home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
03309_Field_PRFG T4.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
629b
|
13 lines
Every product as figure seeks a host medium as
ground . Every product has the power of imposing
its own “assumptions” or ground rules on the
entire social context. The disc jockey who appears
to be manipulating a record player is, in fact,
applying this technology to the hidden service
ground of radio. The disc, as product, when
crossed with radio ground , activates a vast new
world of musicians and consumers of music. The
radio ground provides instant access to a new
public diversified in age and condition. The LP disc
creates new needs and new markets by assuming
the hidden ground of radio.