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Linguistic and cultural essays on transmediality
The book is still required reading at philological faculties today because it systematically connects language with literature and social context for the first time. It is written clearly, without ideological exclusivity, which was a rarity in 1990.
Douglas Coupland, whose cult book "Generation X" was a "McLuhanian" representation of culture in fictional form, has written a concise biography of the media theorist that interprets the life and work of the man he deals with from the inside.
In the book, Todorov examines the relationship between the production of discourse (rhetoric) and its interpretation (hermeneutics), focusing on verbal symbolism – the phenomenon of indirect meaning that builds on direct, literal meaning.