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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07111_Field_TCUM T676.txt
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1996-04-10
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16 lines
cans. The world eagerly lined up to buy canned dreams. The film
not only accompanied the first great consumer age, but was
also incentive, advertisement and, in itself, a major commodity.
Now in terms of media study it is clear that the power of film to
store information in accessible form is unrivalled. Audio tape
and video tape were to excel film eventually as information
storehouses. But film remains a major information resource, a
rival of the book whose technology it did so much to continue
and also to surpass. At the present time, film is still in its
manuscript phase, as it were; shortly it will, under TV pressure,
go into its portable, accessible, printed book phase. Soon
everyone will be able to have a small, inexpensive film projector
that plays an 8-mm sound cartridge as if on a TV screen. This
type of development is part of our present technological
implosion. The present dissociation of projector and screen is a
vestige of our older mechanical world of explosion and