Marshall McLuhan Figure and the Ground

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Figure and the Ground is another McLuhan model that is helpful in our analysis of creating a balanced environment. It is also useful in identifying the impact that the potential media may have upon the users. The model works from the premise that you cannot evaluate the full effects of a technology unless you evaluate its context. McLuhan proposes that without a thorough examination of both the figure (the technology) and the ground (where the product sits in the market and why) you cannot evaluate its credentials. McLuhan argued that we must study media in their historical context, particularly in relation to the technologies that preceded them. We must evaluate the bigger picture and work simultaneously between the macro and the micro not only in terms of technology but we can use this model for evaluation of the success of all environmental medias.

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