CBC Archives

Write the phrase “the medium is the message” on the board. Ask students what they think it might mean, and elicit other comments and feedback from students regarding this phrase.

Now, write the word “tribe” on the board and generate a word web with the students. Ask the students if the word applies to them or their lives at all.

Explain to the students that they are going to hear about these two concepts from their source, Marshall McLuhan.

Direct students, in groups of two or three, to the Marshall McLuhan topic on the CBC Radio and Television Archives Web site. Students should view and the summarize the main ideas in Clips #2 and #4.

Have each group present its findings to the class. From the group research, create a class summary of the ideas in the two clips.

Divide the class into groups of four or five. Assign each group one form of mass media from the following list: newspaper, Internet, television, music radio, news and talk radio.

Write the following questions on the board:
What is the “message” of this medium (not its content)
How, if at all, has this form of media contributed to the “re-tribalization” of our society? The world?

Have students examine the two questions in relation to their assigned form of mass media, then prepare an oral presentation to share their ideas and findings with the class. Students can use the class-generated notes for reference.

Students can write a reflective essay discussing the concept of the “individual” in modern society. Is there any such thing in the media age? Why or why not?