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I mean a bunch of humanities academic disciplines spent much of the 20th century writing about this topic. Semiotics, structuralism, and post-structuralism all have useful tools and language here.
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Mostly wikipedia glosses and quotes. French theorist priorities don’t interest me. I’ve read McLuhan though and don’t think he fits in that tradition. One of the luxuries of not being in academia is that reinventing the wheel is fine and mastering the literature is optional.
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