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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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03722_Field_PRMM T30.txt
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1996-04-10
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705b
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14 lines
Taken in the long run, the medium is the message.
So that when, by group action, a society evolves a
new medium like print or photo or radio, it has
earned the right to express a new message. And
when we tell the young that this new message is a
threat to the old message or medium, we are
telling them that all we are striving to do in our
united social and technical lives is destructive of
all that they hold dear. The young can only
conclude that we are not serious. And this is the
meaning of their decline of attention. In Russia,
where print is still a novelty, and one extremely
needful to the achievement of the producer and
consumer patterns that we achieved centuries