Shilova V.A., Avivova A.K. (2026). Mcluhan VS Castells: Two Paradigms of Media Communication Analysis in the Digital Age. Communications. Media. Design, 11(2), 5-25. DOI: 10.17323 ...

Текст статьи на сайте журнала URL: https://cmd-journal.hse.ru/article/view/41972/32935 (дата обращения 20.09.2026)

Abstract

This article compares Marshall McLuhan's concept of the «global village» with Manuel Castells' theory of the «network society.» The study is timely, as it addresses the evolving nature of communication in the digital age. The goal is to uncover the similarities, differences, and explanatory strengths of these two perspectives. The analysis uses a comparative framework, evaluating nine criteria: the nature of communication, temporal context, and the role of the individual and identity (McLuhan, 2003; Castells, 2004). While McLuhan focuses on cultural and perceptual dimensions, Castells emphasizes structural and institutional aspects. Interestingly, when combined, these theories offer a more comprehensive understanding of digital media's impact. Castells' approach operationalizes McLuhan's insights, while McLuhan's perspective remains valuable for exploring the perceptual effects of digital technologies. In conclusion, integrating these theories is essential for advancing research on modern media communications.