Yet what do the editors and contributors of this book actually mean by McLuhan’s medium theory? Their ambition here is rather modest. 1)), this classic medium theory can still be a source of inspiration for feminist, critical, and intersectional authors and practitioners, whose first concern is not always medium theory, and proves open to remediations and new insights offered by questions of gender, sex, and race. To be more precise, the aim of this book is neither to simply criticize nor to critically update McLuhan, but to show that in spite of the well-known limitations of his thinking (it is not by chance that the opening sentence of this publication reads: “Feminism is not the first thing that springs to mind when considering Marshall McLuhan” (p. It is indeed the very idea of medium as extension, one of McLuhan’s most central convictions, that is critically challenged in this collection, which aims at reading McLuhan in light of a feminist and critical agenda. A gathering of papers presented at the Monday Night Seminar series of the McLuhan Institute (University of Toronto), this book is more than just an “extension” of McLuhan’s major publication, Understanding Media (1964), as the subtitle somewhat misleadingly suggests.
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