Understanding Media

Reprint

McLuhan, Marshall 저자(글)

MIT Press · 1994년 10월 24일

책 소개

When Marshall McLuhan first coined the phrases global village and the medium is the message in 1964, no-one could have predicted today's information-dependent planet. No-one, that is, except for a handful of science fiction writers and Marshall McLuhan. Understanding Media was written twenty years before the PC revolution and thirty years before the rise of the Internet. Yet McLuhan's insights into our engagement with a variety of media led to a complete rethinking of our entire society. He believed that the message of electronic media foretold the end of humanity as it was known. In 1964, this looked like the paranoid babblings of a madman. In our 21st century digital world, the madman looks quite sane. Understanding Media: the most important book ever written on communication. Ignore its message at your peril.
with a new introduction by Lewis H. Lapham 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.
with a new introduction by Lewis H. Lapham 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.
with a new introduction by Lewis H. Lapham This reissue of Understanding Mediamarks 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.
"...the most brilliant marketing mind of all belonged to Marshall McLuhan. Understanding Mediais 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
"...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
"...the most brilliant marketing mind of all belonged to Marshall McLuhan. Understanding Mediais 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
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.

작가정보

저자(글) McLuhan, Marshall

목차

• Introduction to the MIT Press Edition	p. ix
  Introduction	p. 3
  The Medium Is the Message	p. 7
  Media Hot and Cold	p. 22
  Reversal of the Overheated Medium	p. 33
  The Gadget Lover: Narcissus as Narcosis	p. 41
  Hybrid Energy: Les Liaisons Dangereuses	p. 48
  Media as Translators	p. 56
  Challenge and Collapse: The Nemesis of Creativity	p. 62
  The Spoken Word: Flower of Evil?	p. 77
  The Written Word: An Eye for a Ear	p. 81
  Roads and Paper Routes	p. 89
  Number: Profile of the Crowd	p. 106
  Clothing: Our Extended Skin	p. 119
  Housing: New Look and New Outlook	p. 123
  Money: The Poor Man's Credit Card	p. 131
  Clocks: The Scent of Time	p. 145
  The Print: How to Dig It	p. 157
  Comics: MAD Vestibule to TV	p. 164
  The Printed Word: Architect of Nationalism	p. 170
  Wheel, Bicycle, and Airplane	p. 179
  The Photograph: The Brothel-without-Walls	p. 188
  Press: Government by News Leak	p. 203
  Motorcar: The Mechanical Bride	p. 217
  Ads: Keeping Upset with the Joneses	p. 226
  Games: The Extensions of Man	p. 234
  Telegraph: The Social Hormone	p. 246
  The Typewriter: Into the Age of the Iron Whim	p. 258
  The Telephone: Sounding Brass or Tinkling Symbol?	p. 265
  The Phonograph: The Toy That Shrank the National Chest	p. 275
  Movies: The Real World	p. 284
  Radio: The Tribal Drum	p. 297
  Television: The Timid Giant	p. 308
  Weapons: War of the Icons	p. 338
  Automation: Learning a Living	p. 346
  Further Readings for Media Study	p. 361
  Table of Contents provided by Publisher. All Rights Reserved.

기본정보

ISBN	9780262631594 ( 0262631598 )
발행(출시)일자	1994년 10월 24일
쪽수	392쪽
크기	151 * 226 * 25 mm / 517 g
총권수	1권
언어	영어