Word: mediums
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Dates: during 1960-1969
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...publishing goes, readers must be grateful for small favors. This novel is a medium-sized favor. It is a literate adventure story with a historical background-the Russian Revolution...
Media, McLuhan insists, are nothing more than extensions of some human faculty. The book, for example, is an extension of the eye. The telephone is an extension of the ear. Each society utilizes a number of different media, but emphasizes some more than others. Naturally when one medium dominates the rest, the human faculty of which it is an extension becomes more important than all the others...
McLuhan is annoyed by the book-oriented people who criticize the content or television. He argues that the significance of the medium derives not from what it says, but from how it says it. In McLuhan's words, the medium is the message. And the electronic message is turning everything upside down. When we relied on our eyes we needed straight lines. But the television mosaic has destroyed the line and replaced it with the pattern. All of our lines are doomed. The book-age line on the backs of women's stockings has already disappeared because of television...
...joint effort of McLuhan and an artist named Quentin Fiore, The Medium is the Massage is unlike anything ever published before. While everyone else continues to write obsolete eye-oriented books, McLuhan has put out the first electronic book. It does not progress in an orderly, sequential manner, developing from an introduction through the main argument and on to the conclusion. Like a television commercial, it is designed to make an impact rather than to tell a story, and because of the extraordinary visual skill with which it was compiled, it succeeds magnificently...
...Medium is the Massage, for all its impact, doesn't come close to Understanding Media: The Extensions of Man, which McLuhan wrote in 1964. Understanding Media is still the best available statement on the relationship between man and media McLuhan provides an explanation for everything imaginable. If you are curious why Kennedy won the presidential election in 1960, then McLuhan can help you out. It was the television debates. Kennedy had the shaggy, low definition look that viewers demand. On television, Kennedy didn't look like a millionaire or a Catholic or a politician. His image seemed blurred...