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- W312354703 abstract "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) U.S DEPARTMENT OF NEM TN, EDUCATION WELFARE NA flONAL INSTITUTE OF EDUCATION THIS DOCUMENT HAS BEEN REPRO DUCED EXACTLY AS RECEIVED FROM THE PERSON OR ORGANIZATION ORIGIN ATING IT POINTS OF VIEW OR OPINIONS STATED DO NOT NECESSARILY REPRE SENT OFFICIAL NATIONAL INSTITUTE OF EDUCATION POSITION OR POLICY ON TAKING MARSHALL MCLUHAN SERIOUSLY by Bruce E. Gronbeck University of Iowa for The Western Speech Communication Association Newport Beach, California November, 1974 `PERMISSION TO REPRODUCE THIS COPYRIGHTED MATERIAL HAS KEN GRANTED BY Bruca_E..__Drianbeck TO ERIC AND ORGANIZATIONS OPERATING UNDER AGREEMENTS WITH THE NATIONAL INSTITUTE OF EDUCATION FURTHER REPRODUCTION OuISIDE THE ERIC SYSTEM HE QUIRES PERMISSION OF THE COPYRIGHI OWNER Tonight, I want to address a single question in my few minutes at the beginning of this panel: How best can we take Marshall McLuhan seriously? Let me say at the onset of my remarks that of course he can be taken unseriously, as a kind of verbi-vocovisual punster, as a cathartic for academically constipated intellects. But, while McLuhan does provide artistic, satirical, and sexual fun, 1 he can nevertheless be taken quite seriously. Tonight, then, realizing that I may be violating the sensibilities of those who place him alongside Captain Marvel and Norm Crosby, I want to review the ways, intellectually acceptable ways, in which Marshall McLuhan can be evaluated. I shall explore briefly the perspectives of McLuhan as seer, as culturologLst, as communication theorist, and as rhetorical theorist." @default.
- W312354703 created "2016-06-24" @default.
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- W312354703 date "1974-11-01" @default.
- W312354703 modified "2023-09-27" @default.
- W312354703 title "On Taking Marshall McLuhan Seriously." @default.
- W312354703 hasPublicationYear "1974" @default.
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