home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
03702_Field_PRMM T10.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
698b
|
14 lines
. . . many students of the media assume that it is
the content of media, whether of the sung word,
spoken word, the written word, that really
matters. It is this sort of assumption that has
tended to divert attention away from the forms
and parameters of the media themselves. The
sensory modalities of the media as such have not
been studied. The very idea of “content” which
obsesses us, on the other hand is unknown to
nonliterate societies. Our western divisions
between form and content occur with literacy and
because of literacy. Literacy is itself a work of
intense visual stress in a culture. When men begin
to translate the speech complex into a visual code