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From Cliche To Archetype

3.80  ·  Rating Details  ·  25 Ratings  ·  1 Review
Six years after the publication of his seminal work, Understanding Media, the Extensions of Man, Marshall McLuhan linked his insights into media to his love of literature and produced From Cliché to Archetype. “In the age of electronic retrieval, the entire phenomenal universe is at once junkyard and museum” — cliché and archetype. “Every culture now rides on the back of e ...more
Hardcover, 213 pages
Published November 17th 1970 by Viking Books (first published January 1st 1970)
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Jan 20, 2009 Dan rated it liked it
Shelves: cultural-study
A book of fragments, literary quotes (mostly the high modernists, James Joyce, William Butler Yeats and T.S. Eliot linked by McLuhan's gnomic commentaries. However, this is not a book of literary criticism; it is an analysis of media, and still relevant today, forty years after it was written, largely because of the way that McLuhan's thought is a useful tool for understanding how the Internet and related technologies have transformed the way we think and communicate.
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Herbert Marshall McLuhan, CC, was a Canadian educator, philosopher, and scholar — a professor of English literature, a literary critic, and a communications theorist. McLuhan's work is viewed as one of the cornerstones of the study of media theory. McLuhan is known for coining the expressions "the medium is the message" and the "global village".

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“It is just when people are all engaged in snooping on themselves and one another that they become anesthetized to the whole process. Tranquilizers and anesthetics, private and corporate, become the largest business in the world just as the world is attempting to maximize every form of alert. Sound-light shows, as new cliché, are in effect mergers, retrievers of the tribal condition. It is a state that has already overtaken private enterprise, as individual businesses form into massive conglomerates. As information itself becomes the largest business in the world, data banks know more about individual people than the people do themselves. The more the data banks record about each one of us, the less we exist.” 3 likes
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