One of the coolest books from the father of “the medium is the message” — Marshall McLuhan. This book is basically a performance of his famous thesis — that we fail to notice how the medium itself reorganizes our attention, senses, behavior and understanding of the world, seeing it as just a neutral vehicle for relaying information.
A media environment is difficult to perceive while we are in it — like a fish that doesn’t notice water — so with this book McLuhan created a “counter environment” with unusual design and provocative language that is meant to jolt the reader out of their passive media environment and see how it affects them.
The original version was a short handmade publication from 1954 and McLuhan later expanded it into this much longer 1969 book, designed with Harley Parker.
This book is in excellent condition though it does have some penciled in notes and underlines throughout.
One of the coolest books from the father of “the medium is the message” — Marshall McLuhan. This book is basically a performance of his famous thesis — that we fail to notice how the medium itself reorganizes our attention, senses, behavior and understanding of the world, seeing it as just a neutral vehicle for relaying information.
A media environment is difficult to perceive while we are in it — like a fish that doesn’t notice water — so with this book McLuhan created a “counter environment” with unusual design and provocative language that is meant to jolt the reader out of their passive media environment and see how it affects them.
The original version was a short handmade publication from 1954 and McLuhan later expanded it into this much longer 1969 book, designed with Harley Parker.
This book is in excellent condition though it does have some penciled in notes and underlines throughout.
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