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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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03724_Field_PRMM T32.txt
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1996-04-10
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721b
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14 lines
oligarchy possesses as much power and message as
print itself. I think that if we are to have a
constitutional order and balance among these new
oligarchs we shall have to study their configurations,
their psycho-dynamics and their long term messages.
To treat them as humble servants, audio-visual aids,
of our established conventions would be as fatal as
to use an x-ray unit as a space-heater. The
Western world has made this kind of mistake
before. But now with the collapse of the “East,”
that is, with its recognition that no viable society
can be built anywhere except in Western modes, it
would be a very bad time to allow our own new
media to liquidate the older media. The message