ALESSANDRO
ZIR
MOVING ENVIRONMENTS:
MCLUHAN AND THE TECHNOLOGIES OF METAPHOR
. Abstract
. Mcluhan's literary formation
. Beyond the traditional account of metaphor
. Moving environments
. Bibliography
Abstract
In this paper, I intend to use some ideas developed in certain well known contemporary theories that try to substitute the traditional view of metaphor as 'implicit simile', in order to enlighten another ideas developed by McLuhan in Understanding Media: The extensions of Man. After relating McLuhan to these theories, I'll briefly situate these theories historically and consider some points they try to establish. Finally, I'll explore some apparently enigmatic implications of the media as metaphors’ conception.
KEY WORDS: metaphor, media, McLuhan, Anthony Richards