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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06906_Field_TCUM T471.txt
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1996-04-10
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book arrives too late,” drawing attention to the fact that the
book and the newspaper are quite different forms. Slow down
typesetting and news-gathering, and there occurs a change,
not only in the physical appearance of the press, but also in the
prose style of those writing for it. The first great change in
style came early in the eighteenth century, when the famous
Tatler and Spectator of Addison and Steele discovered a new
prose technique to match the form of the printed word. It was
the technique of equitone. It consisted in maintaining a single
level of tone and attitude to the reader throughout the entire
composition. By this discovery, Addison and Steele brought
written discourse into line with the printed word and away from
the variety of pitch and tone of the spoken, and of even the
hand-written, word. This way of bringing language into line with
print must be clearly understood. The telegraph broke language
away again from the printed word, and began to make erratic