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Global Village : Transformations in World Life and Media in the 21st Century by Bruce R. Powers and Marshall McLuhan (1992, Trade Paperback)
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First Edition : False. Pages : 240. About booksfromca. Condition : Very Good.
- Buy It NowThe Global Village: Transformations in World Life and Media in the 21st Century
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About this product
Product Identifiers
PublisherOxford University Press, Incorporated
ISBN-100195079108
ISBN-139780195079104
eBay Product ID (ePID)73149
Product Key Features
Book TitleGlobal Village : Transformations in World Life and Media in the 21st Century
Number of Pages240 Pages
LanguageEnglish
Publication Year1992
TopicMedia Studies
IllustratorYes
GenreSocial Science
AuthorBruce R. Powers, Marshall Mcluhan
Book SeriesCommunication and Society Ser.
FormatTrade Paperback
Dimensions
Item Height0.5 in
Item Weight7.1 Oz
Item Length8 in
Item Width5.3 in
Additional Product Features
Intended AudienceTrade
TitleLeadingThe
Reviews"Highly readable and valuable....I would unreservedly recommend the Powers book as the best available introduction to and summary of McLuhan's thinking."--Journal of Communication, "Highly readable and valuable....I would unreservedly recommend the Powersbook as the best available introduction to and summary of McLuhan'sthinking."--Journal of Communication, Highly readable and valuable ... I would unreservedly recommend [this] book as the best available information to and summary of McLuhan's thinking.
Dewey Edition19
Dewey Decimal302.2/34
SynopsisMarshall McLuhan's posthumous The Global Village, co-authored by Bruce Powers, explores the new "laws" of media, "laws" fostering a dramatic collision of viewpoints. The first based on Visual Space - the linear, quantitative mode of perception characteristic of the Western world is preserved by the medium of print. While the second, based on Acoustic Space - the holistic, qualitative reasoning of the East - is being fostered by television, the technologies of the data base, communication satallites, and the globalmedia network.McLuhan and Powers offer the 'Tetrad' as a four part structure of analysis for relieving the outcome of this collision. By focusing on four questions - What does this new medium enhance? What does it render obsolete? What does it retrieve that was long ago pushed aside? And what does it produce or become when extended beyond the limits of its potential? - one can postulate the cultural life of an arifact in advance by showing how a total saturated use would produce a reversal of the original intent. For example, money converted into credit cards: the telephone to the omnipresence of teleconferencing; or the high-rise apartment building: enhancing privacy, rendering community obsolete, retrieving the catacombs, and reversing into a slum.McLuhan's insights, his aphorisms, and his legacy as "the man behind the message", make The Global Village excellent reading for anyone interested in the shaping power of communication technology., Extending the visionary early work of the late Marshall McLuhan, The Global Village , one of his last collaborative efforts, applies that vision to today's worldwide, integrated electronic network. When McLuhan's groundbreaking Understanding Media was published in 1964, the media as we know it today did not exist. But McLuhan's argument, that the technological extensions of human consciousness were racing ahead of our ability to understand their consequences, has never been more compelling. And if the medium is the message, as McLuhan maintained, then the message is becoming almost impossible to decipher. In The Global Village , McLuhan and co-author Bruce R. Powers propose a detailed conceptual framework in terms of which the technological advances of the past two decades may be understood. At the heart of their theory is the argument that today's users of technology are caught between two very different ways of perceiving the world. On the one hand there is what they refer to as Visual Space--the linear, quantitative mode of perception that is characteristic of the Western world; on the other hand there is Acoustic Space--the holistic, qualitative reasoning of the East. The medium of print, the authors argue, fosters and preserves the perception of Visual Space; but, like television, the technologies of the data base, the communications satellite, and the global media network are pushing their users towards the more dynamic, "many-centered" orientation of Acoustic Space. The authors warn, however, that this movement towards Acoustic Space may not go smoothly. Indeed, McLuhan and Powers argue that with the advent of the global village--the result of worldwide communications--these two worldviews "are slamming into each other at the speed of light," asserting that "the key to peace is to understand both these systems simultaneously." Employing McLuhan's concept of the Tetrad--a device for predicting the changes wrought by new technologies--the authors analyze this collision of viewpoints. Taking no sides, they seek to do today what McLuhan did so successfully twenty-five years ago--to look around the corner of the coming world, and to help us all be prepared for what we will find there., The Global Village extends the visionary work Marshall McLuhan first offered in his pioneering Understanding Media to today's worldwide, integrated electronic network, proposing a detailed conceptual framework in terms which the technological advances of the past two decades may be understood. At the heart the book is the argument that today's users of technology are caught between two very different ways of perceiving the world. On the one handthere is what the authors refer to as Visual Space--the linear, quantitative mode of perception that is characteristic of the Western world; on the other hand there is Acoustic Space--the holistic, qualitativereasoning of the East, toward which all of the latest technologies are pushing us. The authors warn, however, that this movement towards Acoustic Space may not go smoothly. Indeed, McLuhan and Powers argue that with the advent of the global village--the result of worldwide communications--these two worldviews "are slamming into each other at the speed of light," asserting that "the key to peace is to understand both these systems simultaneously." Adopting a refreshinglyimpartial approach, the authors seek to do today what McLuhan did so successfully twenty-five years ago--to look around the corner of the coming world, and to help us all be prepared for what we will findthere., Extending the visionary early work of the late Marshall McLuhan, The Global Village, one of his last collaborative efforts, applies that vision to today's worldwide, integrated electronic network. When McLuhan's groundbreaking Understanding Media was published in 1964, the media as we know it today did not exist. But McLuhan's argument, that the technological extensions of human consciousness were racing ahead of our ability to understand their consequences, has never been more compelling. And if the medium is the message, as McLuhan maintained, then the message is becoming almost impossible to decipher. In The Global Village, McLuhan and co-author Bruce R. Powers propose a detailed conceptual framework in terms of which the technological advances of the past two decades may be understood. At the heart of their theory is the argument that today's users of technology are caught between two very different ways of perceiving the world. On the one hand there is what they refer to as Visual Space--the linear, quantitative mode of perception that is characteristic of the Western world; on the other hand there is Acoustic Space--the holistic, qualitative reasoning of the East. The medium of print, the authors argue, fosters and preserves the perception of Visual Space; but, like television, the technologies of the data base, the communications satellite, and the global media network are pushing their users towards the more dynamic, "many-centered" orientation of Acoustic Space. The authors warn, however, that this movement towards Acoustic Space may not go smoothly. Indeed, McLuhan and Powers argue that with the advent of the global village--the result of worldwide communications--these two worldviews "are slamming into each other at the speed of light," asserting that "the key to peace is to understand both these systems simultaneously." Employing McLuhan's concept of the Tetrad--a device for predicting the changes wrought by new technologies--the authors analyze this collision of viewpoints. Taking no sides, they seek to do today what McLuhan did so successfully twenty-five years ago--to look around the corner of the coming world, and to help us all be prepared for what we will find there.
LC Classification NumberP90
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- May 31, 2025
Clean, yellowed with age, fab book!...
Clean, yellowed with age, fab book!Verified purchase: YesCondition: Pre-owned
