The Virtual Marshall McLuhan

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A Man for All Media

Screens are all around us. We view and respond to hundreds of messages, both text and images, each day or, for some of us, each waking hour. Marshall often referred to the transition from a print culture, which began with the invention of the printing press in , to a culture of electricity, which he judged to have begun with the invention of the telegraph in the 19th century. While a print culture was individualistic and critical, reflected in the practice of private and silent reading, an electric culture was characterized by speed, and by many things happening at once.

Marshall loved metaphors.

The Virtual Marshall McLuhan by Donald F. Theall (Paperback, 2006)

They helped him to understand the ultimate meaning of a new medium. They also aided his public explanations. For example, for Marshall, the television screen could be understood as a mirror, and the mirror effect was first experienced by looking into still water. He reminded us that the reflection seen in water was first described in the story of the mythological figure of Narcissus.

Virtual Marshall McLuhan - Donald Theall, Edmund Carpenter - Google книги

Narcissus sees his reflection in the water and believes it to be beautiful. So unsettling is the experience that he eventually kills himself by plunging a dagger into his chest. The myth of Narcissus carries the lesson that observing our image in the mirror and therefore in our screens can have a mesmerizing effect.


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The effect can be psychological and neural. Narcissus has been smitten in both mind and body. Not simply that, the online variation of books are generally much cheaper, because publication houses save their print and paper machinery, the advantages of which are passed on to customers.

Further, the reach of the e book shop is immense, allowing someone living in Sydney to source out in order to a publication house in Chicago. The newest trend in the online e book world is what are called eBook libraries, or e book packages.

An eBook bundle is something out of the ordinary. That consists of a huge number of ebooks included together that are not really easily available at one solitary place.


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So instead of hunting down and purchasing, say literary timeless classics, you can purchase an eBook bundle which contains all these ebooks bundled together. These kinds of eBook libraries typically offer a substantial savings, and are usually offered in many different formats to suit your brand of electronic reading device.

Marshall McLuhan Meets William Gibson in "Cyberspace"

Large companies, such since Amazon or Barnes and Noble, tend to not really carry these eBook libraries. If you want in order to buy one of these libraries, you will have in order to search out independent eBook shops. This item may be a display model or store return that has been used. See details for description of any imperfections.

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Marshall McLuhan

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