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Reading McLuhan Reading (Hardcover)
Loot Price: R3,630
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Reading McLuhan Reading (Hardcover)
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Sixty years after Understanding Media, Marshall McLuhan remains one
of the best known and most influential intellectuals of the
twentieth century. Far beyond academia, readers (and non-readers)
recognize his coinages, such as 'the Gutenberg era', the 'global
village' and 'the medium is the message'. A literary scholar by
profession, McLuhan was one of the first academics to recognize the
new opportunities offered by radio and television to reach
audiences beyond the readerships of scholarly journals. His talks
and appearances ushered in public intellectual debate concerning
the 'electronic age'. Although his reputation waned in the 1970s,
the recent making-available to the public of his extraordinary
personal library of some six thousand books enables new kinds of
analyses of McLuhan as a reader, thinker, and cultural force. The
essays here focus not so much on his media theory per se as on the
habits and practices that animated his reading, and on the larger
questions of what reading and not reading mean. We don't need to
agree with everything McLuhan says to make valuable use of his
work. New resources offer us an unprecedented opportunity to
revisit one fallible human reader whose texts and ideas are good to
think with (and against). This book was originally published as a
special issue of the journal, Textual Practice.
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