Marshall McLuhan, W. Terrence Gordon - Understanding Media_ the Extensions of Man_ Critical Edition-Gingko Press

Putting a writing system into an oral society doesn’t actually do it, doesn’t change them. It requires something more, because the thing that’s important about writing and how it changes the thinking of the civilization is the literate aspects of it, the structure and the thought, in various ways. Anyway, so this is all stuff that’s water

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Postman uses this concept to argue, among other points, that the impact of the printing press is deeper than we realize. The standard narrative about this invention is that mass-produced pamphlets and books allowed information to spread faster and farther, speeding up the evolution of knowledge that culminated in the Age of Reason. Postman replies

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In a technocracy, tools play a central role in the thought-world of the culture. Everything must give way, in some degree, to their development. The social and symbolic worlds become increasingly subject to the requirements of that development. Tools are not integrated into the culture; they attack the culture. They bid to become the culture. As a

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