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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07199_Field_TCUM T764.txt
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1996-04-10
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900b
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16 lines
the outside as inside in an endless adventure amidst blurred
images and mysterious contours.
However, the American car had been fashioned in
accordance with the visual mandates of the typographic and
the movie images. The American car was an enclosed space,
not a tactile space. And an enclosed space, as was shown in
the chapter on Print, is one in which all spatial qualities have
been reduced to visual terms. So in the American car, as the
French observed decades ago, “one is not on the road, one is in
the car.” By contrast, the European car aims to drag you along
the road and to provide a great deal of vibration for the
bottom. Brigitte Bardot got into the news when it was
discovered that she liked to drive barefoot in order to get the
maximum vibration. Even English cars, weak on visual
appearance as they are, have been guilty of advertising that