매클루언의 미디어 이론으로 본 1960-70년대의 텔레비전과 제3세계 영화운동

Abstract

This study analyzes the cultural changes in the 1960s-70s in terms of de-centrality by using the conceptual framework of Marshall McLuhan’s media theory. McLuhan argued that cinema disseminates American culture all over the world in the mechanical age, which had a center(US)-margin(non-US) structure. the centrality of cinema served as the foundation for national hierarchy. In contrast, he claimed that the electronic age had begun in the 1960s and television was its exemplifier which is the opposite of centrality. We can apply his perception of television to the initial the Third Cinema movement led by two Argentine film directors, Fernando Solanas and Octavio Getino. The Third Cinema was a manifesto against the pre-existing system reproducing hierarchies of national power and cultural dominance. What I would like to claim is that both television and the third cinema features diversity, participation and subjectivity and this aspect is hugely differentiated with the previous mechanical age.