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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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04981_Field_OMDK T80.txt
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1996-04-10
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was 40 years earlier than reader-response
criticism which became fairly well distributed near
the end of the ’70s. But reader-response criticism
was practised by Richards and McLuhan 40 years
before and very well practised by them.
And that is important because advertising and
especially television is so intensely laden with
rhetorical devices that anybody who knew a lot
about rhetoric for using it in being a good
professor, addressing one’s class knowingly and
pertinently, I would be able to analyze some of the
most telling artifacts of our culture by applying
the old skills of rhetoric and seeing how they