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05195_Field_OMJE T22.txt
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philosophers, others had neglected the effects of
technology within culture historically. That had not
happened, not just media we must remember, but
also technologies. There was a reason for that,
argued McLuhan, and he attempted to redress this
balance.
The other thing that happens, where we bring
together both what some scholars have seen in
McLuhan and where their applications have come
from, and where McLuhan’s grand vision of all
these historical patterns really has a relevance for
now, is that when he described the more recent
shift—that is the earlier ones of orality to literacy,