Understanding Media: The Extensions of Man [NOOK Book]

Overview


When first published, Marshall McLuhan’s Understanding Media made history with its radical view of the effects of electronic communications upon man and life in the twentieth century. This edition of McLuhan’s best-known book both enhances its accessibility to a general audience and provides the full critical apparatus necessary for scholars. In Terrence Gordon’s own words, “McLuhan is in full flight already in the introduction, challenging us to plunge with him into what he calls ‘the creative process of ...
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Understanding Media: The Extensions of Man

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NOOK Book (eBook - 2003 Edition)
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Overview


When first published, Marshall McLuhan’s Understanding Media made history with its radical view of the effects of electronic communications upon man and life in the twentieth century. This edition of McLuhan’s best-known book both enhances its accessibility to a general audience and provides the full critical apparatus necessary for scholars. In Terrence Gordon’s own words, “McLuhan is in full flight already in the introduction, challenging us to plunge with him into what he calls ‘the creative process of knowing.’” Much to the chagrin of his contemporary critics McLuhan’s preference was for a prose style that explored rather than explained. Probes, or aphorisms, were an indispensable tool with which he sought to prompt and prod the reader into an "understanding of how media operate" and to provoke reflection.

In the 1960s McLuhan’s theories aroused both wrath and admiration. It is intriguing to speculate what he might have to say 40 years later on subjects to which he devoted whole chapters such as Television, The Telephone, Weapons, Housing and Money. Today few would dispute that mass media have indeed decentralized modern living and turned the world into a global village.

This critical edition features an appendix that makes available for the first time the core of the research project that spawned the book and individual chapter notes are supported by a glossary of terms, indices of subjects, names, and works cited. There is also a complete bibliography of McLuhan’s published works.

W. Terrence Gordon is Associate General Editor of the Gingko Press McLuhan publishing program, author of the biography Marshall McLuhan: Escape into Understanding and McLuhan for Beginners.

This reissue marks the 30th anniversary (1964-1994) of McLuhan's classic expose on the state of the emerging phenomenon of mass media. In a new introduction, 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 the century.

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Editorial Reviews

Booknews
**** Cited in BCL3. A reissue marking the 30th anniversary of McLuhan's classic on the then-emerging phenomena of mass media. McLuhan's prescient view of a media-sculpted society of the future is supplemented by an introductory essay by Lewis Lapham, editor of Harper's. Annotation c. Book News, Inc., Portland, OR (booknews.com)
From the Publisher
"...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 StreetJournal

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Product Details

  • ISBN-13: 9781584235125
  • Publisher: Gingko Press, Incorporated
  • Publication date: 6/14/2013
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition description: 2003 Edition
  • Pages: 640
  • Sales rank: 448,418
  • File size: 2 MB

Table of Contents

Introduction to the MIT Press Edition
1 The Medium Is the Message 7
2 Media Hot and Cold 22
3 Reversal of the Overheated Medium 33
4 The Gadget Lover: Narcissus as Narcosis 41
5 Hybrid Energy: Les Liaisons Dangereuses 48
6 Media as Translators 56
7 Challenge and Collapse: The Nemesis of Creativity 62
8 The Spoken Word: Flower of Evil? 77
9 The Written Word: An Eye for an Ear 81
10 Roads and Paper Routes 89
11 Number: Profile of the Crowd 106
12 Clothing: Our Extended Skin 119
13 Housing: New Look and New Outlook 123
14 Money: The Poor Man's Credit Card 131
15 Clocks: The Scent of Time 145
16 The Print: How to Dig It 157
17 Comics: MAD Vestibule to TV 164
18 The Printed Word: Architect of Nationalism 170
19 Wheel, Bicycle, and Airplane 179
20 The Photograph: The Brothel-without-Walls 188
21 Press: Government by News Leak 203
22 Motorcar: The Mechanical Bride 217
23 Ads: Keeping Upset with the Joneses 226
24 Games: The Extensions of Man 234
25 Telegraph: The Social Hormone 246
26 The Typewriter: Into the Age of the Iron Whim 258
27 The Telephone: Sounding Brass or Tinkling Symbol? 265
28 The Phonograph: The Toy That Shrank the National Chest 275
29 Movies: The Reel World 284
30 Radio: The Tribal Drum 297
31 Television: The Timid Giant 308
32 Weapons: War of the Icons 338
33 Automation: Learning a Living 346
Further Readings for Media Study 361
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