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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06801_Field_TCUM T366.txt
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1996-04-10
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846b
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16 lines
the comic book has gone into a decline.
It is, perhaps, obvious enough that if a cool medium
involves the viewer a great deal, a hot medium will not. It may
contradict popular ideas to say that typography as a hot
medium involves the reader much less than did manuscript, or
to point out that the comic book and TV as cool media involve
the user, as maker and participant, a great deal.
After the exhaustion of the Graeco-Roman pools of slave
labor, the West had to technologize more intensively than the
ancient world had done. In the same way the American farmer,
confronted with new tasks and opportunities, and at the same
time with a great shortage of human assistance, was goaded
into a frenzy of creation of labor-saving devices. It would seem
that the logic of success in this matter is the ultimate