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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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War and Peace in the Global Village, The Medium is the Massage, The Gutenberg Galaxy: The Making of Typographic Man, Laws of Media: The New Science, The Mechanical Bride: Folklore of Industrial Man, The Book of Probes, Understanding Me: Lectures and Interviews, Understanding Media: The Extensions of Man, The Essential Mcluhan, The Global Village: Transformations in World Life and Media in the 21st Century
Since its first appearance in the impact of The Gutenberg Galaxy has been felt around the world It gave us the concept of the global village that phrase has now been translated along with the rest of the book into twelve languages from Japanese to Serbo Croat It helped establish Marshall McLuhan as the original media guru More than copies are in print The reissue of this landmark book reflects the continuing importance of McLuhan s work for contemporary readers, Extending the visionary early work of the late Marshall McLuhan The Global Village one of his last collaborative efforts applies that vision to today s worldwide integrated electronic network When McLuhan s groundbreaking Understanding Media was published in the media as we know it today did not exist But McLuhan s argument that the technological extensions of human consciousness were racing ahead of our ability to understand their consequences has never been more compelling And if the medium is the message as McLuhan maintained then the message is becoming almost impossible to decipher In The Global Village McLuhan and co author Bruce R Powers propose a detailed conceptual framework in terms of which the technological advances of the past two decades may be understood At the heart of their theory is the argument that today s users of technology are caught between two very different ways of perceiving the world On the one hand there is what they refer to as Visual Space the linear quantitative mode of perception that is characteristic of the Western world on the other hand there is Acoustic Space the holistic qualitative reasoning of the East The medium of print the authors argue fosters and preserves the perception of Visual Space but like television the technologies of the data base the communications satellite and the global media network are pushing their users towards the more dynamic many centered orientation of Acoustic Space The authors warn however that this movement towards Acoustic Space may not go smoothly Indeed McLuhan and Powers argue that with the advent of the global village the result of worldwide communications these two worldviews are slamming into each other at the speed of light asserting that the key to peace is to understand both these systems simultaneously Employing McLuhan s concept of the Tetrad a device for predicting the changes wrought by new technologie, 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, i The Medium is the Massage i is Marshall McLuhan s most condensed and perhaps most effective presentation of his ideas Using a layout style that was later copied by i Wired i McLuhan and coauthor designer Quentin Fiore combine word and image to illustrate and enact the ideas that were first put forward in the dense and poorly organized i Understanding Media i McLuhan s ideas about the nature of media the increasing speed of communication and the technological basis for our understanding of who we are come to life in this slender volume Although originally printed in the art and style in i The Medium is the Massage i seem as fresh today as in the summer of love and the ideas are even more resonant now that computer interfaces are becoming gateways to the global village