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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06944_Field_TCUM T509.txt
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1996-04-10
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expression of Gutenberg technology; that is, of uniform and
repeatable processes applied to all aspects of work and living.
TV brought a questioning of all mechanical assumptions about
uniformity and standardization, as of all consumer values. TV
brought also obsession with depth study and analysis.
Motivation research, offering to hook the ad and the id , became
immediately acceptable to the frantic executive world that felt
the same way about the new American tastes as Al Capp did
about his 50,000,000 audience when TV struck. Something
had happened. America was not the same.
For forty years the car had been the great leveller of
physical space and of social distance as well. The talk about
the American car as a status symbol has always overlooked the
basic fact that it is the power of the motorcar that levels all
social differences, and makes the pedestrian a second-class