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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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05488_Field_OMMA T8.txt
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1996-04-10
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should analyze the popular culture in the same
way that they analyze literature or so-called
literature—they should look at advertisements,
they should look at the kind of stuff that is
broadcast on the radio, that is published in the
newspapers.
The other thing I should add about McLuhan was
that the same time he was at Cambridge he got
very interested in the old medieval curriculum of
what they called the trivium, which consisted of
logic, grammar, and rhetoric. McLuhan noticed
when he was studying, for example, rhetoric, that
advertisers use the exact same techniques as