The Reconstruction of Literary Theoretical Paradigms through Media Studies

Abstract

In the era of rapid media evolution, literary theory is undergoing a paradigm shift. This paper explores the development trajectory of modern media theory through the lens of "Is media text?" by focusing on Marshall McLuhan's Media as Texts theory. It examines how this framework challenges fundamental assumptions in literary studies—including traditional linguistic centrism, authorial autonomy, and textual autonomy. The media have transformed from being a passive carrier of literature into a dynamic force in meaning production. The convergence of communication patterns, technological integration, and evolving audience perceptions has rendered the concept of "literature" inherently dynamic and open-ended. By analyzing media studies through three dimensions—communication, text, and reception—the paper demonstrates how these developments have driven literary theory toward comprehensive analyses of sensory structures, interactive relationships, and cultural contexts, thereby redefining both the research boundaries and methodological foundations of literary studies.