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The Mechanical Bride

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The Mechanical Bride: Folklore of Industrial Man (1951) is a study of popular culture by Marshall McLuhan, treating newspapers, comics, and advertisements as poetic texts.Like his later 1962 book The Gutenberg Galaxy, The Mechanical Bride is unique and composed of a number of short essays that can be read in any order – what he styled the "mosaic approach" to writing a book. Each essay begins with a newspaper or magazine article or an advertisement, followed by McLuhan's analysis thereof. The analyses bear on aesthetic considerations as well as on the implications behind the imagery and text. McLuhan chose the ads and articles included in his book not only to draw attention to their symbolism and their implications for the corporate entities that created and disseminated them, but also to mull over what such advertising implies about the wider society at which it is aimed.
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original title: The Mechanical Bride: Folklore of Industrial Man
date of publication: 1951
genre: essay
main subject: historiography

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