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ERIC Number: ED099921
Record Type: Non-Journal
Publication Date: 1974-Nov
Pages: 9
Abstractor: N/A
Reference Count: N/A
On Taking Marshall McLuhan Seriously.
Gronbeck, Bruce E.
This paper explores briefly the perspectives of McLuhan as seer, as culturologist, as communication theorist, and as rhetorical theorist. As a social prophet or seer, McLuhan was a major force during the 1960's; he helped us discover social and psychic targets in time to prepare to cope with them. By realizing and interpreting the effects of mass communication networks on social and sensory organization and thought, McLuhan also correctly fits into the role of culturologist. And even though many of his theories of mass communication are not capable of social-scientific testing, at least some of them are. Therefore, he can be seen as a communication theorist. Finally, one can view McLuhan as a rhetorical theorist. He begins from an ontological perspective, reconstitutes the communication process from that point of view, and then returns to the world of things/events/persons, offering advice on message-generating and message-critiquing processes. (TS)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A