Homeric Greeks valued clichés because not only the poets but the entire oral noetic world or thought world relied upon the formulaic constitution of thought. In an oral culture, knowledge, once acquired, had to be constantly repeated or it would be lost: fixed, formulaic thought patterns were essential for wisdom and effective administration.

Deeply typographic folk forget to think of words as primarily oral, as events, and hence as necessarily powered: for them, words tend rather to be assimilated to things, ‘out there’ on a flat surface. Such ‘things’ are not so readily associated with magic, for they are not actions, but are in a radical sense dead, though subject to dynamic... See more

Oral folk assess intelligence not as extrapolated from contrived textbook quizzes but as situated in operational contexts.

In a primary oral culture, to solve effectively the problem of retaining and retrieving carefully articulated thought, you have to do your thinking in mnemonic patterns, shaped for ready oral recurrence. Your thought must come into being in heavily rhythmic, balanced patterns, in repetitions or antitheses, in alliterations and assonances, in... See more

Knowledge is hard to come by and precious, and society regards highly those wise old men and women who specialize in conserving it, who know and can tell the stories of the days of old. By storing knowledge outside the mind, writing and, even more, print downgrade the figures of the wise old man and the wise old woman, repeaters of the past, in... See more