Search Type
  • All
  • Subject
  • Title
  • Author
  • Publisher
  • Series Title
Search Title

Download

The Essential McLuhan

The Essential McLuhan( )
Author: Mcluhan, Eric
Zingrone, Frank
Editor: McLuhan, Marshall
ISBN:978-0-465-01995-3
Publication Date:Jul 1996
Publisher:Basic Books
Book Format:Paperback
List Price:USD $24.99
Book Description:

Marshall McLuhan’s insights are fresher and more applicable today than when he first announced them to a startled world. A whole new generation is turning to his work to understand a global village ma

Book Details
Pages:416
Detailed Subjects: Biography & Autobiography / Social Scientists & Psychologists
Social Science / Media Studies
Physical Dimensions (W X L X H):6 x 9 x 1.07 Inches
Book Weight:1.219 Pounds
Author Biography
Mcluhan, Eric (Author)
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



Featured Books

Blowout
Maddow, Rachel
Paperback: $32.00
The Night Before Christmas
Moore, Clement C.
Board book: $8.99
Kochland
Leonard, Christopher
Hardback: $35.00

Rate this title:

Select your rating below then click 'submit'.






I do not wish to rate this title.