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Gutenberg Galaxy

ISBN-10: 144261269X
ISBN-13: 9781442612693
Edition: 2011
Authors: Marshall McLuhan
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Description: The Gutenberg Galaxy catapulted Marshall McLuhan to fame as a media theorist and, in time, a new media prognosticator. Fifty years after its initial publication, this landmark text is more significant than ever before.Readers will be amazed by  More...

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Book details

List price: $32.95
Copyright year: 2011
Publisher: University of Toronto Press
Publication date: 7/31/2011
Binding: Paperback
Pages: 336
Size: 6.10" wide x 9.25" long x 1.00" tall
Weight: 1.606
Language: English

The Gutenberg Galaxy catapulted Marshall McLuhan to fame as a media theorist and, in time, a new media prognosticator. Fifty years after its initial publication, this landmark text is more significant than ever before.Readers will be amazed by McLuhan’s prescience, unmatched by anyone since, predicting as he did the dramatic technological innovations that have fundamentally changed how we communicate. The Gutenberg Galaxyforesaw the networked, compressed ‘global village’ that would emerge in the late-twentieth and twenty-first centuries — despite having been written when black-and-white television was ubiquitous.This new edition of The Gutenberg Galaxycelebrates both the centennial of McLuhan’s birth and the fifty-year anniversary of the book’s publication. A new interior design updates The Gutenberg Galaxyfor twenty-first-century readers, while honouring the innovative, avant-garde spirit of the original. This edition also includes new introductory essays that illuminate McLuhan’s lasting effect on a variety of scholarly fields and popular culture.A must-read for those who inhabit today’s global village, The Gutenberg Galaxy is an indispensable road map for our evolving communication landscape.

A poetry professor turned media theorist---or media guru, as some in the press called him at the time---Marshall McLuhan startled television watchers during the 1960's with the notion that the medium they were enthralled by was doing more than transmitting messages---it was the message: Its rapid-fire format, mixing programs and advertisements, conveyed as much as---or more than---any single broadcast element. McLuhan grew up in the prairie country of the Canadian West and studied English at the University of Manitoba and Cambridge University. As television entered a period of huge growth during the 1950's, McLuhan, then a college professor, became interested in advertising. He thought of it as something to be taken seriously as a new culture form, beyond its obvious capability of selling products. That interest led to his increasing speculation about what media did to audiences. In his unpredictable modern poetry classes at the University of Toronto, he spoke more and more of media. The students he taught were the television generation, the first to grow up with the medium. Many were fascinated by McLuhan's provocative observations that a medium of communication radically alters the experience being communicated. A society, he said, is shaped more by the style than by the content of its media. Thus, the linear, sequential style of printing established a linear, sequential style of thinking, in which one thing is considered after another in orderly fashion: it shaped a culture in which (objective) reason predominated and experience was isolated, compartmentalized, and repeatable. In contrast, the low-density images of television, composed of a mosaic of light and dark dots, established a style of response in which it is necessary to unconsciously reconfigure the dots immediately in order to derive meaning from them. It has shaped a culture in which (subjective) emotion predominates and experience is holistic and unrepeatable. Since television (and the other electronic media) transcends space and time, the world is becoming a global village---a community in which distance and isolation are overcome. McLuhan was crisp and assured in his pronouncements and impatient with those who failed to grasp their import. McLuhan's most famous saying, "the medium is the message," was explicated in the first chapter of his most successful book, "Understanding Media," published in 1966 and still in print. It sold very well for a rather abstruse book and brought McLuhan widespread attention in intellectual circles. The media industry responded by seeking his advice and enthusiastically disseminating his ideas in magazines and on television. These ideas caused people to perceive their environment, particularly their media environment, in radically new ways. It was an unsettling experience for some, liberating for others. Though McLuhan produced some useful insights, he was given to wild generalizations and flagrant exaggerations. Some thought him a charlatan, and he always felt himself an outcast at the university, at least partly because of his disdain for print culture and opposition to academic conventions. He never seemed quite as energetic after an operation in 1967 to remove a huge brain tumor, but he continued to work and teach until he suffered a stroke in 1979. He died a year later. Though today his writings are not discussed as much by the general public, his thesis is still considered valid and his ideas have become widely accepted.

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