IUST Journalism Department Honors Marshall McLuhan:

Professor Kidwai gives a special lecture

To revisit the legacy of iconic communication theorist Marshall McLuhan on his death anniversary, the Department of Journalism and Mass Communication (DJMC) at the Islamic University of Science and Technology (IUST ) hosted a special virtual lecture on Friday by award-winning communication professor Prof. Shafey Kidwai.
Prof. Kidwai, bilingual critic, critic, translator and historian of Urdu journalism, has taught communication studies, cultural theories, and print media for more than three decades at Aligarh Muslim University. He is a professor and chairman of the department of mass communication, AMU.
The special talk was a tribute to Marshall McLuhan, a communication theorist who revolutionized communication studies and the way we perceive the advancement of communication technologies around us. His aphorism “the medium is the message” summed up his theoretical conceptualization of the determining influence of the media. During the event, guest speaker Professor Shafey Kidwai discussed key philosophical ideas of Marshall McLuhan and highlighted his main contributions to the field of communication theory.
Speaking of the contemporary relevance of Marshall McLuhan’s ideas, Professor Kidwai said that the ever-increasing influence and reliability on communication technologies has confirmed the relevance of McLuhan’s prophetic arguments on communication and society.
“The concepts and ideas of Marshal McLuhan provided a philosophical basis for existing media theory and in the contemporary era when we have a plethora of media available, his theory on technological determinism is becoming more relevant and worth studying. for communication specialists, ”he added.
Professor Kidwai elaborated on McLuhan’s work ‘Understanding Media’ (1964) and stated that McLuhan’s unprecedented approach to theorizing the nature of the medium itself has been a revolutionary contribution to communication studies that have opened up a whole new field in the research of medium determinism in the advancing electronic age.
“McLuhan basically focused on the medium and not the content and argued that it is in fact the characteristics of the medium itself that affect the recipients of the content and society as a whole. McLuhan said the medium is like this bulb that creates an environment, ”Professor Kidwai said.
During his welcome speech, the Head of the DJMC Department, Dr Mujeeb Liyakat, expressed his views on Marshall McLuhan’s contributions and said: “McLuhan Tetrad has media effects like the rest of his ideas are all about. fact relevant to contemporary times and we are trying to determine the determinism of media in improvement, obsolescence, recovery and reversal as their effects on public perception ”.
Senior Assistant Professor DJMC and session moderator Dr Monisa Qadiri also highlighted the scientific importance of McLuhan’s theoretical ideas and key concepts in contemporary media research.
“The underlying conceptualizations of McLuhan’s theory ushered in a new era of communication studies that opened academic debates on the determinism of the medium in the characterization of cultures and the world around us,” she said. added.
Previously, the department had also produced a short video in memory of Marshall McLuhan which highlights various aspects of his theory and graphically demonstrates its relevance in the contemporary digital age.
The special conference saw the active participation of students of the current semester, including academics and alumni of the department. DJMC faculty members Dr Rabia Noor, Dr Arif Nadaf, Dr Sayar Ahmad Mir and Dr Tawseef Majeed were also present during the session.


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