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Resources available to all users:
- Text Comparison—theories covered in A First Look and ten other textbooks
- Theory Overview—abstract of each chapter
- Self-Help Quizzes—for student preparation
- Chapter Outlines
- Key Names—important names and terms in each chapter
- Conversation Videos—interviews with theorists
- Application Logs—student application of theories
- Essay Questions—for student prepatation
- Suggested Movie Clips—tie-in movie scenese to theories
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- Primary Sources—for each theory with full chapter coverage
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- Changes—for each theory, since the previous edition
- Theory Archive—PDF copies from the last edition in which a theory appeared
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CONVERSATION VIDEOS
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New to Theory Resources?
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short video overview (3:01).
Media Ecology
Marshall McLuhan
MASS COMMUNICATION: MEDIA AND CULTURE
Theory Overview 11th Edition
Communication media must be understood ecologically. Changes in communication technology alter the symbolic environment—the socially constructed, sensory world of meanings. We shaped our tools—the phonetic alphabet, printing press, and telegraph—and they shape our perceptions, experiences, attitudes, and behavior. Thus, the medium is the message. (Socio-cultural tradition)
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by Theory
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VIDEOS
Archived chapters (PDF)
from previous editions
are available in
Resources by Type.
See list
New to Theory
Resources?
Find out more in this short
video overview (3:01).
Media Ecology
Marshall McLuhan
MASS COMMUNICATION: MEDIA AND CULTURE
Theory Overview 11th Edition
Communication media must be understood ecologically. Changes in communication technology alter the symbolic environment—the socially constructed, sensory world of meanings. We shaped our tools—the phonetic alphabet, printing press, and telegraph—and they shape our perceptions, experiences, attitudes, and behavior. Thus, the medium is the message. (Socio-cultural tradition)
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