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"...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
Kurzbeschreibung
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.
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Format:Taschenbuch
I believe many forget this book was written in 1964, before your personal computer and cable television. This book, however dense at times and in my opinion, predicted the explosive of the internet and modern electronic media 30 years previous. For anyone who claims the ideas about the tribal structure are false, need only investigate urban design trends today to see that the large city structure is being abandoned for smaller neighborhoods where people can walk everywhere, quite like they may in a tribe, and how the reintroduction of porches and other features that stimulate neighborhood participation are doing the same. And, if you really want some evidence that Mcluhan could base such an idea on an actually occurrence in his own time, you should read up on housing development in the Orange county of Southern California during the 1950s. A group that included the Eames' and others where they were trying to establish such a tribal urbanism, but the commuter culture was established and thus ruled, people fearing change. All that remained of their ideas were thousands of glass houses that no longer meet building code 22 and the commuter culture led to bad ideas like Brasilia, Brazil. Apparently Mcluhan was just the only person to write it down as society quashed it to remain in the safety of the old. I'm sorry but this book is utterly amazing. I look at everything differently now, everything. It makes a lot of sense if you think about it and apply it. And then you realize it was written in the 60s? Wow. Mcluhan was right on target. For those wanting an intro to Mcluhan and have small attention spans I suggest 'On Mcluhan: Forward Through the Rearview Mirror'. I am saddened that I can't attend the Center for Culture and Technology. If you are a person who wants to understand the world so much more clearly READ THIS BOOK, NOW! Another review claims that this book will be looked back on as silly 60s trash. Hmmm NO! I am only eighteen years old, never lived during the 60s, and I'm afraid I can see it is all extremely accurate now and can apply everything Mcluhan says to my everyday life and it makes things make allot more sense. READ THUS NOW. And if you wish to be more enthralled read [the] interview... with the real Bob Dobbs ( not of the church of the subgenius fame). I'm sorry anyone who doesn't like this book or, rather i should say, can't see it as prophetic and right not not worthy of at least my respect if not most people's. Sorry if harsh, but very true.
Format:Taschenbuch
I believe many forget this book was written in 1964, before your personal computer and cable television. This book, however dense at times and in my opinion, predicted the explosive of the internet and modern electronic media 30 years previous. For anyone who claims the ideas about the tribal structure are false, need only investigate urban design trends today to see that the large city structure is being abandoned for smaller neighborhoods where people can walk everywhere, quite like they may in a tribe, and how the reintroduction of porches and other features that stimulate neighborhood participation are doing the same. And, if you really want some evidence that Mcluhan could base such an idea on an actually occurrence in his own time, you should read up on housing development in the Orange county of Southern California during the 1950s. A group that included the Eames' and others where they were trying to establish such a tribal urbanism, but the commuter culture was established and thus ruled, people fearing change. All that remained of their ideas were thousands of glass houses that no longer meet building code 22 and the commuter culture led to bad ideas like Brasilia, Brazil. Apparently Mcluhan was just the only person to write it down as society quashed it to remain in the safety of the old. I'm sorry but this book is utterly amazing. I look at everything differently now, everything. It makes a lot of sense if you think about it and apply it. And then you realize it was written in the 60s? Wow. Mcluhan was right on target. For those wanting an intro to Mcluhan and have small attention spans I suggest 'On Mcluhan: Forward Through the Rearview Mirror'. I am saddened that I can't attend the Center for Culture and Technology. If you are a person who wants to understand the world so much more clearly READ THIS BOOK, NOW! Another review claims that this book will be looked back on as silly 60s trash. Hmmm NO! I am only eighteen years old, never lived during the 60s, and I'm afraid I can see it is all extremely accurate now and can apply everything Mcluhan says to my everyday life and it makes things make allot more sense. READ THUS NOW. And if you wish to be more enthralled read this interview...with the real Bob Dobbs ( not of the church of the subgenius fame). I'm sorry anyone who doesn't like this book or, rather i should say, can't see it as prophetic and right not not worthy of at least my respect if not most people's. Sorry if harsh, but very true.
Format:Taschenbuch
Although we're just beginning to realize it, the world that Marshall McLuhan foresaw is beginning to take place. When you hear that an insurance company or ad agency is not primarily in the business of producing ads or insurance, but of "putting people in touch" or "communicating," that rhetoric was stolen straight from Mr. McLuhan. Likewise the (slightly misunderstood but still relevant) cliche "global village," was coined back in 1964 when UNDERSTANDING MEDIA first appeared.
Most academic books are about ten percent new. Inovative ones are about 20 percent new. McLuhan claimed his was about 40 percent new, which is what makes is such a rough read. It isn't his prose style, which is charming and felicitous. But when introducing a new discipline, there must needs be enough bridges left to the old ones (in this case sociology, history, rhetoric, etc.) that redundancy occurs. That explains why you'll see some repetition in this book, as well as what appears to be disorganiztion. This leads some reader/critics to assume that UNDERSTANDING MEDIA is simply sloppy and poorly edited but far from it: it's a powerful, almost radical way to restructure our view of American (and hence the world's) society.
For what it's worth, I was a communications major in college (UVA 1977) with several McLuhan papers to my credit. charess@ync.net
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A remarkable collection of nonsense
I have rarely found so much nonsense compressed between the covers of a book. This a collection of unwarranted, groundless assertions, irresponsible generalizations and shameless... Lesen Sie weiter...
Veröffentlicht am 4. Januar 2000 von Prof. R. Paris
McLuhan's pragmatism
I am italian and I read all McLuhan's books in italian language. I got a degree in Theoretical Philosophy in december 1998, about "McLuhan's problems about process and... Lesen Sie weiter...
Am 12. Februar 1999 veröffentlicht
Feeling numb? Herein lies the power to feel again...
I found this book in a second-hand bookstore for under one dollar. Had never heard of it, had never heard of him but I am fascinated by the media, specifically advertising. Lesen Sie weiter...
Am 20. Januar 1999 veröffentlicht
Mostly favorable
This book is the most profound statement of McLuhan's theories, filled with memorable quotes and odd ideas. Lesen Sie weiter...
Veröffentlicht am 22. Oktober 1998 von liff@hotmail.com
McLUHAN IS STILL "FAR-OUT MAN"
Since the advent of civilization, humans have been evolving themselves through technology: foot into wheel, skin into clothing, teeth into weapons, and finally, our nervous system... Lesen Sie weiter...
Am 29. März 1998 veröffentlicht
Big Brother is Dead.
McLuhan kills Big Brother on the last page of this book.
Unfortunately, McLuhan is not really a very good writer. Lesen Sie weiter...
Unfortunately, McLuhan is not really a very good writer. Lesen Sie weiter...
Am 17. Dezember 1996 veröffentlicht
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