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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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05197_Field_OMJE T24.txt
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1996-04-10
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711b
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14 lines
There I think we begin to see not only why some
scholars find relevance in him, why a lot of public
intellectuals and popular commentators find
relevance in him, but also why his ideas seem to
again have such a resonance with what’s going on
now. In the theory he arrived at, he put forward
the idea of this great shift—this media-morphosis
is the way I think of it. It’s about technologies and
our use of media—not just that technology
determines us somehow, but that the way we use
media, the way we extend ourselves out into them,
reshapes us. As well, the media are also changing,
independently of us. Now that sort of media-
morphosis, that has great value now. Again, not