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Understanding McLuhan
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07264_Field_TCUM T829.txt
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1996-04-10
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and electricity require depth approaches in all fields and at all
times. Hence the sudden rejection of standardized goods and
scenery and living and education in America since the Second
War. It is a switch imposed by electric technology in general,
and by the TV image in particular.
Automation was first felt and seen on a large scale in the
chemical industries of gas, coal, oil, and metallic ores. The large
changes in these operations made possible by electric energy
have now, by means of the computer, begun to invade every
kind of white-collar and management area. Many people, in
consequence, have begun to look on the whole of society as a
single unified machine for creating wealth. Such has been the
normal outlook of the stockbroker, manipulating shares and
information with the cooperation of the electric media of press,
radio, telephone, and teletype. But the peculiar and abstract