Description
Book SynopsisMcLuhan 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
Table of Contents
Acknowledgments – 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.
