 ....MarshallMcLuhan
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Marshall McLuhan
(1911-1980) Marshall McLuhan, once referred
to as the "Oracle of the Electronic Age",
is perhaps best known for his phrase turned into book
title, The Medium is the Massage [FYI: 'Massage'
is not misspelled.]. As director of the Center
for Culture and Technology at the University of Toronto, McLuhan
rose to fame as a "guru" of media culture. According to Rogers (1994)
although McLuhan served on the faculty at Toronto with Harold Innis,
and acknowledged Innis's contribution to his theory, the two had
little direct contact (p. 488). According to Christians (1989),
McLuhan replaced "Innis' more somber historical and sociological
themes" with a psychological and doxological approach (p. 238).
McLuhan's contribution to the field of communication study was widely
acclaimed by popular standards while simultaneously being dismissed
by those in academic circles
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