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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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05286_Field_OMLJ T35.txt
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1996-04-10
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“Societies have always been shaped more by the
nature of the media by which men communicate
than by the content of the communication.” (1967,
p.8)
On McLuhan’s transformative model, media and
technologies are not neutral things out there,
obedient to our conscious will, carrying our
messages like packages. Instead, he focused on
two simultaneous aspects: how media technologies
change, and how the active user is transformed by
encountering his or her extensions in media
environments. McLuhan directed attention to four
core dynamics of mediamorphosis: