{"product_id":"mcluhan-in-reverse-9781433182457","title":"McLuhan in Reverse","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003e\u003c\/i\u003e\u003cp\u003eMcLuhan 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. \u003c\/p\u003e\u003cp\u003eWhile 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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eAcknowledgments – Preface – McLuhan’s General Theory of Media (GToM) and the Role of Reversals – The Ten Elements of McLuhan’s General Theory of Media – Applying McLuhan’s General Theory of Media to the Flowering of the Digital Age – Understanding Humans: The Extensions of Digital Media – General System Thinking and Marshall McLuhan’s General Theory of Media – Cataloguing McLuhan Reversals.\u003c\/p\u003e","brand":"Peter Lang Publishing Inc","offers":[{"title":"Default Title","offer_id":51039676957015,"sku":"9781433182457","price":71.37,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781433182457.jpg?v=1750944457","url":"https:\/\/bookcurl.com\/products\/mcluhan-in-reverse-9781433182457","provider":"Book Curl","version":"1.0","type":"link"}