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05284_Field_OMLJ T33.txt
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1996-04-10
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terms, and take seriously what he believed he had
arrived at: a communications theory of
transformation to replace previous theories of
communications as transportation.
Instead of regarding communication on a linear
model, whereby a message travels pony express
style from point to point,
like this: Sender—channel—Receiver
McLuhan asserted an ecological model, whereby
the users—not passive consumers, but active
producers of meaning—are extended into and