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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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01786_Field_OMMC T14.txt
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1996-04-10
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732b
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14 lines
Violence in the media, or sex in the media or
anything is a complete red herring. It doesn’t give
the nature of the medium itself or its effects. In
fact, the content of any medium is always an older
medium, as my father showed over and over again.
And by the time you put something inside another
situation you change its properties. By the time
you put, let’s say, a novel or an opera on film, as
film it doesn’t have the effect of an opera which is
performed on a stage with a live audience and so
on. Or as film, the novel doesn’t have the effect of
the book, it has now the effect of film. And it
changes people and uses them according to the
dictates of the film medium, not according to the