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Understanding Media. External Extensions of Man – McLuhan Marshall – Kuchkovo field – 2023 – ISBN 978-5-9950-1022-7

Understanding Media. External Extensions of Man
19.99 €
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Understanding Media. External Extensions of Man
19.99 €
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The classic text on media theory, Understanding Media by Canadian philosopher, philologist and cultural critic Marshall Herbert McLuhan (1911-1980), was published in 1964, twenty years before the advent of the personal computer and thirty years before the spread of the Internet. The term "global village" and the thesis "the medium of communication is the message" have been widely used in science, literature and journalism. Starting with the electric light, which is understood as "pure information, a medium without a message," McLuhan analyzes the means of communication, dividing them into hot and cold, definite and indefinite, requiring the participation of the addressee (like the telephone) or not assuming it (like radio). The witty and emotional narrative, in which Shakespeare's poems are juxtaposed with newspaper quotes and theses by Toynbee and Tocqueville, leads the author to original conclusions: the age of electric information turns out to be an age of anxiety and fatigue, stupor and apathy, and an age of awareness of the unconscious, in which "we carry all of humanity on our backs like our skin.
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