'Feted and reviled in his own lifetime, Marshall McLuhan has made a dramatic comeback in recent years. Marchessault gives a balanced and carefully considered appraisal of McLuhan’s contribution to cultural theory, which may be even more pertinent now, in the early twenty-first century, than when he originally formulated it in the 1950s and ‘60s' Jim McGuigan, Professor of Cultural Analysis, Loughborough University Why is McLuhan important? What use can we make of his approach to the media today? In this insightful critical introduction, McLuhan's contribution is carefully explained and his reputation reassessed. The book: · Explains McLuhan's key ideas · Engages with critical issues in media and contemporary art · Demonstrates the relevance of his work for students of media and communications · Addresses his methodological contribution · Revises our understanding of his place in the history of ideas. Illustrated with many examples from the network society, the book works as a guide to anyone who wants to know why McLuhan is important.

Globalization and Time

Globalization and time

McLuhan's methodology needs to be examined in terms of its relevance for present-day theorizations of globalization and the new cultural formations that have both enabled and been defined by it. In particular, the meanings of McLuhan's most famous neologism, the ‘global village’ have been revived in the popular press but also in cultural geography as a means to foreground the paradoxical nature of globality and place. McLuhan's approach is formalist, comparative and medium-based. As discussed in the previous chapters, his ‘medium is the message’ includes the institutional and economic context in which the medium emerges as a social technology. Juxtaposing, for example, the bicycle and the cinema, or the radio and the typist is not intended to prove his historical ...

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