home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
08304_Field_TCGG T69.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
938b
|
16 lines
the right to say things at all, and this access he
maintains is denied to most in the United States and
exists for most in the Soviet Union.
Soviet concern with media results is natural to any oral
society where interdependence is the result of instant interplay
of cause and effect in the total structure. Such is the character
of a village, or, since electric media, such is also the character
of global village. And it is the advertising and PR community
that is most aware of this basic new dimension of global
interdependence. Like the Soviet Union, they are concerned
about access to the media and about results . They have no
concern whatever about self-expression and would be shocked
by any attempt to take over, say, a public advertisement for oil
or coke as a vehicle of private opinion or personal feeling. In the
same way the literate bureaucrats of the Soviet Union cannot