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Understanding McLuhan
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Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
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09199_Field_TCGG T964.txt
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1996-04-10
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The portability of the book, like that of the easel-painting,
added much to the new cult of individualism.
The uniformity and repeatability of print created the “political
arithmetic” of the seventeenth century and the
“hedonistic calculus” of the eighteenth.
The typographic logic created “the outsider,” the alienated
man, as the type of integral, that is, intuitive and
irrational , man.
Cervantes confronted typographic man in the figure of Don
Quixote.
Typographic man can express but is helpless to read the
configurations of print technology.