advertising, 12, 25, 99-102, 120-21
ages-of-man theory (McLuhan), 33
Alice in Wonderland, 38
Allen, Woody, 36
alphabet, the, 30
amputations, caused by technological media, 56-57
archetype, meaning of, 108-9, 113
functioning of, in McLuhan’s world, 78-80
audiac (dental device), 61
automation, 38
bicycles, 43
Blondie, 116
books, linear vs. mosaic/multidimensional functioning of, 11-14, 53-54, 102, 107
Bringing Up Father, 116
Browning, Robert, 71
Cambridge University (England), 17, 18, 23, 24
Capp, Al, 117
Cartesian view of the universe, 32
cartoons, 52
Chesterton, C. K., 23
Chinese writing, 69
chronological narrative, 32
city, the, 38
Clark Kent, 115
clocks, 39
closure, and television, 93-95
clothing, 43
Coca-Cola, advertising, 120
Colville, Alex, 119
computers, 43, 73, 83, 103, 124
Congreve, William, 102
cool media, 50-52, 53, 62, 117
Culture Is Our Business (McLuhan), 101-2
definition, high vs. low, 50-53
drugs (as tetrad), 132
Educom Review, 8
electric light, 47
electronic media, vs. mechanical media, 57-58, 73, 82-83, 84, 103. See also television
Elliot, George P., 4
Explorations magazine, 26
extension (law of media), 123, 124, 128-32
extensions of our body, media as, 43, 55-56, 59-61
feedforward (Richards), 22
Fiore, Quentin, 85
fire, 81
Fischl, Eric, 119
five senses, 52, 60. See also sense ratios
Flint, Alan, WOUND (art), 36
football, 39
French symbolist poets, 22, 79-80, 82
From Cliché to Archetype (McLuhan, with Wilfred Watson), 8, 107-13
Gingrich, Newt, 10
global village, 6, 58, 73, 90, 103-6
Gossage, Howard, 101
Greek mythology, 70
Gutenberg, Johannes, 29
The Gutenberg Galaxy: The Making of Typographic Man (McLuhan), 8, 12, 28-32,53
high-rise apartment (as tetrad), 132
Hitler, Adolf, 39
housing, 43
Idea Consultants Company, 26-27
information transmitted by media, 51, 73
Innis, Harold, 22
internal combustion engine, 41
Jiggs, 116
Journal of Irreproducible Results, 40
Joyce, James, 15, 22, 80, 102, 112, 113
Keaton, Diane, 36
Keynes, John Maynard, 41
Kroker, Arthur, 118
language:
and Pentecostal experience, 81-83
Laws of Media: The New Science (McLuhan, with Eric McLuhan), 8, 122-32
Lear, King, 38
Leavis, F. R., 22
lectures, 52
Lewis, Wyndham, 22
Li’l Abner, 117
linear, vs. multidimensional perception, 11-14, 31-32, 53-54, 102, 107
literary criticism, Richards’ approach to, 18
Little Orphan Annie, 114
Lord Greystoke, 115
low definition medium, 50-51, 53
MAD magazine, 38
Marx, Karl, 41
Masson, André, 119
McLuhan, Eric, 122
McLuhan, Marshall:
Canadian Governor-General Award (1962), 28
critics and public opinion of, 133
death, 134
play about, 16
teaching positions, 15-16, 23-24
McLuhan Hot and Cool (ed. Stearn), 24, 34, 105
The Meaning of Meaning (Richards, with C. K. Ogden), 19
The Mechanical Bride (McLuhan), 8, 12, 23, 25, 94, 101, 115, 120
mechanical media, vs. electronic media, 57-58, 73, 82-83, 84, 103
controlling via understanding, 48, 55, 63-66
as extensions of body/mind, 43, 55-56, 59-61
mechanical vs. electronic, 57-58, 73, 82-83, 84, 103
power of, 42, 44, 45, 47-48, 55-56, 64
media-mates, 45. See also media, interplay of
“The Medium” (play), 16
The Medium is the Massage: An Inventory of Effects (McLuhan, with Quentin Fiore), 85-87
message, and medium, 44-45, 55
Montagu, Ashley, 102
mosaic writing and reading, 11-14, 53-54, 102, 107
movies, 52
Narcissus, myth of, 55, 118, 119, 121
Nashe, Thomas, 24
Nelis, Tom, 16
Newtonian view of the universe, 32
New York Theater Workshop, 16
obsolescence (law of media), 123, 125, 128-32
Ogden, C. K., 19
optical scanners, 67
perspective (in art), 32
phonetic alphabet, vs. non-phonetic alphabet, 68-70
photographs, 52
Playboy magazine, 103
Poe, Edgar Allen, “Descent into the Maelstrom”, 63-64
Polanyi, Karl, 102
politics, and television, 88, 90-92
Pound, Ezra, 22
printed word, vs. spoken word, 30-32, 33, 48-49, 52, 65, 84
print media, vs. television, 87-88
Reader’s Digest, 37
Renaissance Italy, 38
retrieval (law of media), 123, 126, 128-32
reversal (law of media), 123, 127, 128-32
Roman Catholicism, 23
demystification of Latin mass in, 62
St. Louis University, 23
satellites, earth-orbiting, 39, 129
schizophrenia, 38
seminars, 52
sense ratios, 59-61, 66, 94-95
senses, engagement of, by media, 52, 60.
See also sense ratios
slang (as tetrad), 132
social consciousness, and television, 88, 90-92
sound barrier, 65
spoken word, vs. written word, 30-32, 33, 46, 48-49, 52, 65
Stearn, Gerald, 2
McLuhan Hot and Cool, 24, 34, 105
Steiner, George, 2
stirrup, 43
as tetrad, 132
strippers, 40
Superman, 115
Take Today: The Executive as Dropout (McLuhan, with Barrington Nevitt), 20
talk shows, 97
Tarzan, 115
technological explosion, 57
telephone, 52
televangelists, 81
television, 15, 42, 52, 53, 66, 77, 87-98, 103
personality types suited for, 96-97
as teaching tool, 98
theater, decline of, 65
Through the Vanishing Point: Space in Poetry and Painting (McLuhan, with Harley Parker), 8
translation (Richards), 21
twentieth century, 37
Understanding Media: The Extensions of Man (McLuhan), 5, 8, 9, 19, 21, 32, 34-35, 53, 55, 58, 78, 84, 94, 98
University of Manitoba, 17
University of Toronto, 24
Center for Culture and Technology, 15-16
University of Windsor, 24
University of Wisconsin, 23
videophones, 40
Village Voice, 104
violence, 40
weapons, 39
wheel, invention of, 76
metaphorical example, 56
Whitehead, Alfred North, 102
wine (as tetrad), 131