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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07146_Field_TCUM T711.txt
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1996-04-10
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operation, not only of press, radio and movie, but of the book
as well. The commercial entertainment strategy automatically
ensures maximum speed and force of impact for any medium,
on psychic and social life equally. It thus becomes a comic
strategy of unwitting self-liquidation, conducted by those who
are dedicated to permanence, rather than to change. In the
future, the only effective media controls must take the
thermostatic form of quantitative rationing. Just as we now try
to control atom-bomb fallout, so we will one day try to control
media fallout. Education will become recognized as civil defense
against media fallout. The only medium for which our education
now offers some civil defense is the print medium. The
educational establishment, founded on print, does not yet
admit any other responsibilities.
Radio provides a speed-up of information that also