Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/05689_Field_OMZI T9.txt

Text File | 1996-04-10 | 726b | 14 lines

everyone ought to know by now. That is, when Tom
Wolfe compared his work to Darwin and Freud he
was right on the money. Marshall McLuhan—for all
of the flaws that one might find in his work—was a
magnificent, insightful, brilliant pioneer in a field
that was just opening up. Well, he opened it up. I
mean, he was able to say things at a time that
nobody else could perceive. For example, his first
book, The Mechanical Bride , which was an analysis
of the advertising world in which advertising was
taken seriously as an academic fact of life. What
he discovered was essentially the techniques for
the management of human consciousness. Nobody
else thought that any of this stuff had any power,