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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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The Book of Probes, The Medium is the Massage, Laws of Media: The New Science, The Mechanical Bride: Folklore of Industrial Man, War and Peace in the Global Village, Understanding Me: Lectures and Interviews, The Global Village: Transformations in World Life and Media in the 21st Century, Understanding Media: The Extensions of Man, The Essential Mcluhan, The Gutenberg Galaxy: The Making of Typographic 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, 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, 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 made real by the information superhighway and the overwhelming challenge of electronic transformation br br Before anyone could perceive the electric form of the information revolution McLuhan was publishing brilliant explanations of the perceptual changes being experienced by the users of mass media He seemed futuristic to some and an enemy of print and literacy to others He was in reality a deeply literate man of astonishing prescience Tom Wolfe suggested aloud that McLuhan s work was as important culturally as that of Darwin or Freud Agreement and scoffing ensued Increasingly Wolfe s wonder seems justified From the Introduction br br Here in one volume are McLuhan s key ideas drawn from his books articles correspondence and published speeches This book is the essential archive of his constantly surprising vision, In the last twenty years of his life Marshall McLuhan published a series of books that established his reputation as a world renowned communications theorist and the pre eminent seer of the modern age It was McLuhan who made the distinction between hot and cool media And it was he who coined the phrases the medium is the message and the global village and popularized other memorable terms including feedback and iconic br br McLuhan was far more than a pithy phrasemaker however He foresaw the development of personal computers at a time when computers were huge unwieldy machines available only to institutions He anticipated the wide ranging effects of the Internet And he understood better than any of his contemporaries the transformations that would be wrought by digital technology in particular the globalization of communications and the instantaneous simultaneous nature of the new electric world In many ways we re still catching up to him forty years after the publication of i Understanding Media i br br In i Understanding Me i Stephanie McLuhan and David Staines have brought together nineteen previously unpublished lectures and interviews either by or with Marshall McLuhan They have in common the informality and accessibility of the spoken word In every case the text has been transcribed from the original audio film or videotape of McLuhan s actual appearances This is not what McLuhan wrote but what he said the spoken words of a surprisingly accessible public man He comes across as outrageous funny perplexing stimulating and provocative McLuhan will never seem quite the same again br br The foreword by Tom Wolfe provides a twenty first century perspective on McLuhan s life and work and co editor David Staines s insightful afterword offers a personal account of McLuhan as teacher and friend br br Lectures and interviews includeElectronic Revolution Revolutionary Effects of New Media Popular Mass Culture American Perspectives Technology the Media and Culture The Communications RevolutionCybernetics and Human Culture The Future of Man in the Electric Age The Medium Is the Massage Predicting Communication via the Internet The Marfleet Lectures Canada the Borderline Case Towards an Inclusive ConsciousnessFordham University First Lecture Open Mind Surgery TV News as a New Mythic Form The Future of the Book The End of the Work Ethic Art as Survival in the Electric Age Living at the Speed of Light What TV Does Best TV as a Debating Medium Violence as a Quest for Identity Man and Media