{"product_id":"understanding-media-routledge-classics-9780415255493","title":"Understanding Media Routledge Classics","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eWhen Marshall McLuhan first coined the phrases global village and the medium is the message in 1964, no-one could have predicted today's information-dependent planet. No-one, that is, except for a handful of science fiction writers and Marshall McLuhan. \u003cem\u003eUnderstanding Media\u003c\/em\u003e was written twenty years before the PC revolution and thirty years before the rise of the Internet. Yet McLuhan's insights into our engagement with a variety of media led to a complete rethinking of our entire society. He believed that the message of electronic media foretold the end of humanity as it was known. In 1964, this looked like the paranoid babblings of a madman. In our twenty-first century digital world, the madman looks quite sane. \u003cem\u003eUnderstanding Media\u003c\/em\u003e: the most important book ever written on communication. Ignore its message at your peril.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cstrong\u003e'He belongs to that small group of radical dreamers and thinkers who are trying to realize and explore the altered conditions of modern existence ... When the growth of post-Einsteinian mythologies is recorded, McLuhan's work will have its distinct place. He stands at the frontier.'\u003c\/strong\u003e - \u003cem\u003e George Steiner, The Times Literary Supplement\u003c\/em\u003e\u003cbr\u003e\u003cbr\u003e\u003cem\u003e'Understanding Media\u003c\/em\u003e\u003cstrong\u003e is still the essential read on how the medium is, more and more, the message itself.'\u003c\/strong\u003e - \u003cem\u003e Nicholas Lemann, Sunday Herald\u003c\/em\u003e\u003cbr\u003e\u003cbr\u003e\u003cstrong\u003e'McLuhan sings of the furthest reaches of electronic culture, when computer technology has replaced language with instant nonverbal communication.'\u003c\/strong\u003e - \u003cem\u003e Wired\u003c\/em\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePart 1: Introduction  1. Medium Is the Message  2. Media Hot and Cold  3. Reversal of the Overheated Medium  4. The Gadget Lover: Narcissus as Narcosis  5. Hybrid Energy: Les Liaisons Dangereuses 6. Media as Translators  7. Challenge and Collapse: The Nemesis of Creativity  Part 2: 8. The Spoken Word: Flower or Evil?  9. The Written Word: An Eye for an Ear  10. Roads and Paper Routes  11. Number: Profile of the Crowd 12. Clothing: Our Extended Skin  13. Housing: New Look and New Outlook 14. Money: The Poor Man's Credit Card  15. Clocks: The Scent of Time 16. The Print: How to Dig It  17. Comics: Mad Vestibule to TV  18. The Printed Word: Architect of Nationalism  19. Wheel, Bicycle, and Airplane  20. The Photograph: The Brothel-without-Walls  21. Press: Government by News Leak  22. Motorcar: The Mechanical Bride  23. Ads: Keeping Upset with the Joneses  24. Games: The Extensions of Man  25. Telegraph: The Social Hormone  26. The Typewriter: Into the Age of the Iron Whim  27. The Telephone: Sounding Brass or Tinkling Symbol?  28. The Phonograph: The Toy That Shrank the National Chest  29. Movies: The Reel World  30. Radio: the Tribal Drum  31. Television: The Timid Giant 32. Weapons: War of the Icons  33. Automation: Learning a Living","brand":"Taylor \u0026 Francis","offers":[{"title":"Default Title","offer_id":51767513416023,"sku":"9780415255493","price":85.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780415255493.jpg?v=1758713562","url":"https:\/\/bookcurl.com\/products\/understanding-media-routledge-classics-9780415255493","provider":"Book Curl","version":"1.0","type":"link"}