Beschrijving

Despite McLuhan’s claim that he did not work from a theory, his body of work in fact constitutes a theory that Robert K. Logan calls his General Theory of Media (GToM), characterized by a number of reversals.

McLuhan in Reverse proposes two new and startling theses about Marshall McLuhan’s body of work. The first argues that despite McLuhan’s claim that he did not work from a theory, his body of work in fact constitutes a theory that Robert K. Logan calls his General Theory of Media (GToM). The second thesis is that McLuhan’s GToM is characterized by a number of reversals, including his reversals of figure and ground, cause and effect, percepts and concepts; and the medium and its content as described in his famous one-liner \