ИСТИНА

The book demonstrates his abiding interest in the evident material aspects of mediation, from comic books to fashion, from technology to biology. His great predecessor, Harold Innis, a Canadian professor of political economy at the 0niversity of Toronto and the author of seminal works on media, communication theory, and Canadian economic history who was the 1-st to propose the centrality of mediation to every facet of our daily lives. Professor Marshall McLuhan took this task almost literally partly rejecting the specialist approach of academic study. He published his comments in mainstream magazines such as Look and Harpers Bazaar on topics ranging from sexuality and organizational behavior to the fashion industry and its pitfalls. In each case, he was bringing to these topics insights that remain startlingly up to date, forward-looking and inspiring The book offers a substantial overview of the alternative cognitive processes offered by a great mind as it worked out the implications of the effects of media not only on what we know but on how we are coming to understand our being, as well as the psychic and social consequences of thinking. He and Edmund Carpenter also produced an important journal called “Explorations throughout the 1950s". McLuhan and Carpenter have been characterized as the founding fathers of Toronto School of Communication Theory, together with his colleagues. During this time, McLuhan wrote a number of very interesting texts and supervised the doctoral thesis of modernist writer Sheila Watson on the subject of Wyndham Lewis. He remained at the 0niversity of Toronto through 1970, spending much of this time as the head of his Centre for Culture and Technology and an outstanding educator who told interested readers interesting stories about the wonders of a new Global Village and its enormous opportunities and evident limits.