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Understanding McLuhan
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07113_Field_TCUM T678.txt
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1996-04-10
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917b
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are really private tutors, and their being misnamed on the
principle that produced the names “wireless” and “horseless
carriage” is another instance in that long list that illustrates
how every innovation must pass through a primary phase in
which the new effect is secured by the old method, amplified or
modified by some new feature.
Film is not really a single medium like song or the written
word, but a collective art form with different individuals
directing color, lighting, sound, acting, speaking. The press,
radio and TV, and the comics are also art forms dependent
upon entire teams and hierarchies of skill in corporate action.
Prior to the movies, the most obvious example of such
corporate artistic action had occurred early in the industrialized
world, with the large new symphony orchestras of the
nineteenth century. Paradoxically, as industry went its ever