Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/05229_Field_OMJE T56.txt

Text File | 1996-04-10 | 716b | 14 lines

that he had arrived at a theory of communications
as transformation to replace other theories of
communications as transportation. So instead of
something moving in a linear way from point ‘A’,
like a package, to point ‘B’, McLuhan’s point was
about environments and ecology. And his point
was we can’t understand anything about social or
cultural change, unless we know something about
the way media work as environments. So what I
could see, reading his work whole, not just little
bits which is what’s commonly done, but reading
his work whole, what became evident was that he
had a theory of cultural transformation, and the
other side of that was that this idea of media-