HSE Publishing House

Despite the fact that the name of Marshall McLuhan is mentioned in every textbook on media, not much has been written in Russian about his ideas in detail. The purpose of this book is to present McLuhan’s legacy to the Russian-speaking reader in more detail; trace the connection of his ideas with the field of media studies and the possibility of their use today. 
The book consists of three parts. Part I introduces the reader to McLuhan’s main works on media, what media and the media environment are in his understanding, and also describes media patterns, clichés and archetypes in media, and, finally, the tetrad of media effects. Part II shows how these concepts can be used in research on the media environment, media practices and media content. Part III talks about media ecology and the problem of information overload. 
This book is aimed at students studying media within the  framework of social and humanitarian specialties, and will also be useful for practitioners — journalists, media managers, media market researchers, etc.