Underground Films: The Medium is the Message (1965) | Berkeley

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Sunday, August 5, 2012 - 7:00 pm to 10:00 pm | Cost: FREE*
The Tannery | 708 Gilman St. Berkeley, CA 94710

Underground Films: The Medium is the Message (1965) | Berkeley Future Shock (1972) 16mm/Sound
It was screened at the 1973 Cannes Film Festival, but wasn’t entered into the main competition. It is based on the book of the same name. In the book, Toffler defines the term “future shock” as a certain psychological state of individuals and entire societies. His shortest definition for the term is a personal perception of “too much change in too short a period of time”.

Director: Alexander Grasshoff
Writers: Alvin Toffler (book), Ken Rosen
Stars: Orson Welles

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The Medium is the Message (1965) 16mm/Sound
Marshall McLuhan argues that technologies — from clothing to the wheel to the book, and beyond — are the messages themselves, not the content of the medium. In essence, The Medium is the Massage is a graphical and creative representation of his “medium is the message” thesis seen in Understanding Media.