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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07167_Field_TCUM T732.txt
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1996-04-10
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Is it not strange that TV should have been as
revolutionary a medium in America in the 1950s as radio in
Europe in the 1930s? Radio, the medium that resuscitated the
tribal and kinship webs of the European mind in the 1920s and
1930s, had no such effect in England or America. There, the
erosion of tribal bonds by means of literacy and its industrial
extensions had gone so far that our radio did not achieve any
notable tribal reactions. Yet ten years of TV have Europeanized
even the United States, as witness its changed feelings for
space and personal relations. There is new sensitivity to the
dance, plastic arts, and architecture, as well as the demand for
the small car, the paperback, sculptural hairdos and molded
dress effects—to say nothing of a new concern for complex
effects in cuisine and in the use of wines. Notwithstanding, it
would be misleading to say that TV will retribalize England and
America. The action of radio on the world of resonant speech