Loss Aversion

Phase 1 – Observe and appropriate. The spiral structure of Marshall McLuhans thinking [Marshall McLuhan] ’s thinking providing a new way of viewing Marshall McLuhan’s view on the spiral structure. The way he reversed figure and ground, reversed content and medium, reversed cause and effect, and the relationship he established between the content of a new medium and the older media it obsolesced. They all contain a spiral structure going back and forth in time.