home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
mac
/
McLuhan.dxr
/
McLuhan.dxr
/
06448_Field_TCUM T13.txt
< prev
next >
Wrap
Text File
|
1996-03-19
|
941b
|
16 lines
today that industries have become aware of the various kinds
of business in which they are engaged. When IBM discovered
that it was not in the business of making office equipment or
business machines, but that it was in the business of
processing information, then it began to navigate with clear
vision. The General Electric Company makes a considerable
portion of its profits from electric light bulbs and lighting
systems. It has not yet discovered that, quite as much as
AT&T, it is in the business of moving information.
The electric light escapes attention as a communication
medium just because it has no “content.” And this makes it an
invaluable instance of how people fail to study media at all. For
it is not till the electric light is used to spell out some brand
name that it is noticed as a medium. Then it is not the light but
the “content” (or what is really another medium) that is