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Understanding New Media

Extending Marshall McLuhan – Second Edition

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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 5. The 15 Messages of “New Media”: An Overview

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THE 15 MESSAGES OF “NEW MEDIA”: AN OVERVIEW

“As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of do it yourself.”

—(McLuhan, 1957, in McLuhan & Zingrone, 1995, p. 283)

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