Extending Marshall McLuhan – Second Edition
Chapter 19. Wheel, Bicycle, and Airplane
← 178 | 179 →
· 19 ·
WHEEL, BICYCLE, AND AIRPLANE
Content and extension: The wheel, the bicycle, and the airplane all extend the foot but they form a cascade of media in that the content of the airplane (an invention of the bicycle mechanics, the Wright Brothers) is the bicycle (two cycles or two wheels) whose content is the wheel.
Cascade: The cascade is from the foot to the wheel to the bicycle to the airplane.
LOM: The wheel enhances transportation, obsolesces the foot, retrieves horse or camel, and reverses into rootlessness.
One impact on the airplane of “new media” is the use of the Web for reserving and ordering tickets, which are sent by e-mail in the form of an eticket. Naturally, computing plays a large role throughout the airline industry, but that is a topic for another book. ← 179 | 180 →
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