Understanding Media.pdf

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Marshall
McLuhan
Understanding Media
The extensions of man
London and New York
C
ONTENTS
PARTI
1
Introduction
3
1
The Medium is the Message
7
2
Media Hot and Cold
24
3
Reversal of the Overheated Medium
36
4
The Gadget Lover: Narcissus as Narcosis
45
5
Hybrid Energy:
Les Liaisons Dangereuses
53
6
Media as Translators
62
7
Challenge and Collapse: the Nemesis of Creativity 68
PART II
8
The Spoken Word: Flower of Evil?
9
The Written Word: an Eye for an Ear
10
Roads and Paper Routes
11
Number: Profile ofthe Crowd
12
Clothing: Our Extended Skin
13 Housing: New Look and New Outlook
81
83
88
97
115
129
133
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
Money: the Poor Man's Credit Card
142
Clocks: the Scent of Time
157
The Print: How to Dig it
170
Comics:
Mad
Vestibule to TV
178
The Printed Word: Architect of Nationalism
185
Wheel, Bicycle, and Airplane
195
The Photograph: the Brothel-without-Walls
204
Press: Government by News Leak
220
Motorcar: the Mechanical Bride
236
Ads: Keeping Upset with the Joneses
246
Games: the Extensions of Man
254
Telegraph: the Social Hormone
267
The Typewriter: into the Age of the Iron Whim
281
The Telephone: Sounding Brass or TinklingSymbol? 289
The Phonograph: the Toy that Shrank the National Chest
300
Movies: the Reel World
310
Radio: the Tribal Drum
324
Television: the Timid Giant
336
Weapons: War of the Icons
369
Automation: Learning a Living
378
Part
INTRODUCTION
James Reston wrote in The New York Times (July 7, 1957):
A health director . . . reported this week that a small
mouse, which presumably had been watching television,
attacked a little girl and her full-grown cat. . . . Both
mouse and cat survived, and the incident is recorded
here as a reminder that things seem to be changing.
After three thousand years of explosion, by means of frag-
mentary and mechanical technologies, the Western world is
imploding. During the mechanical ages we had extended our bodies
in space. Today, after more than a century of electric technology, we
have extended our central nervous system itself in a global embrace,
abolishing both space and time as far as our planet is concerned.
Rapidly, we approach the final phase of the extensions of man-- the
technological simulation of consciousness, when the creative
process of knowing will be collectively and corporately extended to
the whole of human society, much

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