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Marshall McLuhan 1911-2011
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GINGKO PRESS — The official Publisher of Marshall McLuhan — is preparing new critical works and reprints of Marshall McLuhan’s writings.
Marshall McLuhan
Marshall McLuhan
Marshall McLuhan with Wilfred Watson:
From Cliché to Archetype
Edited by W. Terrence Gordon
Designed by Anne Burdick
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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 every other culture.”

In these pages, readers learn how to look at stale clichés with fresh eyes, as artists do, and discover that clichés provide the key to understanding Modernism, from the puns of James Joyce to Ionesco’s Theater of the Absurd. McLuhan mines the greats of modern literature, such as Yeats, Eliot, and Pound, and points the way to richer understanding of their work. Discussion ranges over conventional topics of literary analysis such as genres, esthetics, rhetoric, paradox, mimesis, and parody, though never in conventional fashion, because McLuhan deliberately stakes his turf in a manner that draws technology and culture together. As a result, the key terms cliché and archetype are not confined to language but are shown to have counterparts in the non-linguistic world.

The present work reprises themes from Understanding Media, such as old media becoming the content of new media, and identifies for the first time the typical effect of a new technology retrieving an older form of technology. In this new and redesigned publication of McLuhan’s neglected masterpiece, W. Terrence Gordon provides a richer reading with concise chapter introductions.

144 pages, Hardcover
7 1/2'' x 7 1/2'' (191 x 191 mm)
ISBN: 978-1-58423-066-3  $ 24.95
About the Author:
Marshall McLuhan
One of the most controversial and original thinkers of our time, McLuhan is universally regarded as the father of communications and media studies.

But he is far more than that. A cha­ris­matic figure, whose remarkable per­ception propelled him onto the inter­national stage, McLuhan became the prophet of the new information age.

In his own time he drew both ac­col­ades and criticism for his intuitive vision, his steady stream of thought-provoking metaphors, and fast-for­ward glimpses into a world where software would eclipse hardware and the power of mass media would eclipse the power of government. The information superhighway fulfilled his perceptive observation that the world would ultimately become a "global village."

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See also:

Marshall McLuhan:  Understanding Media
McLuhan: Understanding Media
When first published, Marshall McLuhan’s Understanding Media made history with its radical view of the effects of electronic communications upon man and life in the twentieth century. more...

Mashall McLuhan: Counterblast 1954
In the same year that Wyndham Lewis published Self Condemned, Marshall McLuhan took inspiration from Lewis’s journal BLAST and produced COUNTERBLAST, intended, like Self Condemned, to shake the city of Toronto out of its smugness, complacency, and spiritual torpor. more...

Marshall McLuhan: The Medium is the Massage (Hc) NEW
Marshall McLuhan / Quentin Fiore:
The Medium is the Massage (Hc)
Centennial Facsimile Edition
More than 40 years after its initial pub­lication in 1967, this piquant classic is being released once again in its original hardcover format. This book remains McLuhan’s most popular book. With every tech­no­lo­gic­al advance, McLu­han’s theories reveal how prescient his in­sights actually proved to be. more...
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GINGKO PRESS | MASS MEDIA / MARSHALL McLUHAN BOOK | ISBN-13: 9781584230663 | ISBN-10: 1-58423-066-5 / 1584230665