Overview: As the basis for this two to three-page essay, you will explore the relevance of a key McLuhan concept to the 2003 mediascape in which you live. You should be prepared to take a position on the degree of McLuhan's applicability, both by carefully presenting some aspect of his theory and by thoroughly examining a contemporary example. I suggest that you work with a subsection of the book and identify a clear concept, perhaps one for which McLuhan coins a special term.

Hint: A strong essay will show comprehension of McLuhan and reflection on the contemporary world.

Process:

1. Prewriting
1. Identify concept in McLuhan's The Medium is the Massage: An Inventory of Effects that interests you and that seems like a significant aspect of his theory.
2. Determine the section of the book in which it is primarily treated (ideally between two and ten pages).
3. Take notes on these pages: summarize content, quote key passages, describe the visual dimensions.
4. Define the concept--in McLuhan's words, then in your own terms.
5. Consider whether the subsection simply asserts the concept or gives evidence; if there is evidence, evaluate and describe the kind given.
2. Planning
1. Review the raw material you have generated above and brainstorm a list of connections with the contemporary world.
2. Freewrite a page or two about whether and how McLuhan's concept applies to the contemporary situation of your choice.
3. Draft a working introduction that identifies the concept, reveals your position as to its applicability, and gives a preview of the major points to follow.
4. Create a planning document. (This could be a formal outline, a cluster chart, or a simple list); it should include at least two quotations from McLuhan.
5. Give yourself a working title.
3. Drafting
1. With your materials all accessible, begin drafting.
2. If you draft by hand, type your rough draft and bring it to class for peer critique.