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05292_Field_OMLJ T41.txt
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1996-04-10
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technologies.
What does any artefact amplify? Retrieve?
Obsolesce? Flip into?
“There is absolutely no inevitability as long as
there is a willingness to contemplate what is
happening.” (1967, p.25)
McLuhan’s critics misread his contribution by
labelling it technological determinism. This critique
deflected attention from the questions he raised,
which could only be answered by taking up the
difficult task of scrutinizing the long-term shaping