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Understanding Media: The Extensions of Man, by Marshall McLuhan, Lewis H. Lapham
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This reissue of Understanding Media marks the thirtieth anniversary (1964-1994) of Marshall McLuhan's classic expose on the state of the then emerging phenomenon of mass media. Terms and phrases such as "the global village" and "the medium is the message" are now part of the lexicon, and McLuhan's theories continue to challenge our sensibilities and our assumptions about how and what we communicate.
There has been a notable resurgence of interest in McLuhan's work in the last few years, fueled by the recent and continuing conjunctions between the cable companies and the regional phone companies, the appearance of magazines such as WiRed, and the development of new media models and information ecologies, many of which were spawned from MIT's Media Lab. In effect, media now begs to be redefined. In a new introduction to this edition of Understanding Media, Harper's editor Lewis Lapham reevaluates McLuhan's work in the light of the technological as well as the political and social changes that have occurred in the last part of this century.
- Sales Rank: #123557 in Books
- Brand: The MIT Press
- Published on: 1994-10-20
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.00" w x 6.00" l, 1.14 pounds
- Binding: Paperback
- 392 pages
- Great product!
Review
...the most brilliant marketing mind of all belonged to Marshall McLuhan. Understanding Media is a timeless analysis of how language, speech and technology shape human behavior in the era of mass communication. The book is a cautionary tale for marketers today who hear the Web's siren call and ignore the power of the spoken word.
(Wall Street Journal)Most helpful customer reviews
4 of 4 people found the following review helpful.
Understanding the World …
By Mike McClory
If you haven't read Understanding Media, don't be surprised if you find what's going on in the world confusing. McLuhan explained it all — or most of it — back in the 1950s. The best way to approach Understanding Media is to start with The Mechanical Bride, and then move on to The Gutenberg Galaxy before diving into Understanding Media. Otherwise, you may find much of what McLuhan has to offer baffling — kind of like walking into a play in the middle of the third act.
2 of 2 people found the following review helpful.
This is the Famous Book Everyone Quotes but Few Have Read!
By GaryinBoston
This is the famous book so often referred to by a multitude of intellectuals who have never, well, actually read it! While I found the precursor to this book, "The Gutenberg Galaxy" to be more fascinating (and scholarly), Understanding Media is a must read for those seeking insight into the evolution of human concsiousness and perception. Communications majors need not apply, since the book has little to do with "media" as it is defined today.
Marx thought that how production was organized (and changed over time) drove a society's social and political structures (and ultimately its citizens' psyches); McCluhan argues (in excruciating and exacting detail) that the FORM of the "extensions of man", AKA the man made world-- the wheel, clothes, the phonetic alphabet and linear printing, radio, TV, etc, AKA technology, have had profound psycho-social impacts throughout human history, driven by invention and innovation. E.g., no Gutenberg, no Renaissance and European nationalism.
Just a taste, much much more is in the book!
26 of 27 people found the following review helpful.
Cool book (in the McLuhanian sense)
By Robert Dubose
This is a beautiful edition. And the critical commentary by Terrence Gordon provides a helpful structure for getting your mind around McLuhan's ideas.
Although this may be McLuhan's great work, it is not best place to start. It is long and often incoherent. On page 39, McLuhan introduces a notoriously difficult metaphor that he uses through the book. It concerns hot and cool media. "Hot media are ... low in participation, and cool media are high in participation or completion by the audience." So, he explains, hieroglyphics and photographs are hot, but the phonetic alphabet and cartoons are cool. Radio and movies are hot, but the TV and the telephone are cool.
Does that make any sense? If not, the better place to start is his earlier work, The Gutenberg Galaxy. It is shorter, and the logic is much easier to follow. It lays out the basis of McLuhan's thinking about how changes in media reshape culture. If you are a systematic thinker like me, it is a far better book to get the basics of McLuhan's analytical method and ideas.
Even if you have the basics, UM is a dense, inspiring, and unsettling work. In each of the 33 chapters, McLuhan makes connections that change the way I think about culture. But just as often, he makes some nonsensical analogy or leap of logic and then fails to explain it.
In the end, it helps to stop trying to understand UM and let it inspire you to think.
In other words, it is very cool.
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