CONTENTS

Marshall McWHO?

What Is So Special About Marshall McLuhan?

McLuhan’s Point Of View

Stepping Into McLuhan’s Bio

Influences

Student & Teacher

THE MECHANICAL BRIDE

EXPLORATIONS & Idea Consultants

Exploring THE GUTENBERG GALAXY

Understanding UNDERSTANDING MEDIA

(Re)Defining Media

(Re)Defining Message

Medium = Message

Media Gains & Losses

Classifying Media: Hot & Cool

Station Break

Amputations

Sense Ratios

The Microphone At Mass

Rubbing Media Together

Medium + Medium = Message

It’s A Triple Play!

The Alphabet

Media Metaphors

The Money Is The Metaphor

The Key To The Car

Art For Our Sake

Electronic Pentecost

Comparing Media

McLuhan On Television

Mosaic Man And “All-At-Onceness”

Connecting The Dots

TV As Teaching Tool

McLuhan On Advertising

CULTURE IS OUR BUSINESS = Image
Business Is Our Culture

The Global Village

FROM CLICHE TO ARCHETYPE

Clichés & Probes

Archetypes

THE MECHANICAL BRIDE: Comic Strips

Kroker’s PANIC ENCYCLOPEDIA

Panic Art

Panic Ads

Closure: THE LAWS OF MEDIA

The Four Laws

Extension

Obsolescence

Retrieval

Reversal

Media Tetrads

A Tetrad Sampler

Wrapping It Up

“What haven’t you noticed lately?”

Bibliography

Index