TORONTO MEDIA SCHOOL AND ITS INTERPRETATION IN RUSSIA

 

 

Course syllabus by

 

 

 

Sergey  Arkhipov

 

 

 

PART 1. H.A. INNIS’S COMMUNICATIONAL APPROACH TO THE HISTORY

 

 

 

WEEK 1. PEOPLE AND DISCOVERIES OF TORONTO MEDIA SCHOOL

 

  1. The US, Canadian, and Russian communication thought: proximity and distinctiveness
  2. Toronto Media School and the other world renowned centers of media studies
  3. Macro-historicism of Toronto Media School and empiricism of Chicago Media School
  4. Toronto Media School in the history of Canadian scholarship
  5. Foundational scholars and professors
  6. Concentration on time and space, written and oral traditions
  7. Discovery the technological innovation effect on the social and cultural changes
  8. Innis and McLuhan on Russia

 

READINGS:

REQUIRED

 

Babe, Robert E. (2000). Canadian Communication Thought: Ten Foundational Writers. Toronto: University of Toronto Press. Pp.: 3-39.

Innis, Harold A. (1972). Empire and Communications. Toronto: University of Toronto Press. Pp.: 1-X11; 3-12.

 

RECOMMENDED

 

Arkhipov, S. (2004). Russian Diary by Harold Innis: Travel from Ottawa to Moscow. In The History and Philosophy of Culture: Pressing Problems. Publication 7. Edited by S. Arkhipov. Vladikavkaz: North-Ossetian University Press.  Pp.: 13-31.

Available at: http://svarkhipov.narod.ru/vipu/inn.htm

Innis on Russia (1981). The Russian Diary and Other Writing by Harold A. Innis. Edited with a Preface by Prof. William Christian, University of Guelph. Toronto: University of Toronto Press. Pp.: 15-50.

Mattelart, A., Mattelart, M. (1998). Theories of Communication: A Short Introduction. London: Sage. Pp.: 148-151.

Rogers, Everett M. (1994). A History of Communication Study: a Biographical Approach. New York, NY: The Free Press. Pp. 484-489.

   

WEEK 2. COMUNICATION MEANS IN ANTIENT EGYPT

 

  1. Detachment of the calendar from the concrete phenomena in 4241 BC
  2. Adoption of pictorial decorations into hieroglyphic script system by 3500 BC
  3. Obtaining a purely phonetic value by picture signs by 3315 BC
  4. Stone in the pyramids as the first medium of communication
  5. Administrative reforms and emergence of papyrus
  6. Simplification of hieroglyphic script into hieratic characters and growth of administration and army by 2000 BC
  7. Capturing Egypt and adaptation hieroglyphic writing by Syrian Semitic peoples from 1660 to 1580 BC
  8. Establishing postal service and emergence of cuneiform as a simpler medium of communication than hieroglyphics

 

 

READINGS:

REQUIRED

 

Innis, Harold A. (1972). Empire and Communications. Toronto: University of Toronto Press. Pp.: 12-25.

Innis, Harold A. (1999). The Bias of Communication. Toronto: University of Toronto Press. Pp.: 34-36; 65-68; 92-96.

 

RECOMENDED

 

Arkhipov, S. (2005). A Role of Communications in the Early History of Civilizations: The Views from Moscow and Toronto. In The History and Philosophy of Culture: Pressing Problems. Publication 8. Edited by S. Arkhipov. Vladikavkaz: North-Ossetian University Press.  Pp.: 172-184. Available at: http://svarkhipov.narod.ru/pup/serg.htm

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.: 18-22; 48-51; 130-134.

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 77-80. 

 

WEEK 3. INTERWEAVING OF COMMERCE AND COMMUNICATION IN BABYLONIA

 

  1. Growth of commercial activity and inventing syllabic signs for writing by Sumer in the southern Mesopotamia by 2900 BC
  2. Centralization of authority and uniformity of business and scribal custom about 2474 BC
  3. Systematization of knowledge in temples and libraries by Semitic invaders and emergence of alphabet with welding of consonants and vowels
  4. Urban expansion and development of writing, mathematic, standardization of weights, measures and adjustment of calendar by 2000 BC
  5. Demand of trade and simplification the script and appearance an alphabet of twenty –two linear signs in north Syria in the tenth century
  6. The conquest of Egypt in 674 BC and further simplification of writing through connecting phonetic alphabet with papyrus
  7. Expanding maritime trade and the use of a single shortened type of script
  8. A flexible alphabet and rapid development of small nations, cities, and national form of religion
  9. Decline of Egypt and development written tradition in Israel

 

READINGS:

 

REQUIRED

 

Innis, Harold A. (1972). Empire and Communications. Toronto: University of Toronto Press. Pp.: 26-52.

 

RECOMMENDED

 

Arkhipov, S. (2005). A Role of Communications in the Early History of Civilizations: The Views from Moscow and Toronto. In The History and Philosophy of Culture: Pressing Problems. Publication 8. Edited by S. Arkhipov. Vladikavkaz: North-Ossetian University Press.  Pp.: 184-204. Available at: http://svarkhipov.narod.ru/pup/serg.htm

Innis, Harold A. (1999). The Bias of Communication. Toronto: University of Toronto Press. Pp.: 33-60.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.: 24-26; 33-38; 48-54; 64-67.

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 81-88.

 

WEEK 4. REFLECTION OF POWER OF SPOKEN WORD IN GREEK CIVILIZATION

 

  1. Epic poetry as an outcome of long evolution of oral tradition from 13th to 8th centuries
  2. Homeric poems and extension profession of rhapsodists, minstrels, story-tellers, poets, singers, and philosophers
  3. High position of a woman and development of lyric poetry
  4. Colonial activity and festivals of gods, athletic and musical competitions; initiation the Olympic games in 776 BC
  5. Commercial and maritime interests and its reliance on public opinion and forums
  6. Athenian democracy and extension of drama
  7. The culminating point of oral tradition in Greek literature in the fifth century
  8. Raise of national enthusiasm and strengthening political authority and suppression of mysticism and individualistic religious cults after the Persian wars
  9. Spread of writing and collapse of Greek civilization

 

READINGS:

 

REQUIRED

 

Innis, Harold A. (1972). Empire and Communications. Toronto: University of Toronto Press. Pp.: 53-84.

 

RECOMMENDED

 

Innis, Harold A. (1999). The Bias of Communication. Toronto: University of Toronto Press. Pp.: 61-91.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.: 51-64.

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 41-47.  

 

WEEK 5. WRITTEN TRADITION IN THE ROMAN EMPIRE

 

  1. Introduction the alphabet by Greek traders in the early part of the seventh century
  2. Establishing documentary procedure of governing about 120 BC.
  3. Legal competence and reliance the whole state on civil law 
  4. Cheap supplies of papyrus and growth of administrative system as well as large libraries
  5. Establishing grammar and rhetoric schools and decline of the economy of stone writing in laws, treaties, and official records
  6. Introduction the first official gazettes acta diurna and acta senatus by Julius Caesar in 59 BC
  7. Spread of writing and emergence of the empire
  8. Increase of education and appearance the parchment codex and a book
  9. Christianity and widening writing in Europe  

 

READINGS:

 

REQUIRED

 

Innis, Harold A. (1972). Empire and Communications. Toronto: University of Toronto Press. Pp.: 85-114.

 

RECOMMENDED

 

Innis, Harold A. (1999). The Bias of Communication. Toronto: University of Toronto Press. Pp.: 92-131.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.: 74-80; 84-90; 216-218.

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 89-106.  

 

WEEK 6. PARCHMENT AND PAPER AS MEDIA OF COMMUNICION IN MEDIEVAL EUROPE

 

  1. Spread of Mohammedanism and cut off export of papyrus from Egypt
  2. Establishing libraries and monasteries use a parchment for books
  3. Demands for rapid writing and emergence of a diversity of script
  4. Development of paper and ink in China about 105 AD and introduction them to the West
  5. Invention the Glagolithic alphabet and translation scriptures into Slavic by St. Cyril and St. Methodius
  6. Commercial revolution and spread the manufacture of paper in Europe
  7. A fusion between ecclesiastical and political organizations
  8. Spread of writing and improvement in instruments

 

READINGS:

 

REQUIRED

 

Innis, Harold A. (1972). Empire and Communications. Toronto: University of Toronto Press. Pp.: 116-140.

 

RECOMMENDED

 

Innis, Harold A. (1999). The Bias of Communication. Toronto: University of Toronto Press. Pp.: 132-141.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.: 82-97; 105-124.

McLuhan, Marshall (2002). Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 7-21.  

 

WEEK 7. AGE OF PRINTING PRESS

 

  1. Introduction of printing press in Mainz in 1462 and in Paris in 1469
  2. Offer printed Bible on a cost about one fifth that of a manuscript Bible
  3. Increasing numbers of titles and efficiency of printing and establishing press censorship in Germany in 1579
  4. Repressive measures against printers under despotic monarchies and migration of publishers abroad
  5. Growth of advertisements, pamphlets, and news-letters
  6. Great discoveries of Copernicus, Galileo, Columbus and growing interest in books
  7. Improvements in paper industry and appearance of a large numbers of newspapers
  8. Adoption the Bill of Rights guaranteeing freedom of the press
  9. The power of the press: challenges and opportunities

 

  READINGS:

 

REQUIRED

 

Innis, Harold A. (1972). Empire and Communications. Toronto: University of Toronto Press. Pp.: 141-170.

 

 

 

RECOMMENDED

 

Arkhipov, S. (2001).  “Freedom of Press in Russia in the Epoch of Globalization”. In almanac: The Philosophical Age. European Identity and Russian Mentality. St. Petersburg: St. Petersburg Center for History of Ideas. Pp.: 24-38. Available at: http://ideashistory.org.ru/almanacs/alm16/04Arkhipov.htm   

Innis, Harold A. (1999). The Bias of Communication. Toronto: University of Toronto Press. Pp.: 142- 155.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.: 151-174.

McLuhan, Marshall (2002). Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 22-33.  

 

 

WEEK 8.  MID-TERM TEST

 

 

 

PART 2. MEDIA AND TECHNOLOGY IN THE VIEW OF M.H. MCLUHAN

 

 

 

WEEK 9. THE MEDIUM AS THE MESSAGE

 

1.    Isolation and amplification of a sense

2.    Left-hemisphere and right-hemisphere thinking

3.    Interaction of audile (acoustic) space with tactile (visual) space

4.    Tetrad relationship between people and environment

5.    Detection the technique of discovery

6.    Synchronic and diachronic linguistics

7.    Human artifacts and utterances as extension of body and psyche

8.    Metaphorical and non-metaphorical approaches

9.    Balance of the hemispheres in the grammar and rhetoric

 

  READINGS:

 

REQUIRED

 

McLuhan, Marshall and Powers, Bruce R. (1989). The Global Village: Transformations in the World Life and Media in the 21st Century. Oxford: Oxford University Press. Pp.: 3-34.

 

RECOMMENDED

 

Halizev, V.E. (2000). The Theory of Literature. Moscow: Visshaya Shkola. Pp.: 103-105.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.:  176-191.

McLuhan, Marshall (2002). Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 56-62.

 

WEEK 10. MEDIA EXPLORATION VISUAL AND ACOUSTIC SPACE

 

1.    Creating its own space by each human sense

2.    Acoustic culture in modern world

3.    The act of an eye like a camera

4.    Process of pattern recognition in the fourfold action of the tetrad

5.    Diachronic (quantitative) and synchronic (qualitative) character of the consciousness

6.    Left hemisphere orientation: reading, writing, naming

7.    Right hemisphere orientation: emotional, intuitive, creative moves

8.    Social and economical implication of the hemispheres’ balance and dominance

 

  READINGS:

 

REQUIRED

 

McLuhan, Marshall and Powers, Bruce R. (1989). The Global Village: Transformations in the World Life and Media in the 21st Century. Oxford: Oxford University Press. Pp.: 35-56.

 

RECOMMENDED

 

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.:  196-201.

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 62-77.

Zasurskiy I.I. (1999). The Mass Media of the Second Republic. Moscow: Moscow University Press. Pp.: 15-16.

 

WEEK 11. EASTERN AND WESTERN MODELS OF COMMUNICATION

 

1.    Phonetic alphabet and development of the left hemisphere

2.    Role of “linear thinking” in progress of Western science, technology, and rationality

3.    Western way of detachment from participating in surrounding

4.    Suppression of the right hemisphere and its social consequences

5.    The right-hemisphere culture and peculiarity of the Orient art

6.    Oriental tradition of dissolving in environment

7.    Linear basis of Shannon-Weaver theory of mass communication

8.    Aristotelian causality model in electronic culture

 

  READINGS:

 

REQUIRED

 

McLuhan, Marshall and Powers, Bruce R. (1989). The Global Village: Transformations in the World Life and Media in the 21st Century. Oxford: Oxford University Press. Pp.: 57-80.

 

RECOMMENDED

 

Arkhipov, S. (2003).“Informational Picture of the World in Russia and the Orient: Comparative Analysis”. In the Collected social scientific works Russia and the Orient: The Problems of Cooperation. Volgograd: Volgograd University Press. Pp.: 88-100.

Available at: http://transbound.narod.ru/orient/arkhipov.html

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.:  206-218.

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 106-119.

 

WEEK 12. CULTURE AND TECHNOLOGY IN THE GLOBAL VILLAGE

 

1.    Diversity and building up an economy based on information exchange

2.    Psychological shift from a dependence on Euclid thinking about space to multi-faceted configurational mentality in the information age

3.    The legend of Narcissus and reconstruction people’ biological capabilities by media

4.    Adjusting new communication technologies to two-way quality and acoustic space

5.    Computer moving information and its consequences for social and private life

6.    Lifting mass message transmission off the earth’s surface to the space

7.    The scope and size of the first phase of global networking

8.    High-speed information transmission and new idea about center and margin structure

9.    Russian extension of the global village  

 

  READINGS:

 

REQUIRED

 

McLuhan, Marshall and Powers, Bruce R. (1989). The Global Village: Transformations in the World Life and Media in the 21st Century. Oxford: Oxford University Press. Pp.: 83-129.

 

RECOMMENDED

 

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.:  222-239.

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 123-145.

 

WEEK 13.  “HOT” MEDIA OF MASS COMMUNICATION

 

1.    The major features of the “hot” and “cool” media

2.    Repeatability as the core of the print technology in Renaissance

3.    Homogenization of diverse regions as a psychic and social result of print technology

4.    Discovery of photography and rapid rise of visual values

5.    Convention language into a form of news in the press

6.    Ads and further homogenization of the social life

7.    Telegraph and creating interdependence among all the institutions of society

8.    Storing information in accessible form in film

9.    The resonating dimension of radio  

 

  READINGS:

 

REQUIRED

 

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 22-33; 188-216.

 

RECOMMENDED

 

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 157- 163; 170-178; 226-233; 284-307.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.:  240-251.

McLuhan, Marshall and Powers, Bruce R. (1989). The Global Village: Transformations in the World Life and Media in the 21st Century. Oxford: Oxford University Press. Pp.: 130-143.

Baran, Stanley J., Davis, Dennis K. (1995). Mass Communication Theory: Foundations, Ferment, and Future. Belmont, CA.: Wadsworth Publishing Company. Pp.: 325-329.

 

WEEK 14. “COOL” MEDIA OF MASS COMMUNICATION

 

1.    Separate characters of the spoken and written words

2.    Adaptation comics to the mosaic form of a newspaper

3.    Game as an extension of people social selves

4.    Personal nature of communication through telephone

5.    Adaptation TV to the presentation of processes rather than of products

6.    “Low definition”, little detail, and a low degree of information attained to the TV image

7.    The TV image as a process of analytic fragmentation of sensory life

8.    Educational role of TV

 

READINGS:

 

REQUIRED

 

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 308-337.

 

RECOMMENDED

 

McLuhan, Marshall. (2002) Understanding Media: The Extensions of Man. Cambridge, MA: The MIT Press. Pp.: 77-88; 164-169; 234-245; 265-274.

McLuhan, Marshall (2000). The Gutenberg Galaxy. Toronto: University of Toronto Press. Pp.:  251-261.

McGuail, Denis (1994). Mass Communication Theory: An Introduction. London: Sage. Pp.: 85-86; 107-111.

 

 

 

WEEK 15. FINAL EXAM

 

 

 

 

 

 

 

 

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