McLUHAN, Marshall. Understanding Media: The Extensions of Man.

(New York, NY): A Signet Book published by The New American Library, 1966.  First paperback edition.  Softcover.  18cm by 11cm.  311 pages. A pioneering study in media theory in which McLuhan uses historical quotes and anecdotes to probe the ways in which new forms of media change the perceptions of societies, with specific focus on the effects of each medium as opposed to the content that is transmitted by each medium. McLuhan identified two types of media: “hot” media and “cool” media, drawing from French anthropologist Lévi-Strauss’ distinction between hot and cold societies.  A very good copy in printed wrappers, surface scratch to cover.

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