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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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02768_Field_MOPR T6.txt
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1996-04-10
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Repeatability as the subliminal message of print has
permeated every area of thought and culture in the
Western world since Gutenberg. To the political ruler
repeatability has meant the means of achieving a
uniform regime within the patterns of a singular
vernacular. . . . For the reader of print, the
consumer, repeatability confers non-conformity as
a basic human right and makes of the print point of
view a title to dignity and maturity. Repeatability
makes possible the mobilization of man and
resources within a uniform visual order which we call
nationalism and which is unthinkable under pre-
print conditions. Repeatability became the basis of
scientific method in a print culture just as it made