Media Research

Taylor & Francis

Moos contrasts McLuhan's thoughts with those of such thinkers as Ronald Barthes, Frederic Jameson, Friedrich Kittler, Donna Haraway and Deleuze and Guattari. > \nHerbert Marshall McLuhan (1911-1980) received his PhD in English literature from Cambridge University and taught in the United States and Canada. He is best known, however, as the founding father of media studies. McLuhan was Director of the Center for Culture and Technology at the University of Toronto. Among his ground-breaking works on the psychic and social dimensions of communication technology are The Gutenberg Galaxy (1962); Understanding Media: the Extensions of Man (1964); and The Medium Is the Massage: An Inventory of Effects (1967). \nMichel Moos' premise is that Marshall McLuhan's importance derives from his achievements in rethinking the entire process of education and training itself, not with his popular fame as media guru, and he analyzes McLuhan's work from the feedback effect his vision continues to provn