From Cliché to Archetype

Name: From Cliché to Archetype
Author: Marshall McLuhan

by Marshall McLuhan

Exploration of how cliches become archetypes through media and culture

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About the author

Marshall McLuhan

Canadian media theorist whose 'the medium is the message' is the most quoted phrase in communications theory. Understanding Media and The Gutenberg Galaxy proposed that electronic media were restructuring human consciousness. His work anticipated the internet age and his influence on media studies is immense.

More by Marshall McLuhan

Understanding MediaMedia theory arguing the medium shapes message and human consciousness
The Gutenberg GalaxyHistory of print technology and its transformation of cognition and culture
The Medium Is the MassageIllustrated essay on media, sensory perception, and bodily experience
War and Peace in the Global VillageDialogue on technology, global village, and global conflict in media age
The Mechanical BrideCritical analysis of advertising, media, and commodity culture symbolism