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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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05260_Field_OMLJ T9.txt
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patterns, producing detailed studies of the shifts
from orality to literacy (Ong 1982; Olson and
Torrance eds., 1991), and from manuscripts to the
printing press (Eisenstein 1979). Younger scholars
inspired by his ideas have probed media revolutions
in the 20th century (Czitrom 1982). While
begrudgingly admitting McLuhan’s importance in
raising questions about media, many of these
scholars court academic respectability by
trivializing his contribution, and downplaying his
role as a founding figure in their field. (eg. Czitrom;
Heyer 1988).
“A guy who turns in a fire alarm is not necessarily