about the works of Marcel Duchamp, Ad Reinhardt, and Pop
Art. The same year, Donald Judd published the essay
"Specific Objects", where he proposed
to call these new productions by that name. The core
Minimalists include Carl Andre, Judd, Dan Flavin, Sol
LeWitt, and Robert Morris, but such a grouping reflects a
common sensibility rather than a common style. These
artists worked with geometric figures, variations on
determined structures, and problems of volume. By drawing
on easily understandable forms, Minimalism reduced the
aesthetic processes of producing and receiving the works.
The Minimalists were seeking above all to avoid all kinds
of formal illusionism and subjectivity. They thus focused
on the repetition of the form, seriality, and
combinations of elementary components. Sol LeWitt's work,
for example, is a variation on the figure of the square,
that of Dan Flavin, of neon, and that of Robert Morris,
unitary elements, while Carl Andre considers his works as
a place and space of transit. The work is only one of the
elements in the relationship among the viewer, the space,
and the object. The work of art should be neither
monumental nor simply decorative, and this requires a
human scale, which does not include materials calling for
an essentially physical relationship with the senses.
Minimalism lies between painting, sculpture, and
architecture.
Bibliography: Gregory Battcock (ed.), Minimal
Art (New York: E. P. Dutton, 1968).
Electroacoustic
Music
In the broad sense of the term, electroacoustic
covers all the applications of electricity or electronics
to acoustic sound. Electroacoustic music requires a
loudspeaker in order to connect electronics and hearing,
and more than any precise style, it is defined by the
means employed for its production. It is generally
divided into two main currents, concrete and electronic,
although their divergences diminished during the second
half of the 1960s. Concrete music emerged around 1948 in
the context of radio art. Pierre Schaeffer, who was both
an engineer and a musician, became interested in the
expressive power of recorded sounds. He accumulated a
number of these sound fragments in the form of studies of
nonidentifiable sounds and noises. Composition thus bore
on concrete sound objects, but it might also use
recordings of musical instruments and fragments of
existing musical works. The magnetic tapes were reworked
through editing, which allowed the sounds to be modified
and combined. A key figure in concrete music, along with
Pierre Schaeffer, is Pierre Henri (Variations pour
une porte et un soupir [Variations for a door
and a sigh], 1963, an homage to the art of Arman).
Electronic music was born in 1950, through the efforts of
Herbert Eimertin the studios of the Nordwestdeutscher
Rundfunk in Cologne. Produced by electronic frequency
generators, electronic music is formed by a combination
of synthetic sounds based on waves. The initial
rationalism of this approach was to evolve with the
introduction of a certain margin of indetermination in
the composition. The most important of the electronic
music composers is Karlheinz Stockhausen (Mikrophonie
II). Electroacoustic music is both an art and a
science. The three main instruments used are the studio,
the synthesizer, and the computer. "In the studio,
experience overrides theory. The musicians move away from
the notion of interpretation transmitted by instrumental
tradition and come closer to a more sculptural notion of
concrete music by working on the sound matter
itself" (André-Pierre Boeswillwald, "Musique
contemporaine, les musiques électro-acoustiques," Encyclopédie
Universalis, Paris, 1995).
Bibliography: Robert L. Wick, Electronic
and Computer Music: An Annotated Bibliography (Westport,
Conn.: Greenwood Press, 1997).
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