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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 22. Motorcar


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· 22 ·


Content and extension: The motorcar extends the wheel and hence ultimately the foot. It is another example of an extension of an extension. It is also a hybrid of the carriage and the motor. The motor may be considered an extension of the leg muscles since they replace the body’s source of power with a mechanical technology.

Cascade: The cascade is from two directions, one from the foot to the wheel to the carriage and the other from the leg muscles to the motor.

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