McLuhan, Marshall (1911-1980)

The Canadian literary scholar and communications theorist, whose work focuses on changes elicited in society by mass media. McLuhan achieved fame with his book “Understanding Media: The Extensions of Man” (1964), in which he argues that modern electronic media will eventually turn human awareness and knowledge into an entity shared by all of society, just as electrotechnology has turned the human nervous system into a global network. McLuhan taught at various universities throughout Canada and the USA. He coined the term “the global village”, which refers to the way the entire global community can be brought together by means of electronic communication.

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