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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06945_Field_TCUM T510.txt
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1996-04-10
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citizen. Many people have observed how the real integrator or
leveller of white and Negro in the South was the private car and
the truck, not the expression of moral points of view. The
simple and obvious fact about the car is that, more than any
horse, it is an extension of man that turns the rider into a
superman. It is a hot, explosive medium of social
communication. And TV, by cooling off the American public
tastes and creating new needs for unique wrap-around space,
which the European car promptly provided, practically unhorsed
the American auto-cavalier. The small European cars reduce
him to near-pedestrian status once more. Some people manage
to drive them on the sidewalk.
The car did its social levelling by horsepower alone. In
turn, the car created highways and resorts that were not only
very much alike in all parts of the land, but equally available to