Extending Marshall McLuhan – Second Edition
Chapter 10. Roads and Paper Routes
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ROADS AND PAPER ROUTES
Content and extension: The content of roads and paper routes is the pedestrians and their belongings or vehicles carrying passengers and/or cargo. The road extends the foot of the pedestrian and the wheel of the vehicle, which itself is an extension of the foot.
Cascade: The cascade is from the foot to the pedestrian to the road or from the foot to the wheel to the vehicle to the road.
LOM: The road enhances exchange of goods and ideas, obsolesces the trail and isolation, retrieves distant places, and reverses into rootlessness.
The Impact of “New Media” on Roads and Paper Routes
The impact of “new media” on roads takes two distinct paths: one is the way they help drivers find their way to their destination through electronic maps and surveillance, and the other is on the direct operation of vehicles on the highway. Let’s begin with finding our way on the road. The open road is now ← 127 | 128 → an open book. Many Web sites exist that will offer exact directions of how to travel between any two points on the planet that are accessible by road in the shortest and most convenient way. The most popular site of this type is Mapquest.com, which is owned by AOL and is the 29th most popular Web site in the USA. They will also indicate the location of restaurants and hotels...
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