Understanding media: the extensions of man
Understanding media the extensions of man Author:Marshall McLuhan [In 1963], Marshall McLuhan [was] the "new spokesman of the electronic age--the oracle whose revolutionary ideas have blasted an explosion of debate from academy to coffee house. McLuhan declares that down through the ages the means by which man communicates have determined his thoughts, his actions, his life...that the mass media of today are d... more »ecentralizing modern living, turning the globe into a village, and catapulting twentieth-century man back to the life of the tribe."
"His critics are infuriated by his ideas...but some think he has one of the continent's most brilliant minds and that his theories foretell our real future." --Richard Schickel, Harper's.« less
This was required reading for a course in the 70's. Of course, there have been a few changes in the media. But McLuhan will probably be remembered for many of his ideas, and much of the book is still appropriate. A few interesting chapters: 4. The Gadget Lover; 7. Challenge and Collapse: the Nemesis of Creativity; 14. Money: the poor man's credit card; 22. Motorcar: The Mechanical Bride. 23. Ads: Keeping Upset with the Joneses.