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Barbie x Petro-Capitalism

Material Girls

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The Effects of Technology on Perception

McLuhan is talking about what at the time were called electric technologies, which we don't really talk about that anymore because electricity is so ubiquitous now. He was deeply suspicious of these technologies because rather than extending the body like a shovel extends my arm, electric technologies kind of like they kind of replace brain function. The effects of technology do not occur at the level of opinions or concepts, but alter sense ratios or patterns of perception steadily and without any resistance end quote.

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