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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07157_Field_TCUM T722.txt
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1996-04-10
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931b
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16 lines
that it is often difficult to tell where one begins and the other
ends.” Exactly the same mix is used in entertainment in Europe
and America alike. Seen outside the United States, any
American movie looks like subtle political propaganda.
Acceptable entertainment has to flatter and exploit the cultural
and political assumptions of the land of its origin. These
unspoken presuppositions also serve to blind people to the
most obvious facts about a new medium like TV.
In a group of simulcasts of several media done in Toronto
a few years back, TV did a strange flip. Four randomized groups
of university students were given the same information at the
same time about the structure of preliterate languages. One
group received it via radio, one from TV, one by lecture, and one
read it. For all but the reader group, the information was
passed along in straight verbal flow by the same speaker