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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06933_Field_TCUM T498.txt
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1996-04-10
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an inevitable clash with the medium of the book. The press as a
collective and communal image assumes a natural posture of
opposition to all private manipulation. Any mere individual who
begins to stir about as if he were a public something-or-other is
going to get into the press. Any individual who manipulates the
public for his private good may also feel the cleansing power of
publicity. The cloak of invisibility, therefore, would seem to fall
most naturally on those who own newspapers or who use them
extensively for commercial ends. May not this explain the
strange obsession of the book-man with the press-lords as
essentially corrupt? The merely private and fragmentary point
of view assumed by the book reader and writer finds natural
grounds for hostility toward the big communal power of the
press. As forms, as media, the book and the newspaper would
seem to be as incompatible as any two media could be. The
owners of media always endeavor to give the public what it