Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/05275_Field_OMLJ T24.txt

Text File | 1996-04-10 | 571b | 14 lines

pattern-watcher. His insights into the techno-
cultural transformation of the 20th century
deserve to be called a theory of
MEDIAMORPHOSIS—a term borrowed from Kurt
Blaukopf’s (1989) study of the electronic mutation
of music, and independently used by Roger Fidler
(1991) to describe the electronic transformation of
newspapers.

Mediamorphosis captures the central contribution
of McLuhan’s theory of cultural transformation.
He directed attention to the historical
consequences of our dynamic relationships with
changing media environments.