By Marshall McLuhan
While Marshall McLuhan first coined the words "global village" and "the medium is the message" in 1964, no-one can have expected latest information-dependent planet. No-one, that's, with the exception of a handful of technological know-how fiction writers and Marshall McLuhan. realizing Media was once written 20 years sooner than the computer revolution and thirty years prior to the increase of the net. but McLuhan's insights into our engagement with a number of media resulted in a whole rethinking of our whole society. He believed that the message of digital media foretold the tip of humanity because it used to be recognized. In 1964, this gave the look of the paranoid babblings of a madman. In our twenty-first century electronic international, the madman appears fairly sane. knowing Media: an important publication ever written on conversation. forget about its message at your peril.
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Extra info for Understanding Media (Routledge Classics)
Sample text
The extreme bodybuilder’s physique can be read as adopting what is deemed ideal in contemporary culture and caricaturing it to a cartoonish if not even grotesque extreme. The extreme bodybuilder is making an ironic comment on physical attributes now deemed ideal in contemporary culture. If broad, muscular shoulders are deemed attractive, then the bodybuilder asks how attractive it is when he blows up the deltoids and traps to such an extent that he appears to have no neck. If pumped biceps are sexy then how attractive is it when the arms becomes so big that they don’t even seem to sit comfortably by the side of the body?
While images of muscular men engaging in homosexual activities had previously been the stuff of fantasy drawings, such as those produced by Tom of Finland, now these could be watched on the home videotape. Of the gay pornography studios, Falcon Studies became synonymous with the bodybuilder/beefcake look and often featured hard-up, amateur bodybuilders having sex with other bodybuilders. Of course, these bodybuilders had more in common with the type of physique predating Arnold than with the mass monster or “freak” of the 1980s competition world.
Firstly, it conflated bodybuilding with homosexuality. After the publicity of this magazine, many people read bodybuilding as a covert gay activity. Men who engaged in the activity were gay and, if they were not gay to begin with, the activity would probably “turn” them gay. Secondly, it clouded the concept of bodybuilding for many people. Given that so many of the Physique Pictorial models had so little muscular development or, most importantly, such imbalanced muscularity, it conveyed an inaccurate impression of what the activity aimed to do – the holistic development of all the voluntary muscles to attain the classical ideal.