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Size: Seiten, 23,5x15,5 cm, g. Soft cover. Seller Inventory ABE Published by University of Toronto Press, About this Item: University of Toronto Press, , Tall 8vo, card covers, pp. VG: clean and solid with mild darkening to the wrapper's edges, mild rubbing to same. Published by University of Toronto Press, Canada Condition: New. Shipping: Regular Mail Only. Published by University of Toronto Press, Toronto Illustrated Soft Cover-souple. No Jacket. Condition: G. SMALL 4to ; pages. Condition: Acceptable.

The Gutenberg Galaxy

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The Gutenberg Galaxy: The Making of Typographic Man

Media Renaissance literacy studies books-about-books. Published by Toronto: University of Toronto Press, Very good paperback in original wrappers. Reprint of First U. Seller Inventory SKU Published by University of Toronto Press, S Great condition with minimal wear, aging, or shelf wear. Seller Inventory P Wraps as Issued. Condition: Near Fine. First Edition. Original oversize quality paper. Out of print. A clean, unmarked copy free of creases. Size: Octavo. Condition: Like New. Almost new condition. Item added to your basket View basket. Proceed to Basket. View basket.

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Argues that the advent of printing changed the way we think and the way society works. I was bowled over by this book as an undergraduate in the early 60s, for the new perspectives it opened up. However, I now find it lacking in substance. A poetry professor turned media theoristor media guru, as some in the press called him at the timeMarshall McLuhan startled television watchers during the 's with the notion that the medium they were enthralled by was doing more than transmitting messagesit was the message: Its rapid-fire format, mixing programs and advertisements, conveyed as much asor more thanany single broadcast element.

17 Critical and Fascinating Stories the Pathetic and Corrupt Media Refuse to Address to Their Peril

As television entered a period of huge growth during the 's, McLuhan, then a college professor, became interested in advertising. He thought of it as something to be taken seriously as a new culture form, beyond its obvious capability of selling products.

The Gutenberg Galaxy : the making of typographic man

That interest led to his increasing speculation about what media did to audiences. In his unpredictable modern poetry classes at the University of Toronto, he spoke more and more of media. The students he taught were the television generation, the first to grow up with the medium. Many were fascinated by McLuhan's provocative observations that a medium of communication radically alters the experience being communicated.

A society, he said, is shaped more by the style than by the content of its media. Thus, the linear, sequential style of printing established a linear, sequential style of thinking, in which one thing is considered after another in orderly fashion: it shaped a culture in which objective reason predominated and experience was isolated, compartmentalized, and repeatable. In contrast, the low-density images of television, composed of a mosaic of light and dark dots, established a style of response in which it is necessary to unconsciously reconfigure the dots immediately in order to derive meaning from them.

It has shaped a culture in which subjective emotion predominates and experience is holistic and unrepeatable. Since television and the other electronic media transcends space and time, the world is becoming a global villagea community in which distance and isolation are overcome.

McLuhan was crisp and assured in his pronouncements and impatient with those who failed to grasp their import. McLuhan's most famous saying, "the medium is the message," was explicated in the first chapter of his most successful book, "Understanding Media," published in and still in print.