Gene

Subjectivity

Philosophy

Manifesto

Centrality

Biochemistry

Media theory

Dominance (genetics)

Movie theater

Hierarchy

Aesthetics

Mathematics

Political science

Epistemology

Sociology

Combinatorics

Chemistry

Film theory

Art history

Media studies

Journal of east-west comparative literature

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.

On Marshall McLuhan’s Media Theory and the Concept of World Cinema in 1960-70s