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Understanding Media: The Extension of Man
Understanding Media The Extension of Man Author:Marshall McLuhan Marshall McLuhan sees modern man as the relic of the logical, linear, "hot" culture of movable type. Stunned by his encounter with the "cool" world of mass communication, man has struggled for equilibrium--and the result has been apathy, anxiety and alienation. — The road to recovery, McLuhan suggests, is to recognize that electronic media are s... more »ubtly and constantly altering our perceptual senses. The serial logic of print is fading out before the intuitive "mosaic" of instantaneous communication. Books "contain," TV "involves." The new vision is mythic, tribal, decentralized. Man now lives in a global-sized village, and is returning to the values and perceptions of a preliterate culture.