McLuhan in Reverse : His General Theory of Media (GToM)

Robert K. Logan

ISBN 10: 1433182467 / ISBN 13: 9781433182464

Editore: Peter Lang, Peter Lang, 2021

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Druck auf Anfrage Neuware - Printed after ordering - McLuhan in Reverse proposes two new and startling theses about Marshall McLuhan's body of work. The first argues that despite McLuhan's claim that he did not work from a theory, his body of work in fact constitutes a theory that Robert K. Logan calls his General Theory of Media (GToM). The second thesis is that McLuhan's GToM is characterized by a number of reversals, including his reversals of figure and ground, cause and effect, percepts and concepts; and the medium and its content as described in his famous one-liner 'the medium is the message.' While McLuhan's famous Laws of Media are part of his GToM, Logan has identified nine other elements of the GToM. They are his use of probes; figure/ground analysis; the idea that the medium is the message; the subliminal nature of ground or environment revealed only by the creation of an anti-environment; the reversal of cause and effect; the importance of percept over concept and hence a focus on the human sensorium and media as extensions of man; the division of communication into the oral, written, and electric ages along with the notions of acoustic and visual space; the notion of the global village; and finally, media as environments and hence media ecology.

Codice articolo 9781433182464

Dati bibliografici

• Titolo: McLuhan in Reverse : His General Theory of Media (GToM)
• Editore: Peter Lang, Peter Lang
• Data di pubblicazione: 2021
• Lingua: Inglese
• ISBN 10: 1433182467
• ISBN 13: 9781433182464
• Rilegatura: Taschenbuch
• Condizione: Neu
• Dimensioni: 225 L x 150 A x 10 P (millimetri) 225 millimetri di larghezza per 150 millimetri di altezza per 10 millimetri di profondità
• Peso: 240 grammi

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Riassunto

McLuhan in Reverse proposes two new and startling theses about Marshall McLuhan’s body of work. The first argues that despite McLuhan’s claim that he did not work from a theory, his body of work in fact constitutes a theory that Robert K. Logan calls his General Theory of Media (GToM). The second thesis is that McLuhan’s GToM is characterized by a number of reversals, including his reversals of figure and ground, cause and effect, percepts and concepts; and the medium and its content as described in his famous one-liner "the medium is the message."

While McLuhan’s famous Laws of Media are part of his GToM, Logan has identified nine other elements of the GToM. They are his use of probes; figure/ground analysis; the idea that the medium is the message; the subliminal nature of ground or environment revealed only by the creation of an anti-environment; the reversal of cause and effect; the importance of percept over concept and hence a focus on the human sensorium and media as extensions of man; the division of communication into the oral, written, and electric ages along with the notions of acoustic and visual space; the notion of the global village; and finally, media as environments and hence media ecology.