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Title:Understanding Media: The Extensions of Man
Format Type:Ebook
Author:
Publisher:Mit Press
ISBN:0262631598
ISBN 13:
Number of Pages:389
Category:Non fiction, Philosophy, Sociology, Technology, Communication, Theory, Science, Psychology, Journalism, Design

Understanding Media: The Extensions of Man by Marshall McLuhan, Lewis H. Lapham

PDF, EPUB, MOBI, TXT, DOC Understanding Media: The Extensions of Man This reissue of Understanding Media marks the thirtieth anniversary of Marshall McLuhan s classic expose on the state of the then emerging phenomenon of mass media Terms and phrases such as the global village and the medium is the message are now part of the lexicon and McLuhan s theories continue to challenge our sensibilities and our assumptions about how and what we communicate

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Understanding Me: Lectures and Interviews, Laws of Media: The New Science, Understanding Media: The Extensions of Man, The Gutenberg Galaxy: The Making of Typographic Man, The Medium is the Massage, The Book of Probes, The Global Village: Transformations in World Life and Media in the 21st Century, War and Peace in the Global Village, The Essential Mcluhan, The Mechanical Bride: Folklore of Industrial Man
Marshall McLuhan has been described as Canada s most exciting and original thinker a member of the small company of intellectual geniuses this country has produced Works such as em The Gutenberg Galaxy em em The Mechanical Bride em em From Cliche to Archetype em and em Understanding Media em have established his reputation throughout the world and have profoundly influenced our understanding of contemporary communication In his later years McLuhan was working on a unified field theory of human culture an effort in which he collaborated with and was assisted by his son Eric McLuhan This book is the result of that collaboration br The McLuhans are retrieving another way of understanding our world a way known to some ancient Greeks but not Aristotle to medieval thinkers to Francis Bacon and Giambattista Vico and to T S Eliot and James Joyce in this century It is based on the use of words and the conseuqent power of the logos to shape all the elements of culture media with which we surround ourselves br The authors explain how the invention of the alphabet led to the dominance of visual space conceptualizations over those of acoustic space and its creative words and word plays They consider the differences between the left and right hand sides of our brains and use Gestalt theories of figure and ground to explore the underlying principles that define media br Media the word so closely connected with Marshall McLuhan s thought is here explored in its broadest meaning encompassing all that has been created by humans artefacts information ideas every example of human innovation from computer program to a tea cup from musical arrangement to the formula for a cold remedy from an X ray machine to the sentence you re reading right now All these are media to whcih can be applied the laws the McLuhans have developed br The laws are based on a set of four questions a tetrad that can be applied to any artefact or idea br What does it enhance or intensify br What does it render obsolete or displace br What does it retrieve that was previoulsy obsolesced br What does it produce or become when pressed to an extreme br Inherent in every human innovation is an answer to each of the questions of this tetrad anything that does not contain answers to these four questions is not the product of human creation br The laws identified by the McLuhans consitute a new scientific basis for media studies testable and able to allow for prediction It takes in all human activities and speech it breaks down barriers and reconsiders them as mere intervals In the McLuhan tradition this New Science offers a while new understanding of human creation and a vision that could reshape our future, No description available, Initiallly published in this text is regarded as a revolutionary work for its depiction of a planet made ever smaller by new technologies A mosaic of pointed insights and probes this text predicts a world without centres or boundaries It illustrates how the electronic information travelling around the globe at the speed of light has eroded the rules of the linnear literate world No longer can there be fixed positions or goals, This volume captures the most memorable and incisive of Marshall McLuhan s phrases Designed to emphasize the consistency of his thought and a clarity of concept they include Global Village The Medium is the Message and Obsolescence is the Moment of Superabundance