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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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05253_Field_OMLJ T2.txt
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1996-04-10
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technologies. He announced that in the 20th
century the West had moved out of the Gutenberg
Galaxy, dominated by the printing press, and into
a new era in human history. He described this
revolutionary shift as the unintended result of a
process of “multiple transformations, which are
the normal consequences of introducing new media
into any society whatever.” (1962, p.279)
Professor McLuhan became a world celebrity
armed with a Cambridge doctorate in English
Literature, voracious appetite for juxtaposing
insights from diverse sources, and fluency in puns
and vivid rhetoric. He is remembered for his self-