'Today more than a century of electric
technology, we have extended our central nervous system itself in a
global embrace, abolishing both time and space as far as our planet is
concerned.' (McLuhan, 1964, p 3).McLuhan used the phrase 'global
village' to highlight his observation that an electronic nervous system
(the media) was rapidly integrating the planet -events in one part of
the world could be experienced from other parts in real-time, which is
what human experience was like when we lived in small villages. Hence,
it also means with internet the world or the 'virtual world' is well
within our reach, just by the click of the mouse.
Today the phrase "global village" also
encompasses internet technology and sociologists have studied the
impact of this technology on society. Internet is a communication
medium that allows the communication of many to many, in chosen time,
on a global scale. It has ushered in a new world of communication,
which Manuel Castells refers to as the 'Internet Galaxy.' Internet is
becoming the essential communication and information medium in our
society, and stands alongside electricity and the printing press as one
of the greatest innovations of all time (Castells, 2003).
Internet is unique because it integrates both
different modalities of communication (reciprocal interaction, group
discussion, individual reference searching) and different kinds of
content (text, video, visual images, audio) in a single medium. This
versatility, it is expected, will lead to social change perhaps more
deeply than radio or television in times to come.
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