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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07198_Field_TCUM T763.txt
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1996-04-10
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belle, for that matter, was no visual package job. Visually, the
entire batch of European cars are so poor an affair that it is
obvious their makers never thought of them as something to
look at. They are something to put on, like pants or a pullover.
Theirs is the kind of space sought by the skin-diver, the water-
skier, and the dinghy sailor. In an immediate tactile sense, this
new space is akin to that to which the picture-window fad had
catered. In terms of “view,” the picture window never made any
sense. In terms of an attempt to discover a new dimension in
the out-of-doors by pretending to be a goldfish, the picture
window does make sense. So do the frantic efforts to roughen
up the indoor walls and textures as if they were the outside of
the house. Exactly the same impulse sends the indoor spaces
and furniture out into the patios in an attempt to experience
the outside as inside. The TV viewer is in just that role at all
times. He is submarine. He is bombarded by atoms that reveal