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Understanding New Media

Extending Marshall McLuhan – Second Edition


Robert K. Logan

Marshall McLuhan made many predictions in his seminal 1964 publication, Understanding Media: Extensions of Man. Among them were his predictions that the Internet would become a «global village,» making us more interconnected than television; the closing of the gap between consumers and producers; the elimination of space and time as barriers to communication; and the melting of national borders. He is also famously remembered for coining the expression «the medium is the message.» These predictions form the genesis of this updated volume by Robert K. Logan, a friend and colleague who worked with McLuhan. In this second edition of Understanding New Media Logan expertly updates McLuhan’s Understanding Media to analyze the «new media» McLuhan foreshadowed and yet was never able to analyze or experience. The book is designed to reach a new generation of readers as well as appealing to scholars and students who are familiar with Understanding Media.
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Chapter 16. The Print


← 154 | 155 →

· 16 ·


Content and extension: The content of the print is a visual image and hence the print extends the eye.

LOM: The print enhances the visual appearance of things, obsolesces verbal description of objects or events, retrieves visual memory, and reverses into the digital image represented by a series of 0s and 1s.

There is not much to comment on the impact of the print, as it has been obsolesced by digital images and computer graphics and the hard-copy output of the printers connected to computers. ← 155 | 156 →

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