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Essential McLuhan

Essential McLuhan( )
Editor: McLuhan, Marshall
McLuhan, Eric
Zingrone, Frank
ISBN:978-0-415-16244-9
Publication Date:Jun 1997
Publisher:Routledge
Book Format:Hardback
List Price:USD $155.00
Book Description:

Brings together the key writings of Marshall McLuhan. In a communications environment transformed by the rapid spread of electronic media, McLuhans insights are fresher and even more applicable than when first written.

Book Details
Pages:416
Detailed Subjects: Biography & Autobiography / Social Scientists & Psychologists
Social Science / Media Studies
Physical Dimensions (W X L X H):6.24 x 9.165 x 1.365 Inches
Book Weight:1.78 Pounds
Author Biography
(Editor)
A poetry professor turned media theorist---or media guru, as some in the press called him at the time---Marshall McLuhan startled television watchers during the 1960's with the notion that the medium they were enthralled by was doing more than transmitting messages---it was the message: Its rapid-fire format, mixing programs and advertisements, conveyed as much as---or more than---any single broadcast element.

McLuhan grew up in the prairie country of the Canadian West and studied English at the University of Manitoba and Cambridge University. As television entered a period of huge growth during the 1950's, McLuhan, then a college professor, became interested in advertising. He thought of it as something to be taken seriously as a new culture form, beyond its obvious capability of selling products. That interest led to his increasing speculation about what media did to audiences.

In his unpredictable modern poetry classes at the University of Toronto, he spoke more and more of media. The students he taught were the television generation, the first to grow up with the medium. Many were fascinated by McLuhan's provocative observations that a medium of communication radically alters the experience being communicated. A society, he said, is shaped more by the style than by the content of its media. Thus, the linear, sequential style of printing established a linear, sequential style of thinking, in which one thing is considered after another in orderly fashion: it shaped a culture in which (objective) reason predominated and experience was isolated, compartmentalized, and repeatable. In contrast, the low-density images of television, composed of a mosaic of light and dark dots, established a style of response in which it is necessary to unconsciously reconfigure the dots immediately in order to derive meaning from them. It has shaped a culture in which (subjective) emotion predominates and experience is holistic and unrepeatable. Since television (and the



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