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TABLE OF CONTENTS

CHAPTER 1: PROLOGUE - PRE-HISTORY
1.1      Theory of Evolution
1.2      Co-evolution of Person and Media
1.3      The Big Story

CHAPTER 2: FIRST GENERATION - MEMORY AND SPEECH
2.1      From Animal to Human
2.2      From Child to Adult
2.3      The Search for Memory

CHAPTER 3: SHIFT 1 - ASSIMILATING THE SECOND GENERATION
3.1      What is a Structural Shift?
3.2      Toronto School - Harold Innis
3.3      Threats and Opportunities

CHAPTER 4: SECOND GENERATION - PRINT AND FILM
4.1      Perceptual vs Conceptual Map
4.2      A Short History of Film
4.3      A Short History of Print
4.4      From Print to Film

CHAPTER 5: SHIFT 2 - ASSIMILATING THE THIRD GENERATION
5.1      Which Shift is Most Important?
5.2      Toronto School - Marshall McLuhan
5.3      Threats and Opportunities

CHAPTER 6: THIRD GENERATION - TELEPHONE AND TELEVISION
6.1      Precursors - Telegraph and Radio
6.2      The Invention of Television
6.3      The Invention of Telephone
6.4      Telephone vs Television


CHAPTER 7: SHIFT 3 - ASSIMILATING THE FOURTH GENERATION
7.1      Is the Current Shift Clearer Now?
7.2      Toronto School - New McLuhans
7.3      Threats and Opportunities

CHAPTER 8:FOURTH GENERATION - MULTIMEDIA AND INTERNET
8.1      A Short History of the Computer
8.2      Media as Extensions
8.3      A To-Be-Continued Story

CHAPTER 9: SHIFT 4 - BACK TO FIRST GENERATION?
9.1      Technosphere
9.2      Sociosphere
9.3      Ecosphere

CHAPTER 10: EPILOGUE - PERSON-AS-CAUSE
10.1      Person in Center
10.2      From Privacy to Autonomy
10.3      From Overload to Complexity
10.4      Men and Women
10.5      Explaining and Understanding


ACKNOWLEDGEMENTS

GLOSSARY

LIST OF FIGURES

REFERENCES