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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07189_Field_TCUM T754.txt
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1996-04-10
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898b
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that the role of literacy in shaping an industrial economy is
basic and archetypal. Literacy is indispensable for habits of
uniformity at all times and places. Above all, it is needed for the
workability of price systems and markets. This factor has been
ignored exactly as TV is now being ignored, for TV fosters many
preferences that are quite at variance with literate uniformity
and repeatability. It has sent Americans questing for every sort
of oddment and quaintness in objects from out of their storied
past. Many Americans will now spare no pains or expense to get
to taste some new wine or food. The uniform and repeatable
now must yield to the uniquely askew, a fact that is
increasingly the despair and confusion of our entire
standardized economy.
The power of the TV mosaic to transform American
innocence into depth sophistication, independently of