The medium

IN THE 1960s an eccentric English
professor at the University of
Toronto became an imernational
media star admired by Woody Allen
and the Beatles, parodied in New
Yorker cartoons and published in
Harpers, Vogue and TV Guide,

By Catherine Carstairs
Contributing Writer

Marshall McLuhan’s fame rested
on his reputation as an unconven-
tional thinker whose insights ranged
from the profound to the nonsensical.
Marshall McLuhan forced people to
rethink their view of the world.

McLuhan is best known for his
work in communications. He
believed that a medium of communi-
cation, whether it be print, radio, or

Break the Ice. Bullseye
Blues/Rounder Records 1994

Break The Ice is consummate
Memphis blues and soul from a
man who sings like Otis Redding
and plays guitar much like his
heroes, B.B. King and Albert King.
Layer in The Memphis Horns and
Billy Ross doing the nasty on B-3
organ and you've got some damn
good magic working for you.

This dise gives up definitive ver-
sions of Bobby Womack’s Lookin’
For A Love . Sam and Dave's soul-
supercharged J Gut Everything |
Need, and Muddy Waters’ churning
Forty Days and Forty Nights,

CORRECTION
NOTICE

In our B9-1 Housewares Fair flyer the
men’s wardrobe sale on page 38
should have stated “Sale ends Thurs., |
Oct. 13",

fin our B9-2B Beauty on Stage flyer on

the back cover the prices listed for

Jessica McClintock products are incor-

rect. The following are correct prices: }
f Eau du Parfum 100 mi - $75.00, 50 ml

- $45.00, Parfum 15 mt - $135.00,
I Purse Parfum Spray 7.5 ml - $45.00,

Body Lotion - $45.00, Bath Gel -

§ $22.50, Body Powder - $30.00, Body

I Cream - $55.00, Soap - $15.00.

lin our B9-2 Flyer on page 27
Destination Rollerboards will be late -
rainchecks will be issued at the store.

In our B9-4B Toy Book flyer the fotlow- }
ing items will be late on page 5 - 50
mini c/c light, 50 mini straight light sets,
135 mini straight line and Christmas fig-
urines, and an page 6 - 40 mini outdoor
light, set and globe mini fight -
rainchecks wilt be issued at ihe store

Sorry for any inconvenience this may
have caused.

television, affects the entire outlook
of people who use the medium. The
medium itself shapes our perception
and has an impact on us fir beyond
the content transmitted. In other
words, the medium is the message.

Technology and culture interact
in very complex ways according to
McLuhan. He demanded that we
look beyond the surface of new tech-
nologies. Take the invention of the
automobile, for example. Cars
altered the way we sce time and
space and restructured the physical
make-up of our communities.
Mediums of communication have
similar consequences.

McLuhan was particularly con-
cerned with the impact of television.
“The TV experience is an inner trip,
and is as addictive as any known

drug.” the predicted that the small
screen woeld have an enormous
effect, especially on youth,

Whereas the age of print forced
us to think in tinear patterns and to
look ahead to the future, television
demands total invelvernent. Children
brought up in the age of television
would have different needs from the
previous generation, Education
would have to accommodate the TV
Generation’s need for “all-inclusive
nowness”.

He foresaw that TV would bring
other cultural changes as well.
“Color TV will mean tore invelve-
ment,” he told reporters in 1966,
“With color TV the entire sensory
life will take on a whole new set of
dimensions. ... | predict a return of
hot sauces to American cuisine.”

s the message

Long before most others,
MeLuhan realized that electronic
methods of communication were
ushering im anew ape. da the L9G0s
he told 13M that they were not in the
business of business machines —-
they were in the business of informit-
tion,

Author and journalist Tom Wolfe
helped create the McLuhan phenom-
enon und remained a fan.

Shortly before Mcluhan's death
in 1980, Wolfe repeated his praise: “If
puy attention to every one of
Marshall's insights, no matter how
implausible they seem at the time.
because he has been proven right
over and over again. ... The insights,
the aphorisms, the sayings, have
forced people to re-interpret the
world that they live in.”

~ CORRECTION
NOTICE
In our BS-1A White Sale flyer, Matrix

Ouvet Cover set on page 6 should
| read $39.99 Twin Duvet Cover Set.

In our B9-1 Housewares Fair flyer,
Governor's Table Griddle on page 15
on page 30 will be late - rainchecks |
will be available at the store.

In our B9-2A Home Sale fiyer,
Signature 20-piece Dinnerware Sat in
Maytieid Pattern will be late -
fainchecks will be available at the
store. '

tn our B9-2 Shoe Spectacular flyer, Ali j
Men's Adidas Shoes on page 5 will
inot be available for this promotion.
Blouse #3 on page 12: Angeltreads §
1 Slippers on page 20 will be late -
rainchecks will be available at the
f Store. Blouse & Skirt #6 on page 135
are not available at Surrey.

| Sorry for any inconvenience this may :
have caused.

Onvus!

FREE MATCHING

STAND

The Dynasty Continues with two new Gaoo’s. Both complete}
with matching stand, starting from only *1799.™!

e QUALITY @ SELECTION © EXPERIENCE © SERVICE e