Narcissus facing his own reflection: Prosumer or communicator? McLuhan’s citations of Ortega y Gasset

DOI: https://doi.org/10.5209/esmp.84756
Keywords: global village, rhetoric, digital networks, media ecology, prosumer

Abstract

McLuhan called the face-to-face, ubiquitous and remote planetary the “global village”. Cloutier used the term, l'ère d'Emerec. The work of both authors is examined to determine if the notions of prosumer and interlocutor correspond to the models. This review uses for the first time previously unstudied quotes from McLuhan to Ortega y Gasset to compare and collate their models. Emerec is a specification of McLuhan's global village.Leaving aside the issues of style and construction, the most significant difference is the thematic dimension of the object studied. After comparing the literature that contrasts the two models with the results obtained, we specify whether there are differences in doctrine. The global village focuses on the prolongation of the senses by means of technology. Cloutier who specifically professes his dependence on McLuhan, adheres to “communication media” as a type of the “technical media” category.

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Author Biographies

Luis Núñez Ladevéze, Universidad CEU San Pablo

Doctor en Derecho. Catedrático de Periodismo en la Universidad  Complutense. Pofesor emérito en la Universidad CEU San Pablo. Director del Instituto de Instituto de Estudios de la Democracia. Coordinador de los programas de doctorado de Comunicación Social de la CEINDO. Fundador y presidente de la revista Doxa Comunicación.  Presidente honorario de la Asociación Comunicación e Infancia http://www.infanciacomunicacion.org. Seis sexenios de investigación reconocidos por ANECA. Autor de extensa bibliografía académica y consejero de veinte revistas de investigación.

Margartia Núñez Canal, ESIC University

Profesora doctora ESIC University. Director Excellence in Teaching & Learning at ESIC Business&Marketing School and postgraduate professor. Postgraduate lecturer at Camilo José Cela University. Doctorate from University CEU San Pablo. University of Rotterdam studies: Master in Law and Economics. Harvard University, (Complutense Royal College). Reseacher in Economics department in collaboration with the University of Warwick, United Kingdom, and the University of Laaperenta, Finland. Lecturer of Management abilities of the Property Companies Management Master. Lecturer of the Faculty of Law and Business of Antonio Nebrija University].

Ignacio Álvarez de Mon Pan de Soraluce, Instituto de Empresa en IE Business School

Doctor en CC Políticas y Sociología por la Universidad de Salamanca.. Ha participado en varios proyectos competitivos. Ha publicado en Doxa Comunicación, Revista latina de Comunicación Social, Empresa y Humanismo, Harvard Deusto Business Review, Revista de Icade. 

Visiting professor at Ashridge Business School, London, England; Porto Business School, Porto, Portugal; and Universidad de los Andes, Bogotá, Colombia.
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Published
2023-09-07
How to Cite
Núñez Ladevéze L., Núñez Canal M. y Álvarez de Mon Pan de Soraluce I. (2023). Narcissus facing his own reflection: Prosumer or communicator? McLuhan’s citations of Ortega y Gasset. Estudios sobre el Mensaje Periodístico, 29(3), 629-638. https://doi.org/10.5209/esmp.84756
Issue
Vol. 29 No. 3 (2023)
Section
Studies

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