Book dossier

The mechanical bride: folklore of industrial man

by Marshall McLuhan

"This brilliant and witty approach to the contemporary scene revolutionized the study of communication theory in our time. Marshall McLuhan's famous pronouncement that 'the medium is the message' is revealed, in this seminal work, by the 'media' themselves--the original advertisements; the contemporary heroes from Tarzan to Superman; the executive gimmicks of 'know how' and 'plain talk' that constitute the folklore of industrial man. Professor McLuhan's penetrating and probing approach has invaluable insights for all readers--general reader or educator, management man or creative writer--indeed, for every consumer or creator in every field. ... Long a famous 'underground' work, The mechanical bride is now obviously the book that pointed the way toward untangling the complicated web of today's communications."--Jacket.