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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07194_Field_TCUM T759.txt
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1996-04-10
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the first. From the beginnings of the automobile, they have
preferred the wraparound space of the small car. The pictorial
value of “enclosed space” for book, car, or house has never
appealed to them. The paperback, especially in its highbrow
form, was tried in America in the 1920s and thirties and
forties. It was not, however, until 1953 that it suddenly
became acceptable. No publisher really knows why. Not only is
the paperback a tactile, rather than a visual, package; it can be
as readily concerned with profound matters as with froth. The
American since TV has lost his inhibitions and his innocence
about depth culture. The paperback reader has discovered that
he can enjoy Aristotle or Confucius by simply slowing down. The
old literate habit of racing ahead on uniform lines of print
yielded suddenly to depth reading. Reading in depth is, of
course, not proper to the printed word as such. Depth probing
of words and language is a normal feature of oral and