Abstract
The first part of this paper provides background and motivation for McLuhan's concept of alienation as a consequence of modern visual culture. Since this culture has been predominantly produced by means of traditional media, and not by economical organisation of production, the insight in media structures uncovers the very existence of certain sense ratio's disproportion. Bearing that the linear world of writing should take on responsibility for a sense ratio disorder, the author analyses McLuhan's suggestion that the turn towards new electronic media implies the current changes with which the new media are destroying the old selfhood. After questioning the reasons for utterly optimistic expectations of new audiovisual media to provide the key support for the establishing of the genuine, balanced and fair-minded human, the author points out the suitability of the idea about the creation of new media self-awareness thanks to the aesthetical contributions in studying of new approaches to various models of sensitiveness. In conclusion, the author claims that an aesthetician is then no longer just an expert for artistic transcendence, but also a therapist of the threatened equilibrium among the senses.
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