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Electronic Hearth: Cre...
Cecelia Tichi
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Electronic Hearth: Creating an American Television Culture

liked it 3.0  ·  Rating Details ·  5 Ratings  ·  1 Review
We all talk about the "tube" or "box," as if television were simply another appliance like the refrigerator or toaster oven. But Cecilia Tichi argues that TV is actually an environment--a pervasive screen-world that saturates almost every aspect of modern life. In Electronic Hearth, she looks at how that environment evolved, and how it, in turn, has shaped the American exp ...more
Hardcover, 272 pages
Published October 17th 1991 by Oxford University Press, USA (first published January 1st 1991)
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Mark Bowles
Aug 30, 2014 Mark Bowles rated it really liked it  ·  review of another edition
A. Mcluhan argued that tv was an environment--it is all surrounding yet evades perception. Every environment is mediated. For example we are conditioned to view the Grand Canyon with awe and reverence by all the travel guides we see for it. TV is also shaped or mediated by a number of texts.
B. The main argument here is that the TV environment must be made visible. It documents the ways in which the public (defined as middle class white Americans) was prepared to accept a new technology of mass
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