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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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07253_Field_TCUM T818.txt
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1996-04-10
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embrace. Such is also the character of “mass media.” They are
an indication, not of the size of their audiences, but of the fact
that everybody becomes involved in them at the same time.
Thus commodity industries under automation share the same
structural character of the entertainment industries in the
degree that both approximate the condition of instant
information. Automation affects not just production, but every
phase of consumption and marketing; for the consumer
becomes producer in the automation circuit, quite as much as
the reader of the mosaic telegraph press makes his own news,
or just is his own news.
But there is a component in the automation story that is
as basic as tactility to the TV image. It is the fact that, in any
automatic machine, or galaxy of machines and functions, the
generation and transmission of power is quite separate from