
Understanding Media

Electromagnetic technology requires utter human docility and quiescence of meditation such as befits an organism that now wears its brain outside its skull and its nerves outside its hide. Man must serve his electric technology with the same servo-mechanistic fidelity with which he served his coracle, his canoe, his typography, and all other extens
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He who stands on tiptoe does not stand firm;
Marshall McLuhan • Understanding Media
While the arts as radar feedback provide a dynamic and changing corporate image, their purpose may be not to enable us to change but rather to maintain an even course toward permanent goals,
Marshall McLuhan • Understanding Media
in the true Narcissus style of one hypnotized by the amputation and extension of his own being in a new technical form.
Marshall McLuhan • Understanding Media
What do we know about the social and psychic energies that develop by electric fusion or implosion when literate individuals are suddenly gripped by an electromagnetic field, such as occurs in the new Common Market pressure in Europe? Make no mistake, the fusion of people who have known individualism and nationalism is not the same process as the f
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or structure there is what Kenneth Boulding calls a “break boundary at which the system suddenly changes into another or passes some point of no return in its dynamic processes.” Several such “break boundaries” will be discussed later, including the one from stasis to motion, and from the mechanical to the organic in the pictorial world. One effect
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is not an exaggeration to say that the future of modern society and the stability of its inner life depend in large part on the maintenance of an equilibrium between the strength of the techniques of communication and the capacity of the individual’s own reaction.
Marshall McLuhan • Understanding Media
Concern with effect rather than meaning is a basic change of our electric time, for effect involves the total situation, and not a single level of information movement.
Marshall McLuhan • Understanding Media
Man is a form of expression who is traditionally expected to repeat himself and to echo the praise of his Creator. “Prayer,” said George Herbert, “is reversed thunder.” Man has the power to reverberate the Divine thunder, by verbal translation.