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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 20. The Photograph


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· 20 ·


Content and extension: The content of the photograph is an image produced by reflected light that falls into a camera onto a light-sensitive medium, originally a light-sensitive chemical film and now a light-sensitive digital medium in the case of the digital camera, and hence extends the eye. The photograph extends the eye and the narcissian mirror. Photography has largely gone digital so that the image can be viewed either on paper or on a computer monitor.

Cascade: The cascade is from the reflected light to a negative to a positive image on paper or a monitor.

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