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Spatial metaphor is central to the layout and development of McLuhan's thought on culture and technology. This paper adapts a framework drawn from cognitive linguistics to describe how McLuhan's concepts of visual and acoustic space serve as structural, orientational, and ontological metaphors. In its ontological role, spatial metaphor provides the metaphysics for McLuhan's tetrad, which he came to regard as an alternative model for studying culture and technology.Resume : La metaphore spatiale est centrale a la disposition et au developpement de la pensee de McLuhan sur la culture et la technologie. Cet article a adapte une approche tiree de la linguistique cognitive pour decrire comment des concepts de McLuhan sur l'espace visuel et acoustique servent de metaphores structurelles, orientationnelles et ontologiques. Dans son role ontologique, la metaphore spatiale fournit une metaphysique pour la tetrade de McLuhan, qu'il en est venu a considerer comme modele alternatif pour etudier la culture et la technologie.

Spatial Metaphor in the Work of Marshall McLuhan