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Understanding Media : The Extensions of Man - Marshall McLuhan

Understanding Media

The Extensions of Man

By: Marshall McLuhan, Lewis H. Lapman (Introduction by)

Paperback Published: 20th October 1994
ISBN: 9780262631594
Number Of Pages: 389
For Ages: 18+ years old

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This reissue of Understanding Media marks the thirtieth anniversary (1964-1994) 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.There has been a notable resurgence of interest in McLuhan's work in the last few years, fueled by the recent and continuing conjunctions between the cable companies and the regional phone companies, the appearance of magazines such as WiRed, and the development of new media models and information ecologies, many of which were spawned from MIT's Media Lab. In effect, media now begs to be redefined. In a new introduction to this edition of Understanding Media, Harper's editor Lewis Lapham reevaluates McLuhan's work in the light of the technological as well as the political and social changes that have occurred in the last part of this century.

Industry Reviews

...the most brilliant marketing mind of all belonged to Marshall McLuhan. Understanding Media is a timeless analysis of how language, speech and technology shape human behavior in the era of mass communication. The book is a cautionary tale for marketers today who hear the Web's siren call and ignore the power of the spoken word. * Wall Street Journal *

Introduction to the MIT Press Editionp. ix
Introductionp. 3
The Medium Is the Messagep. 7
Media Hot and Coldp. 22
Reversal of the Overheated Mediump. 33
The Gadget Lover: Narcissus as Narcosisp. 41
Hybrid Energy: Les Liaisons Dangereusesp. 48
Media as Translatorsp. 56
Challenge and Collapse: The Nemesis of Creativityp. 62
The Spoken Word: Flower of Evil?p. 77
The Written Word: An Eye for a Earp. 81
Roads and Paper Routesp. 89
Number: Profile of the Crowdp. 106
Clothing: Our Extended Skinp. 119
Housing: New Look and New Outlookp. 123
Money: The Poor Man's Credit Cardp. 131
Clocks: The Scent of Timep. 145
The Print: How to Dig Itp. 157
Comics: MAD Vestibule to TVp. 164
The Printed Word: Architect of Nationalismp. 170
Wheel, Bicycle, and Airplanep. 179
The Photograph: The Brothel-without-Wallsp. 188
Press: Government by News Leakp. 203
Motorcar: The Mechanical Bridep. 217
Ads: Keeping Upset with the Jonesesp. 226
Games: The Extensions of Manp. 234
Telegraph: The Social Hormonep. 246
The Typewriter: Into the Age of the Iron Whimp. 258
The Telephone: Sounding Brass or Tinkling Symbol?p. 265
The Phonograph: The Toy That Shrank the National Chestp. 275
Movies: The Real Worldp. 284
Radio: The Tribal Drump. 297
Television: The Timid Giantp. 308
Weapons: War of the Iconsp. 338
Automation: Learning a Livingp. 346
Further Readings for Media Studyp. 361
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780262631594
ISBN-10: 0262631598
Series: Understanding Media
Audience: Professional
For Ages: 18+ years old
Format: Paperback
Language: English
Number Of Pages: 389
Published: 20th October 1994
Publisher: MIT Press Ltd
Country of Publication: US
Dimensions (cm): 22.9 x 15.2  x 2.5
Weight (kg): 0.52