home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
06703_Field_TCUM T268.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
991b
|
16 lines
clothing is a more direct extension of the outer surface of the
body. Today Europeans have begun to dress for the eye,
American-style, just at the moment when Americans have
begun to abandon their traditional visual style. The media
analyst knows why these opposite styles suddenly transfer
their locations. The European, since the Second War, has begun
to stress visual values; his economy, not coincidentally, now
supports a large amount of uniform consumer goods.
Americans, on the other hand, have begun to rebel against
uniform consumer values for the first time. In cars, in clothes,
in paperback books; in beards, babies, and beehive hairdos, the
American has declared for stress on touch, on participation,
involvement, and sculptural values. America, once the land of
an abstractly visual order, is profoundly “in touch” again with
European traditions of food and life and art. What was an
avant- garde program for the 1920 expatriates is now the