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30 years after its publication Marshall McLuhan's The Medium is the
Massage remains his most entertaining, provocative, and piquant
book. With every technological and social "advance" McLuhan's
proclamation that "the media work us over completely" becomes more
evident and plain. In his words, Uso pervasive are they in their
personal, political, economic, aesthetic, psychological, moral,
ethical and social consequences that they leave no part of us
untouched, unaffected, or unaltered'. McLuhan's remarkable
observation that "societies have always been shaped more by the
nature of the media by which men communicate than by the content of
the communication" is undoubtedly more relevant today than ever
before. With the rise of the internet and the explosion of the
digital revolution there has never been a better time to revisit
Marshall McLuhan.
When Marshall McLuhan first coined the phrases global village and
the medium is the message in 1964, no-one could have predicted
today's information-dependent planet. No-one, that is, except for a
handful of science fiction writers and Marshall McLuhan.
Understanding Media was written twenty years before the PC
revolution and thirty years before the rise of the Internet. Yet
McLuhan's insights into our engagement with a variety of media led
to a complete rethinking of our entire society. He believed that
the message of electronic media foretold the end of humanity as it
was known. In 1964, this looked like the paranoid babblings of a
madman. In our twenty-first century digital world, the madman looks
quite sane. Understanding Media: the most important book ever
written on communication. Ignore its message at your peril.
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Mcluhan - Unbound (Paperback)
Marshall McLuhan; Volume editing by Eric McLuhan; Edited by Eric McLuhan
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R1,075
R904
Discovery Miles 9 040
Save R171 (16%)
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Ships in 10 - 15 working days
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Instead of giving the reader just another collection of articles
and interviews, "McLuhan Unbound" gives readers offprints of the
original essays.
In a dazzling fusion of Quentin Fiore's bold and inventive graphic
design and Marshall McLuhan's unique insight into technology,
advertising and mass-media, The Medium is the Massage is a unique
study of human communication in the twentieth century, published in
Penguin Modern Classics Marshall McLuhan is the man who predicted
the all-pervasive rise of modern mass media. Blending text, image
and photography, his 1960 classic The Medium is the Massage
illustrates how the growth of technology utterly reshapes society,
personal lives and sensory perceptions, so that we are effectively
transformed by the means we use to communicate. His theories, many
of which are illustrated in this astonishing 'inventory of
effects', force us to question how modes of communication have
shaped society. This concept, and his ideas such as rolling,
up-to-the-minute news broadcasts and the media 'Global Village'
have proved decades ahead of their time. How do we see the world
around us? The 'Penguin on Design' series includes the works of
creative thinkers whose writings on art, design and the media have
changed our vision forever. Marshall McLuhan (1911-1980) was a
Canadian educator, philosopher and scholar - a professor of English
Literature, a literary critic and a communications theorist.
McLuhan's work is viewed as one of the cornerstones of the study of
media theory. Among his other works are The Mechanical Bride
(1951), The Gutenberg Galaxy (1962) and Understanding Media (1964).
Quentin Fiore (b. 1920) is a graphic designer renowned for his
collaborations with writers including the academic Marshall McLuhan
and the futurist and engineer Buckminster Fuller. If you enjoyed
The Medium is the Massage, you might like Bruno Munari's Design as
Art, also available in Penguin Modern Classics. 'The media prophet
of the 1960s' The New York Times 'In the tumult of the digital
revolution, McLuhan is relevant anew' Wired
Herbert Marshall McLuhan (1911-1980) received his PhD in English
literature from Cambridge University and taught in the United
States and Canada. He is best known, however, as the founding
father of media studies. McLuhan was Director of the Center for
Culture and Technology at the University of Toronto. Among his
ground-breaking works on the psychic and social dimensions of
communication technology are The Gutenberg Galaxy (1962);
Understanding Media: the Extensions of Man (1964); and The Medium
Is the Massage: An Inventory of Effects (1967).
Michel Moos' premise is that Marshall McLuhan's importance derives
from his achievements in rethinking the entire process of education
and training itself, not with his popular fame as media guru, and
he analyzes McLuhan's work from the feedback effect his vision
continues to provide, rather than from the perspective of
interpreting McLuhan's pronouncements on the electronic media. Moos
contrasts McLuhan's thoughts with those of such thinkers as Roland
Barthes, Fredric Jameson, Friedrich Kittler, Donna Haraway, and
Deleuze and Guattari, and renders an updated account of the effect
of the mass media on our society and ourselves.
The concept "the medium is the message" is the hub around which
Marshall McLuhan's explorations revolved. McLuhan's interests
ranged from sixteenth-century literature to twentieth-century
business practices. With wit and literary flair, he reported the
media's influence on society and on the individual. He concluded
that we could not escape being transformed by the forces that are
hidden deeply within the electronic telecommunications revolution
of the sixties. For McLuhan, the new mediums of film, television,
and the emerging realm of the digital were the modern equivalent of
Gutenberg's printing press.
Essays by M. McLuhan. Edited and with a Commentary by M.A. Moos.
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Essential McLuhan (Paperback)
Marshall McLuhan; Edited by Eric McLuhan, Frank Zingrone
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R1,189
Discovery Miles 11 890
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Ships in 12 - 17 working days
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Essential McLuhan brings together in one concise volume key
writings by Marshall McLuhan, the hugely influential guru of the
mass media. Today, in a communications environment transformed by
the rapid spread of electronic media, McLuhan's insights are
fresher and more applicable today than when he first announced them
to a startled world in the 1960s. A whole new generation is turning
to his work to understand a global village made real by the coming
of the information superhighway. This comprehensive collection
includes extracts from McLuhan's famous books Understanding Media
and The Gutenberg Galaxy, as well as selections from his other
books, articles, correspondence, interviews and published speeches.
There is also a 'sourcebook' of key quotations drawn from the whole
body of McLuhan's work, and a full bibliography of writings by and
about McLuhan.
The Gutenberg Galaxy catapulted Marshall McLuhan to fame as a
media theorist and, in time, a new media prognosticator. Fifty
years after its initial publication, this landmark text is more
significant than ever before.
Readers will be amazed by McLuhan's prescience, unmatched by
anyone since, predicting as he did the dramatic technological
innovations that have fundamentally changed how we communicate. The
Gutenberg Galaxy foresaw the networked, compressed 'global village'
that would emerge in the late-twentieth and twenty-first centuries
-- despite having been written when black-and-white television was
ubiquitous.
This new edition of The Gutenberg Galaxy celebrates both the
centennial of McLuhan's birth and the fifty-year anniversary of the
book's publication. A new interior design updates The Gutenberg
Galaxy for twenty-first-century readers, while honouring the
innovative, avant-garde spirit of the original. This edition also
includes new introductory essays that illuminate McLuhan's lasting
effect on a variety of scholarly fields and popular culture.
A must-read for those who inhabit today's global village, The
Gutenberg Galaxy is an indispensable road map for our evolving
communication landscape.
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Explorations 1 (Hardcover)
E S Carpenter, Marshall McLuhan
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R1,120
R889
Discovery Miles 8 890
Save R231 (21%)
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Ships in 10 - 15 working days
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Reviews
No one understood causality, whether Aristotelian or electric, like
Marshall McLuhan. Now, in" Media and Formal Cause," no one reveals
understanding of "formal "cause in the digital environment better
than McLuhan's prot g son, Eric. In the foreword, Lance Strate
writes that M. McLuhan's "Understanding Media" was one of the most
important books of the 20th century. For anyone who wishes to
understand how things truly work, "Media and Formal Cause" is one
of the most important books of the 21st. Arguably formal cause has
been the least understood but the most intellectually important of
all of Aristotle's four agents or processes of causation. This"
small "volume proffers a "large "understanding of this "form"ative,
previously mysterious level of invisible creation. Three essays by
Marshall (one with co-author Barry Nevitt) and a powerful new essay
by Eric give new meaning to" ye olde clich ," "like father, like
son." While reading writing that is engaging, encyclopedic, and
electric, we discover that formal cause is not what you think...
but it is vital to how you think.
-Thomas Cooper, Professor of Visual and Media Arts, Emerson
College; author of" Fast Media/Media Fast"
In "Media and Formal Cause" Eric McLuhan updates an important part
of his father's work that is often overlooked, the quixotic role of
causality in making sense of how new media change the way we
construct our environment and our communication. How does novelty
cause antiquity? When do effects precede causes? Read on, and you
shall find out.
-David Rothenberg, Professor of Philosophy and Music, New Jersey
Institute of Technology; author of "Why Birds Sing" and" Thousand
Mile Song"
Like his mentor, Gilbert Keith Chesterton, Marshall McLuhan was
often accused of indulging in mere paradox. But "Media and Formal
Cause "demonstrates the profound understanding that underlies the
work of both Chesterton and McLuhan, the understanding that we live
in a paradoxical world. Both McLuhan and Chesterton attempted to
jar readers loose from what Cardinal Newman called "paper logic"
into a recognition of the total situation in which we find
ourselves. This very readable and accessible volume should greatly
assist new readers of McLuhan and remind long time students of just
how challenging and exhilarating his explorations were.
-Philip Marchand, author, "Marshall McLuhan: The Medium and the
Messenger"
A sage and perceptive quartet of essays which capture and extend a
still quintessentially unique way of thinking about media, via
patterns and connections that harken to the ancient world and
redound to our present and future.
-Paul Levinson, Professor of Communication and Media Studies,
Fordham University; author of "Digital McLuhan," and of" New New
Media"
Marshall McLuhan's insights are fresher and more applicable today
than when he first announced them to a startled world. A whole new
generation is turning to his work to understand a global village
made real by the information superhighway and the overwhelming
challenge of electronic transformation."Before anyone could
perceive the electric form of the information revolution, McLuhan
was publishing brilliant explanations of the perceptual changes
being experienced by the users of mass media. He seemed futuristic
to some and an enemy of print and literacy to others. He was, in
reality, a deeply literate man of astonishing prescience. Tom Wolfe
suggested aloud that McLuhan's work was as important culturally as
that of Darwin or Freud. Agreement and scoffing ensued.
Increasingly Wolfe's wonder seems justified."From the
IntroductionHere in one volume, are McLuhan's key ideas, drawn from
his books, articles, correspondence, and published speeches. This
book is the essential archive of his constantly surprising vision.
When Marshall McLuhan first coined the phrases "global village" and
"the medium is the message" in 1964, no-one could have predicted
today's information-dependent planet. No-one, that is, except for a
handful of science fiction writers and Marshall McLuhan.
Understanding Media was written twenty years before the PC
revolution and thirty years before the rise of the Internet. Yet
McLuhan's insights into our engagement with a variety of media led
to a complete rethinking of our entire society. He believed that
the message of electronic media foretold the end of humanity as it
was known. In 1964, this looked like the paranoid babblings of a
madman. In our twenty-first century digital world, the madman looks
quite sane. Understanding Media: the most important book ever
written on communication. Ignore its message at your peril.
Terms and phrases such as "the global village" and "the medium is
the message" are now part of the lexicon, and McLuhan's theories
continue to challenge our sensibilities and our assumptions about
how and what we communicate. This reissue of Understanding Media
marks the thirtieth anniversary (1964-1994) of Marshall McLuhan's
classic expose on the state of the then emerging phenomenon of mass
media. Terms and phrases such as "the global village" and "the
medium is the message" are now part of the lexicon, and McLuhan's
theories continue to challenge our sensibilities and our
assumptions about how and what we communicate. There has been a
notable resurgence of interest in McLuhan's work in the last few
years, fueled by the recent and continuing conjunctions between the
cable companies and the regional phone companies, the appearance of
magazines such as WiRed, and the development of new media models
and information ecologies, many of which were spawned from MIT's
Media Lab. In effect, media now begs to be redefined. In a new
introduction to this edition of Understanding Media, Harper's
editor Lewis Lapham reevaluates McLuhan's work in the light of the
technological as well as the political and social changes that have
occurred in the last part of this century.
Extending the visionary early work of the late Marshall McLuhan,
The Global Village, one of his last collaborative efforts, applies
that vision to today's worldwide, integrated electronic
network.
When McLuhan's groundbreaking Understanding Media was published in
1964, the media as we know it today did not exist. But McLuhan's
argument, that the technological extensions of human consciousness
were racing ahead of our ability to understand their consequences,
has never been more compelling. And if the medium is the message,
as McLuhan maintained, then the message is becoming almost
impossible to decipher.
In The Global Village, McLuhan and co-author Bruce R. Powers
propose a detailed conceptual framework in terms of which the
technological advances of the past two decades may be understood.
At the heart of their theory is the argument that today's users of
technology are caught between two very different ways of perceiving
the world. On the one hand there is what they refer to as Visual
Space--the linear, quantitative mode of perception that is
characteristic of the Western world; on the other hand there is
Acoustic Space--the holistic, qualitative reasoning of the East.
The medium of print, the authors argue, fosters and preserves the
perception of Visual Space; but, like television, the technologies
of the data base, the communications satellite, and the global
media network are pushing their users towards the more dynamic,
"many-centered" orientation of Acoustic Space.
The authors warn, however, that this movement towards Acoustic
Space may not go smoothly. Indeed, McLuhan and Powers argue that
with the advent of the global village--the result of worldwide
communications--these two worldviews "are slamming into each other
at the speed of light," asserting that "the key to peace is to
understand both these systems simultaneously."
Employing McLuhan's concept of the Tetrad--a device for predicting
the changes wrought by new technologies--the authors analyze this
collision of viewpoints. Taking no sides, they seek to do today
what McLuhan did so successfully twenty-five years ago--to look
around the corner of the coming world, and to help us all be
prepared for what we will find there.
Originally written in the late 1970s, this book was untouched for
more than 35 years. McLuhan passed away before it went to press,
but Logan always intended to finish it. Even though much has
changed in the three decades since work on the project was halted,
many of the points that McLuhan and Logan made in the era of
'electric media' are highly cogent in the era of 'digital media.'
Looking at the future of the library from the perspective of
McLuhan's original vision, Logan has carefully updated the text to
address the impact of the Internet and other digital technologies
on the library. McLuhan prophetically foreshadowed the
transformative effect that computing would have on "mass library
organization," saying it would become obsolescent. It is perhaps no
coincidence that a key theme of the book is that libraries must
strive to create context given today's hyper information overload.
The authors believe this task can be achieved by putting together a
compact library of books providing an overview of human culture and
scholarship. This book is based on the original text that McLuhan
and Logan wrote. Logan's updates are integrated in the main text
and clearly identified by markers. This preserves the flow of the
original text and at the same time provides updates in the context
of the original study. Other significant updates include two new
chapters: Chapter 6 provides a LOM (Laws of the Media) treatment of
the new post-McLuhan digital media, and Chapter 7 discusses the
impact of these media on today's library. A second part to the
concluding Chapter has been added to update some of the conclusions
reached in 1979, and there is also a new preface.
In this previously unpublished work, a young Marshall McLuhan, as
cultural historian, illuminates the complexities of the classical
trivium, provides the first ever close reading of the enigmatic
Elizabethan writer Thomas Nashe, and implicitly challenges the
reader to accept a new blueprint for literary education. Ideas that
would ground McLuhan's media analysis of the 1960s and 70s are here
in embryo, as he sets out in scrupulous detail the role of grammar
(interpretation), dialectic, and rhetoric in classical learning.
Under McLuhan's scholarly microscope, the internal dynamics of the
trivium and its purpose are revealed. As is its indispensable role
in giving full due to the rich prose of Thomas Nashe. In ranging
over literature from Cicero to the sixteenth century, McLuhan
discovers the source and significance of multiple traditions in
Nashe's writings. Here, more than half a century after it was
written, is a fresh, insightful, and richly coherent framework for
studying Nashe and an unequivocal call for a program of education
based on the ambitious and lofty ideal of reintegrating the
classical trivium.
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