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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 17. Comics


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Content and extension: The content of the comics is the written word and visual images, and hence this hybrid medium extends both the eye and the mind’s capacity for reading text and humor.

LOM: Comics enhance the humorous, obsolesce the print, retrieve action, and reverse into the fantastic.

The Internet, through e-mail, is a popular medium for the sharing of jokes, cartoons, and urban myths. The World Wide Web, on the other hand, because of the ease with which it combines text and graphics, has given rise to a new medium, namely, Webcomics or online comics. Some Webcomics are published both on the Web and elsewhere in journals or newspapers, but the vast majority are published exclusively on the Web.

There are several advantages the Web provides for the publication of comics. Perhaps the most important is that they offer an inexpensive way of publishing and distributing one’s comics. There is also a possibility of generating income. Popular Webcomics can earn revenue through one of three channels: ← 157 | 158 →

The Web provides an avenue or medium for the Webcomic creators to find an audience for their unique brand of humor. Before the Web, when creators of comics could not find a traditional paper-based publisher such as a newspaper or magazine, they were quite limited in finding an audience for their work. With a Web site or blog they can now easily find...

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