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From Cliche to Archetype Hardcover – October 14, 2011

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From Cliche to Archetype + Laws of Media: The New Science + Media and Formal Cause
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Product Details

  • Hardcover: 144 pages
  • Publisher: Gingko Press (October 14, 2011)
  • Language: English
  • ISBN-10: 1584230665
  • ISBN-13: 978-1584230663
  • Product Dimensions: 7.8 x 7.9 x 0.9 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #1,584,736 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

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-for ward 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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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Amazon Customer on January 11, 2012
Format: Hardcover Verified Purchase
These comments are to note some differences from the original. I was one of the few that bought the original when it was published.

Gingko Press deserves praise for reissuing this book with such a pleasant and elegant layout. It is very true to the first edition with a few additions. A 5 star effort.

They kept the same alphabetical order of the "chapters" of the book so the "Table of Contents" is near the end of the book (under T). Except, the "Notes on Sources" was moved into the alpha order instead of being at the end of the book.

One addition is that each chapter in the new edition includes an editor's note. There are three additions at the end: Acknowledgements, Fundamentals and an Index of Names. Fundamentals is short definitions of 10 terms that are important to understand McLuhan's work.

Terrence Gordon opens the book with a four page Editor's Introduction about cliche and archetype. Then he discusses various quotes in the book. This is more than a quick read, so no review of this introduction is yet appropriate from me.

I rated the book four stars because even with the reissue, this is not the best introduction to McLuhan nor is it his best work. However, this book is very relevant to the study of McLuhan's Laws of Media. So if you've read other McLuhan books, especially the Laws of Media, you will find this new edition of interest.
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