Essential McLuhan

• Introduction Part I Culture as Business 1. American Advertising 2. The Mechanical Bride Preface The Mechanical Bride; From Da Vinci to Holmes 3. Culture Is Our Business 4. Joyce, Mallarme, and the Press 5. Letter to Harold Adams Innis 6. Postures and Impostures of Managers Past; Part II Print and the Electric Revolution 7. Media and Cultural Change; 8. The Gutenberg Galaxy; Prologue; The Gutenberg Galaxy; 9. Understanding Media; The Medium Is the Message; Media Hot and Cold; Reversal of the Overheated Medium; Hybrid Energy: Les Liaisons Dangereuses 10. Is It Natural That One Medium Should Appropriate and Exploit Another? 11. Explorations; Stress; Oral-anal; Sherlock Holmes vs. the Bureaucrat; Verbal-Voco-Visual; Milton Had His Daughters; I Have My Dictaphone Part III Oral McLuhan 12. Address at Vision 65 13. Playboy Interview: Marshall McLuhan -A Candid Conversation with the High Priest of Popcult and Metaphysician of Media 14. A McLuhan Sourcebook: Key Quotations from the Writings of Marshall McLuhan 15. Explorations; The Media Fit the Battle of Jericho Culture without Literacy; Cicero and the Renaissance Training for Prince and Poet Part IV Culture and Art: Figures and Grounds 16. From Cliche to Archetype; Archetype; Public Archetype as Cliché 17. The Emperor's New Clothes 18. Pro-log to Exploration 19. Laws of Media; Culture and Communication: The Two Hemispheres; Laws of Media.

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