The launch of book “Understanding Media”, affirms McLuhan’s outlook of the digital media world: by the media, civilization, fully linked, will collectively make and share a universal world (McLuhan, M. 2003a). The division and separation related with the ‘machine age’, or the era of the industrialization, is now transformed with an impulse to partake and become engaged. Recognizing the contemporary media is anticipated to bring about an understanding of revolutions in norms, practices, ideas and social processes.
Contemporary media have formed contemporary society; by poignant the manner people interact, behave, learn, and visualize themselves and their world. The social influence of contemporary media has turn out to be a key subject of academic research. A rising number of researches is significant and normative, as well as reviewing the positives or negatives of contemporary media customs. Such implications have even develop into a popular subject in many discussions, where digital media such as video games, mobile telephones and online media are blamed for their consequences on values, social relationships, and standard of living (McLuhan, M. and McLuhan, E. 2011). Regrettably, active discussions, comprising academic ones, are generally one-dimensional, assigning characterizations like “positive” or “bad” with slight argument or evidence, and interesting to conceptual values, which are no more demonstrated. A systematic evaluation of contemporary media traditions is made complicated by the distinctiveness of lots of its consequences, and current normative terminologies, counting those of political concepts, ethics, philosophies and epistemology, appear to come to a sticky end.
The main objective of this thesis is to build an outline for a better thorough evaluation of digital media ethnicity that emphasizes on its impacts for the good verve and the good of civilization. It’ll apply latest work in philosophy along with technology researches to make a critical framework for the study of such influences associated with Marshall McLuhan.