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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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02773_Field_MOPR T11.txt
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1996-04-10
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713b
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14 lines
With Gutenberg the first mechanization of an
handicraft was by segmentation of the scribal
processes, demonstrating the powers of rapid
repetition to create mass production. Gutenberg
wiped out scholasticism and scribal culture almost
overnight. In the same manner that TV uses movies,
Gutenberg used the old medieval content as his
programming. Soon this technology created a new
environment that altered the human sensorium
drastically, providing the presses with individual
authors eager to express fragmented opinions, or
what we later began to call “private points of view.”
Just as there was nobody in the ancient classical
world to notice the effects of the phonetic alphabet