Abstract

RONCALLO-DOW, Sergio  and  URIBE-JONGBLOED, Enrique. THE MEDIUM IS THE MYTH: BETWEEN MCLUHAN AND BARTHES. Univ. philos. [online]. 2013, vol.30, n.61, pp.177-203. ISSN 0120-5323.

This article sets a dialogue between the concept of medium -as presented by Marshall McLuhan- and the concept of myth -as articulated by Roland Barthes- to evidence their similar anchoring, and thus bring closer the work of these two thinkers, whose different starting points notwithstanding, converge conceptually to better grasp the notion of macro-myth, and become aware of the bearing this construction has upon the renowned McLuhan statement: the medium is the message.

Keywords : McLuhan; Barthes; myth; medium; macro-myth.

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