Media & Mass Communication, Volume 2, 2013

Streszczenie: Marshall McLuhan’s predictions and reflections on the transformational role communication media and languages yield considering evolutionary dynamics of mankind’s anthropological and cultural history are at the fore of cultural studies. In this digital revolution age the cause-and-effect technological characteristics of media, knowledge preservation, the structural dynamics of social imaginary and the individual character’s mindset, are possible outlets for cultural work. In our opinion there are at least three relevant considerations in light of McLuhan’s theories. One being the relationship between medium, participation and democracy; another the relationship between transformational and generative faculty of language-thinking species, writing and new ways of hypermedia communicative interactions wired by technological supports. Thirdly, the McLuhan Revolution introduced in his thesis "The medium is the message" with three parameters that define the systemic scope: the nature and structure of the new medium; perceptual experience and development of cognitive digital natives, the contexts of globalized communicative experiences.