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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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06949_Field_TCUM T514.txt
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1996-04-10
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16 lines
from his “middle-class” life. The lowest income gives everybody
a considerable piece of the same middle-class existence. That
is, we really have homogenized our schools and factories and
cities and entertainment to a great extent, just because we are
literate and do accept the logic of uniformity and homogeneity
that is inherent in Gutenberg technology. This logic, which had
never been accepted in Europe until very recently, has suddenly
been questioned in America, since the tactile mesh of the TV
mosaic has begun to permeate the American sensorium. When
a popular writer can, with confidence, decry the use of the car
for travel as making the driver “more and more common,” the
fabric of American life has been questioned.
Only a few years back Cadillac announced its “El Dorado
Brougham” as having anti-dive control, outriggers, pillarless
styling, projectile-shaped gull-wing bumpers, outboard exhaust