Word: mastodonian
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Dates: during 1967-1967
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Canada's All-Purpose Prophet Marshall McLuhan, soon to be enchaired at Fordham University, has argued for years that the book is obsolescent. Unfortunately, his major testaments (The Gutenberg Galaxy, Understanding Media), while full of ideas, were rendered virtually unreadable by soporific syntax and mastodonian metaphors. Now, with the artful aid of a graphics designer, Quentin Fiore, McLuhan gets his message across more appropriately by juxtaposing his text with pictures. The result is a punchy put-on, to be sure, but that only serves to make a point: McLuhan has never taken himself as seriously as his critics have...
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