Operationalizing McLuhan's tetrad to focus on innovation effects

Abstract

<p>The tetrad, historically limited to media theory, has been around since the mid 20th century. It consists of four basic interrelated questions that, according to Marshall McLuhan are fundamental to media technologies. The objective of this thesis is to demonstrate that the tetrad can be applied to an analysis of other forms of innovation. Generally a product development team has but one concern: the question, what is enhanced? By focusing on an evaluation of an innovation beyond enhancement, its probable future and its effects are generally revealed. Planners are enabled to focus on an innovation's effects, resultant consumer needs and products. This thesis is the first step toward the establishment of a product development device that will help reveal the consequences of an innovation. By giving planners, leaders and innovators a tool to focus on the future, our technologies can be strengthened while lessening negative social and environmental impacts.</p>