PWR 1HR Lecture Notes - Lecture 3: Corn Flakes, Understanding Media

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From understanding media: the extensions of man by marshall mcluhan (1964) Thus, with automation, for example, the new patterns of human association tend to eliminate jobs, it is true. Positively, automation creates roles for people, which is to say depth of involvement in their work and human association that our preceding mechanical technology had destroyed. Many people would be disposed to say that it was not the machine, but what one did with the machine, that was its meaning or message. In terms of the ways in which the machine altered our relations to one another and to ourselves, it mattered not in the least whether it turned out cornflakes or cadillacs. The restructuring of human work and association was shaped by the technique of fragmentation that is the essence of machine technology. The essence of automation technology is the opposite.

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