All media are extensions of some human faculty- psychic or physical █ the wheel is an extension of the foot the book is an extension of the eye clothing, an extension of the skin, electric circuitry, an extension of the central nervous system █ The medium, or process, of our time - electric █ technology is reshaping and restructuring patterns of social interdependence and every aspect of our personal life. █ It is forcing us to reconsider and re-evaluate practically every thought, every action, and every institution formerly taken for granted █ Everything is changing: you, your family, your education, your neighborhood, your job, █ your government, your relation to the others █ And they're changing dramatically █ The suddenness of the leap from hardware to software cannot but produce a period of anarchy and collapse, especially in the developed countries █ Until writing was invented, man lived in acoustic space: boundless, directionless, horizonless, in the dark █ of the mind, in the world of emotion █ You see, Dad, Professor McLuhan says that the environment that man creates becomes his medium for defining his role in it. The invention of type created linear, or sequential thought, separating thought from action. Now, with TV and folk singing, thought and action are closer and social involvement is greater. We again live in a village. Get it? █ The line, the continuum-this sentence is a great example - became the organizing principle of life. 'As we begin, so shall we go.' 'Rationality' and logic came to depend the presentation of █ connected and sequential facts or concepts █ By phonemic trans-formation into visual terms, the alphabet became a universal, abstract, static container of meaningless sounds █ In Tetrad form, the artifact is seen to be not neutral █ or passive, bur an active logos or utterance of the human mind or body that transforms the user and his ground. █ All words, in every language, are metaphors. █ At electric speed, all forms are pushed to the limits of their potential. █ The artist is the person who invents the means to bridge between biological inheritance and the environments created by technological innovation. █ The poet, the artist, the sleuth, whoever sharpens our perception tends to antisocial; rarely 'well adjusted,' he cannot go along with currents and trends █ Their power to see environments as they really are █ Professionalism is environmental. Amateurism is anti environmental █ Professionalism merges the individual into patterns of total environment. Amateurism seeks the development of the total awareness of the individual and the critical awareness of the ground rules of society. The amateur can afford to loose █ We have be-come irrevocably involved with, and responsible for, each other █ One of the effects of living with electric information is that we live habitually in a state of information overload. There's always more than you can cope with █ The new media are not bridges between man and nature; they are nature █ The news automatically becomes the real world for the TV user and is not a substitute for reality, but is itself an immediate reality █ Today we are beginning to notice that the new media are not just mechanical gimmicks for creating worlds of illusion, but new languages with new and unique powers of expression █ New media may at first appear as mere codes █ f transmission for older achievement and established patterns of thought. But nobody could make the mistake of supposing that phonetic writing merely made it possible for the Greeks to set down in visual order what they had though and known before writing. In the same way printing made literature possible. It did not merely encode literature █ Hm... Yes, a book, a performance through printed words cannot exist on static stone tablets █ It is the framework which changes with each new technology and not just the picture within the frame █ The spoken word was the first technology by which man was able to let go of his environment in order to grasp it in a new way █ Except for light, all other media come in pairs, with one acting as the content of the other, obscuring the operation of both. 1964 █ Gramophone and movies were merely the mechanization of speech and gesture. But the radio and TV were not just the electronification of speech and gesture but the electronification of the entire range of human personal expressiveness. With electronification the flow is taken out of the wire and into the vacuum tube circuit, which confers freedom and flexibility such as are in metaphor and in words themselves █ Environments are not just containers, but are processes that change the content totally █ Arists in various fields are always the first to discover how to enable one medium or █ to release the power of another. 1964 █ A new medium is never an addition to an old one, nor does it leave the old one in peace. It never ceases to oppress the older media until it finds new shapes and positions for them. 1964 █ The alphabet was one thing when applied to clay or stone, and quite another when set down on light papyrus █ Erwin Schrodinger has explained how he and his fellow physicists had agreed that they would report their new discoveries and experiments in quantum physics in the language of Newtonian physics. That is, they agreed to discuss and report the non-visual, electronic world in the language of the visual world of Newton █ As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of do it yourself █ In large measure, writing is the spatialization of thought █ In the Phaedrus, Plato argued that the new arrival of writing would revolutionize culture for the worst. He suggested that it would substitute reminiscence for thought and mechanical learning for the true dialect of the living quest for truth by discourse and conversation █ The photograoh reverses the purpose of travel, which until now had been to encounter the strange and unfamiliar █ The rythms of typing favour short, concise sentences, sentences with oral form █ Typewriter is a means of transcribing thought, not expressing it █ The movie, by sheer speeding up of the mechanical, carried us from the world of sequence and connections into the world of creative configurations and structure █ I don't necessarily agree with everything that I say █ Our Age of Anxiety is, in great part, the result of trying to do today’s jobs with yesterday’s tools! █ Every society honors its live conformists and its dead troublemakers █ We become what we behold. We shape our tools, and thereafter our tools shape us █ In the land of the blind, the one-eyed man is a hallucinating idiot...for he sees what no one else does: things that, to everyone else, are not there █ American youth attributes much more importance to arriving at driver's license age than at voting age █ A point of view can be a dangerous luxury when substituted for insight and understanding █ There are no passengers on spaceship earth. We are all crew █ The medium is the message █ One thing about which fish know exactly nothing is water, since they have no anti-environment which would enable them to perceive the element they live in █ Many a good argument is ruined by some fool who knows what he is talking about █ We don't know who discovered water, but we know it wasn't the fish █ Most of our assumptions have outlived their uselessness █ Our technology forces us to live █ We look at the present through a rear view mirror. We march backwards into the future █ First we build the tools, then they build us █ Art is anything you can get away with █ Once you see the boundaries of your environment, they are no longer the boundaries of your environment █ Politics will eventually be replaced by imagery █ The politician will be only too happy to abdicate in favor of his image, because the image will be much more powerful than he could ever be █ the only people who have proof of their sanity are those who have been discharged from mental institutions █ The car has become an article of dress without which we feel uncertain, unclad, and incomplete in the urban compound █ There is absolutely no inevitability as long as there is a willingness to contemplate what is happening █ All media are extensions of some human faculty- psychic or physical █ All words, in every language, are metaphors █ Our permanent address is tommorrow █ With the arrival of electric technology, man has extended, or set outside himself, a live model of the central nervous system itself. To the degree that this is so, it is a development that suggests a desperate suicidal autoamputation, as if the central nervous system could no longer depend on the physical organs to be protective buffers against the slings and arrows of outrageous mechanism █ All media work us over completely █ I am resolutely opposed to █ all innovation, all change, but I am determined to understand what’s happening. Because I don’t choose just to sit and let the juggernaut roll over me. Many people seem to think that if you talk about something recent, you’re in favor of it. The exact opposite is true in my case █ Anything I talk about is almost certainly something I’m resolutely against. And it seems to me the best way to oppose it is to understand it. And then you know where to turn off the buttons █ Ads are the cave art of the twentieth century █
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