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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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02781_Field_MOPR T19.txt
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1996-04-10
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723b
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The circuit reverses the characteristics of the wheel,
just as Xerography reverses the characteristics of
the printing press. Before printing, the scribe,
author and publisher became highly specialized and
centralized forms of action. With Xerography,
author and publisher and reader tend to merge once
more. Whereas the printed book had been the first
mass-produced product, creating uniform prices
and markets, Xerography tends to restore the
custom-made book. Writing and publishing tend to
become services of a corporate and inclusive kind.
The printed word created the Public. The Public
consists of separate individuals, each with his own
point of view. Electric circuitry does not create a