HERBERT MCLUHAN'S TECHNOLOGICAL GALAXY

It is the third and final part of the series "Two Galaxies: Noam Chomsky's Language Galaxy and Herbert McLuhan's Technology Galaxy". In this part, an attempt is made to prove a number of ideas related to the non-traditional interpretation by the Canadian scientist Herbert McLuhan of the perception of mass media messages by the mass audience. Unlike his predecessors, Mr. McLuhan believes that audience primarily perceives how the media affects the masses, and not what they report. According to the scientist, the channel specificity of the media is more important than the news content transmitted through it. The functioning of any media, according to the scientist, is primarily based on industrial and information technologies of influence on the audience, which are of a total nature. At the same time, these technologies have a two-way impact. First, journalists, through the channel of information transmission, influence the audience. Secondly, the audience, depending on how it perceives the information, influences the journalists, again, through the transmission channel. As shown by the study of the creative biography of G. McLuhan, this approach was so new that the scientists around him did not perceive his ideas for 30 years. And, as if to fill this gap, today experts call him the prophet of the media.