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Any Loss Of Identity Prompts People To Seek Reassurance And Rediscovery Of Themselves By Testing, And Even By Violence. Today, The Electric Revolution, The Wired Planet, And The Information Environment Involve Everybody In Everybody To The Point Of Individual Extinction.

-Marshall McLuhan

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Any Loss Of Identity

Marshall McLuhan

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Any Loss Of Identity Prompts People To Seek Reassurance And Rediscovery Of Themselves By Testing, And Even By Violence. Today, The Electric Revolution, The Wired Planet, And The Information Environment Involve Everybody In Everybody To The Point Of Individual Extinction.

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Madison Avenue Is A Very Powerful Aggression Against Private Consciousness. A Demand That You Yield Your Private Consciousness To Public Manipulation.

Relativity Theory Forced The Abandonment, In Principle, Of Absolute Space And Absolute Time.

Politics Offers Yesterday's Answers To Today's Problems.

The Family Circle Has Widened. The Worldpool Of Information Fathered By The Electric Media--movies, Telstar, Flight--far Surpassesany Possible Influence Mom And Dad Can Now Bring To Bear. Character No Longer Is Shaped By Only Two Earnest, Fumbling Experts. Now All The World's A Sage.

The Artist Is The Person Who Invents The Means To Bridge Between Biological Inheritance And The Environments Created By Technological Innovation.

For Tribal Man, Space Was The Uncontrollable Mystery. For Technological Man It Is Time That Occupies The Same Role.

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The Potential Of Any Technology Is Always Dissipated By Its Users Involvement In Its Predecessors...computer Are Still Serving Mainly To Sustain Precomputer Effects.

America Is The Only Country Ever Founded On The Printed Word.

Language As The Technology Of Human Extension, Whose Powers Of Division And Separation We Know So Well, May Have Been The "tower Of Babel" By Which Men Sought To Scale The Highest Heavens. Today Computers Hold Out The Promise Of A Means Of Instant Tr

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The Electric Age ... Established A Global Network That Has Much The Character Of Our Central Nervous System.

The Reader Is The Content Of Any Poem Or Of The Language He Employs, And In Order To Use Any Of These Forms, He Must Put Them On.

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 Criminal, Like The Artist, Is A Social Explorer.

Transmitted At The Speed Of Light, All Events On This Planet Are Simultaneous. In The Electric Environment Of Information All Events Are Simultaneous, There Is No Time Or Space Separating Events.

Human Perception Is Literally Incarnation.

Since With Electricity We Extend Our Central Nervous System Globally, Instantly Interrelating Every Human Experience.

Human Experience

Einstein Pronounced The Doom Of Continuous Or 'rational' Space, And The Way Was Made Clear For Picasso And The Marx Brothers And Mad Magazine.

The New Electronic Independence Re-creates The World In The Image Of A Global Village.

As The Age Of Information Demands The Simultaneous Use Of All Our Faculties, We Discover That We Are Most At Leisure When We Are Most Intensely Involved.

Of The Many Unforeseen Consequences Of Typography, The Emergence Of Nationalism Is, Perhaps, The Most Familiar

The Story Begins Only When The Book Closes.

Education Is Civil Defence Against Media Fallout.

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.'

Most Clear Writing Is A Sign That There Is No Exploration Going On. Clear Prose Indicates The Absence Of Thought.

Today's Child Is Bewildered When He Enters The 19th Century Environment That Still Characterizes The Educational Establishment Where Information Is Scarce But Ordered And Structured By Fragmented, Classified Patterns Subjects, And Schedules.

The Past Went That-a-way. When Faced With A Totally New Situation, We Tend Always To Attach Ourselves To The Objects, To The Flavor Of The Most Recent Past. We Look At The Present Through A Rear View Mirror. We March Backwards Into The Future.

Everybody Experiences Far More Than He Understands. Yet It Is Experience, Rather Than Understanding, That Influences Behavior.

The Most Human Thing About Us Is Our Technology.

Today The Tyrant Rules Not By Club Or Fist, But Disguised As A Market Researcher, He Shepherds His Flocks In The Ways Of Utility And Comfort.

Darkness Is To Space What Silence Is To Sound, I.e., The Interval.

The Laws Of The Media, In Tetrad Form, Bring Logos And Formal Cause Up To Date To Reveal Analytically The Structure Of All Human Artefacts.

One Matter Englishmen Don't Think In The Least Funny Is Their Happy Consciousness Of Possessing A Deep Sense Of Humor.

Far More Thought And Care Go Into The Composition Of Any Prominent Ad In A Newspaper Or Magazine Than Go Into The Writing Of Their Features And Editorials.

The Content Or Time-clothing Of Any Medium Or Culture Is The Preceding Medium Or Culture.

Poetry And The Arts Can’t Exist In America. Mere Exposure To The Arts Does Nothing For A Mentality Which Is Incorrigibly Dialectical. The Vital Tensions And Nutritive Action Of Ideogram Remain Inaccessible To This State Of Mind.

I Am Curious To Know What Would Happen If Art Were Suddenly Seen For What It Is, Namely, Exact Information Of How To Rearrange One's Psyche In Order To Anticipate The Next Blow From Our Own Extended Faculties.

Information And Images Bump Against Each Other Every Day In Massive Quantities, And The Resonance Of This Interfacing Is Like The Babble Of A Village Or Tavern Gossip Session.

The Artist Is A Person Who Is Expert In The Training Of Perception.

We Go Forward Looking In The Rearview Mirror.

Rearview Mirror

Violence Is The Quest For Identity. When Identity Disappears With Technological Innovation, Violence Is The Natural Recourse.

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.

The Young Today Cannot Follow Narrative But They Are Alert To Drama. They Cannot Bear Description But They Love Landscape And Action.

Jokes Are Grievances.

Most People Are Alive In An Earlier Time, But You Must Be Alive In Our Own Time.

The Rythms Of Typing Favour Short, Concise Sentences, Sentences With Oral Form.

The Electric Light Is Pure Information. It Is A Medium Without A Message

What Goes On Inside The School Is An Interruption Of Education.

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.

Why Is It So Easy To Acquire The Solutions Of Past Problems And So Difficult To Solve Current Ones

The Bible Belt Is Oral Territory And Therefore Despised By The Literati.

If The Nineteenth Century Was The Age Of The Editorial Chair, Ours Is The Century Of The Psychiatrist's Couch.

The Future Of Work Consists Of Learning A Living.

When Information Rubs Against Information The Results Are Startling And Effective. The Perrenial Quest For Involvement, Fill-in, Takes Many Forms.

There Ain't No Grammatical Errors In A Non-literate Society.

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The Public Has Yet To See Tv As Tv. Broadcasters Have No Awareness Of Its Potential. The Movie People Are Just Beginning To Get A Grasp On Film.

We Are All Robots When Uncritically Involved With Our Technologies.

I Do Not Say Whether It Is A Good Or Bad Thing. To Do So Would Be Meaningless And Arrogant.

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Life. Consider The Alternative.

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When Things Come At You Very Fast, Naturally You Lose Touch With Yourself.

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Medieval And Ancient Sensibility Now Dominates Our Time As Acoustic And Multisensory Awareness Displaces The Merely Visual.

For The Satiated, Both Sex And Speed Are Pretty Boring Until The Element Of Danger And Even Death Is Introduced.

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Any Understanding Of Social And Cultural Change Is Impossible Without A Knowledge Of The Way Media Work As Environments.

Only The Vanquished Remember History.

Advertising Is The Greatest Art Form Of The 20th Century.

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It's Misleading To Suppose There's Any Basic Difference Between Education & Entertainment. This Distinction Merely Relieves People Of The Responsibility Of Looking Into The Matter.

Don't Ask Whether It Is Right Or Wrong. Instead Try To Find Out What Is Going On.

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The Artist Must Ever Play And Experiment With New Means Of Arranging Experience, Even Though The Majority Of His Audience May Prefer To Remain Fixed In Their Old Perceptual Attitudes.

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We Don't Know Who Discovered Water, But We Know It Wasn't The Fish.

The Global Village Is A Place Of Very Arduous Interfaces And Very Abrasive Situations.

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All Meaning Alters With Acceleration, Because All Patterns Of Personal And Political Interdependence Change With Any Acceleration Of Information.

Our Electrically-configured World Has Forced Us To Move From The Habit Of Data Classification To The Mode Of Pattern Recognition. We Can No Longer Build Serially, Block-by-block, Step-by-step, Because Instant Communication Insures That All Factors Of The Environment And Of Experience Co-exist In A State Of Active Interplay.

Schizophrenia May Be A Necessary Consequence Of Literacy.

All Words, In Every Language, Are Metaphors.

Like Primitive, We Now Live In A Global Village Of Our Own Making, A Simultaneous Happening. It Doesn't Necessarily Mean Harmony And Peace And Quiet But It Does Mean Huge Involvement In Everybody Else's Affairs.

There Is A Real, Living Unity In Our Time, As In Any Other, But It Lies Submerged Under A Superficial Hubbub Of Sensation.

Ideally, Advertising Aims At The Goal Of A Programmed Harmony Among All Human Impulses And Aspirations And Endeavors. Using Handicraft Methods, It Stretches Out Toward The Ultimate Electronic Goal Of A Collective Consciousness.

A Moral Point Of View Too Often Serves As A Substitute For Understanding In Technological Matters.

Except For Light, All Other Media Come In Pairs, With One Acting As The "content" Of The Other, Obscuring The Operation Of Both.

Fish Did Not Discover Water.

Moral Indignation Is A Technique Used To Endow The Idiot With Dignity.

Only Puny Secrets Need Protection. Big Discoveries Are Protected By Public Incredulity.

Explore The Situation. Statements Are Expendable. Don't Keep On Looking In The Rearview Mirror And Defending The Status Quo Which Is Outmoded The Moment It Happened.

Only A Fraction Of The History Of Literacy Has Been Typographic.

The Alphabet And Print Technology Fostered And Encouraged A Fragmenting Process, A Process Of Specialism And Detachment. Electric Technology Fosters And Encourages Unification And Involvement.

The Poet, The Artist, The Sleuth, Whoever Sharpens Our Perception Tends To Antisocial; Rarely 'well Adjusted,' He Cannot Go Along With Currents And Trends.

What We Call Art Would Seem To Be Specialist Artifacts For Enhancing Human Perception.

I Wouldn't Have Seen It If I Hadn't Believed It.

The Student Of Media Soon Comes To Expect The New Media Of Any Period Whatever To Be Classed As 'pseudo' By Those Who Acquired The Patterns Of Earlier Media, Whatever They May Happen To Be.

Typographic Man Can Express But Is Helpless To Read The Configurations Of Print Technology.

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.

Today, The Mass Audience (the Successor To The "public") Can Be Used As A Creative, Participating Force. It Is, Instead, Merely Given Packages Of Passive Entertainment. Politics Offers Yesterday's Answers To Today's Questions.

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For Those For Whom The Sex Act Has Come To Seem Mechanical And Merely The Meeting And Manipulation Of Body Parts, There Often Remains A Hunger Which Can Be Called Metaphysical But Which Is Not Recognized As Such, And Which Seeks Satisfaction In Physical Danger, Or Sometimes In Torture, Suicide, Or Murder.

If It Works, It's Obsolete.

In A Cool Medium, The Audience Is An Active Constituent Of The Viewing Or Listening Experience. A Girl Wearing Open-mesh Silk Stockings Or Glasses Is Inherently Cool And Sensual Because The Eye Acts As A Surrogate Hand In Filling In The Low-definition Image Thus Engendered. Which Is Why Boys Make Passes At Girls Who Wear Glasses.

The Victory Over Euclidean Space Was Not Achieved By Isolated Individuals, But By A Field Of Young Rebels Opposed To All Absolutes.

There Is An Enormous Redundancy In Every Well-written Book. With A Well-written Book I Only Read The Right-hand Page And Allow My Mind To Work On The Left-hand Page. With A Poorly Written Book I Read Every Word.

The Ignorance Of How To Use Knowledge Stockpiles Exponentially.

The Media Have Substituted Themselves For The Older World.

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.

A Typewriter Is A Means Of Transcribing Thought, Not Expressing It.

The World Of Visual Perspective Is One Of Unified And Homogeneous Space. Such A World Is Alien To The Resonating Diversity Of Spoken Words. So Language Was The Last Art To Accept The Visual Logic Of Gutenberg Technology, And The First To Rebound In The Electric Age.

Photography Turns People Into Things And Their Image Into A Mass Consumer Product.

The Mark Of Our Time Is Its Revulsion Against Imposed Patterns.

The Genteel Is A Mighty Catafalque Of Service-with-a-smile And Flattering Solicitude Smothering Every Spontaneous Movement Of Thought Or Feeling.

People Don't Actually Read Newspapers - They Get Into Them Every Morning Like A Hot Bath.

In Experimental Art, Men Are Given The Exact Specifications Of Coming Violence To Their Own Psyches From Their Own Counter-irritant Or Technology... But The Counter-irritant Usually Proves A Greater Plague Than The Initial Irritant, Like A Drug Habit.

Logos Is The Formal Cause Of The Kosmos And All Things, Responsible For Their Nature And Configuration.

Historians And Archaeologists Will One Day Discover That The Ads Of Our Time Are The Richest And Most Faithful Reflections That Any Society Ever Made Of Its Entire Range Of Activities.

Until Writing Was Invented, Man Lived In Acoustic Space: Boundless, Directionless, Horizonless, In The Dark Of The Mind, In The World Of Emotion.

Media Are Means Of Extending And Enlarging Our Organic Sense Lives Into Our Environment.

During The Second War, The U.s.o. Sent Special Issues Of The Principal American Magazines To The Armed Forces, With The Ads Omitted. The Men Insisted On Having The Ads Back Again. Naturally. The Ads Are By Far The Best Part Of Any Magazine Or Newspaper. More Pains And Thought, More Wit And Art Go Into The Making Of An Ad Than Into Any Prose Feature Of Press Or Magazine. Ads Are News. What Is Wrong With Them Is That They Are Always Good News.

To See A Man Slip On A Banana Skin Is To See A Rationally Structured System Suddenly Translated Into A Whirling Machine.

Phenomenology Is Dialectic In Ear-mode - A Massive And Decentralized Quest For Roots, For Ground.

The Scientist Rigorously Defends His Right To Be Ignorant Of Almost Everything Except His Specialty.

Invention Is The Mother Of Necessities.

The Fall Or Scrapping Of A Cultural World Puts Us All Into The Same Archetypal Cesspool, Engendering Nostalgia For Earlier Conditions.

The 'expert' Is The Man Who Stays Put.

Technology Is That Which Separates Us From Our Environment.

The Greatest Propaganda In The World Is Our Mother Tongue, That Is What We Learn As Children, And Which We Learn Unconsciously. That Shapes Our Perceptions For Life. That Is Propaganda At Its Most Extreme Form.

Every Innovation Scraps Its Immediate Predecessor And Retrieves Still Older Figures – It Causes Floods Of Antiques Or Nostalgic Art Forms And Stimulates The Search For Museum Pieces.

Clear Prose Indicates The Absence Of Thought.

People Hope That If They Scream Loudly Enough About "values" Then Others Will Mistake Them For Serious, Sensitive Souls Who Have Higher And Nobler Perceptions Than Ordinary People. Otherwise, Why Would They Be Screaming? Moral Bitterness Is A Basic Technique For Endowing The Idiot With Dignity.

The Price Of Eternal Vigilance Is Indifference.

We Become What We Behold. We Shape Our Tools And Then Our Tools Shape Us.

To Say That A Body Or Its Gravitational Field 'bends In Space' In Its Vicinity Is The Discuss Visual Space In Acoustic Terms.

All Media Work Us Over Completely.

Cultural Change

Character No Longer Is Shaped By Only Two Earnest, Fumbling Experts. Now All The World's A Sage.

Time’ Has Ceased, 'space' Has Vanished. We Now Live In A Global Village... A Simultaneous Happening

My Main Theme Is The Extension Of The Nervous System In The Electric Age, And Thus, The Complete Break With Five Thousand Years Of Mechanical Technology. This I State Over And Over Again. I Do Not Say Whether It Is A Good Or Bad Thing. To Do So Would Be Meaningless And Arrogant.

The New Media Are Not Bridges Between Man And Nature - They Are Nature...

The Car Has Become The Carapace, The Protective And Aggressive Shell, Of Urban And Suburban Man.

Language Is A Form Of Organized Stutter.

It Is The Weak And Confused Who Worship The Pseudosimplicities Of Brutal Directness.

In An Age Of Multiple And Massive Innovations, Obsolescence Becomes The Major Obsession.

Antipathy, Dissimilarity Of Views, Hate, Contempt, Can Accompany True Love.

Education In A Technological World Of Replaceable And Expendable Parts Is Neuter.

It Is The Framework Which Changes With Each New Technology And Not Just The Picture Within The Frame.

The Name Of A Man Is A Numbing Blow From Which He Never Recovers.

Affluence Creates Poverty.

It Has Always Been The Artist Who Realizes That The Future Is The Present And Uses His Work To Prepare The Grounds For It

All Media Are Extensions Of Some Human Faculty- Psychic Or Physical.

The Hallucinogenic World, In Environmental Terms, Can Be Considered As A Forlorn Effort Of Man To Match The Speed Of Power Of Hisextended Nervous System (which We Call The "electronic World") By Intensifying The Activity Of His Inner Nervous System.

Nowadays There Is No Conversation At All. Teachers Distrust Talk As Much As Business Men.

Tv Acting Is So Extremely Intimate, Because Of The Peculiar Involvement Of The Viewer With The Completion Or "closing" Of The Tv Image, That The Actor Must Achieve A Great Degree Of Spontaneous Casualness That Would Be Irrelevant In Movie And Lost On The Stage. For The Audience Participates In The Inner Life Of The Tv Actor As Fully As In The Outer Life Of The Movie Star. Technically, Tv Tends To Be A Close-up Medium. The Close-up That In The Movie Is Used For Shock Is, On Tv, A Quite Casual Thing.

Such Is The Content Of The Mental Life Of The Hemingway Hero And The Good Guy In General. Every Day He Gets Beaten Into A Servile Pulp By His Own Mechanical Reflexes, Which Are Constantly Busy Registering And Reacting To The Violent Stimuli Which His Big, Noisy, Kinesthetic Environment Has Provided For His Unreflective Reception.

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.

Whence Did The Wond'rous Mystic Art Arise, / Of Painting Speech, And Speaking To The Eyes? / That We By Tracing Magic Lines Are Taught, / How To Embody, And To Colour Thought?

The Percept Takes Priority Of The Concept.

Anyone Who Tries To Make A Distinction Between Education And Entertainment Doesn't Know The First Thing About Either.

The Visual Power Of The Phonetic Alphabet Is The Translate Other Languages Into Itself Is Part Of Its Power To Invade Right Hemisphere (oral) Cultures.

Electronic Man Has No Physical Body.

Today It Is Not The Classroom Nor The Classics Which Are The Repositories Of Models Of Eloquence, But The Ad Agencies.

Technologies Themselves, Regardless Of Content, Produce A Hemispheric Bias In The Users.

The Business Of The Advertiser Is To See That We Go About Our Business With Some Magic Spell Or Tune Or Slogan Throbbing Quietly In The Background Of Our Minds.

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 Do Not Explain, I Explore.

Today's Child Is Growing Up Absurd, Because He Lives In Two Worlds, And Neither Of Them Inclines Him To Grow Up. Growing Up--thatis Our New Work, And It Is Total. Mere Instruction Will Not Suffice.

The Method Of Our Time Is To Use Not A Single But Multiple Models For Exploration.

American Youth Attributes Much More Importance To Arriving At Driver's License Age Than At Voting Age.

Nothing Is Inevitable If We Are Willing To Contemplate What Is Happening.

Control Over Change Would Seem To Consist In Moving Not With It But Ahead Of It. Anticipation Gives The Power To Deflect And Control Force.

The Answers Are Always Inside The Problem, Not Outside.

Any Ad Consciously Attended To Is Comical. Ads Are Not Meant For Conscious Consumption. They Are Intended As Subliminal Pills For The Subconsious In Order To Exercise An Hypnotic Spell, Especially On Sociologists.

The Modern Little Red Riding Hood, Reared On Singing Commercials, Has No Objection To Being Eaten By The Wolf.

Advertising Business

The Photograph Reverses The Purpose Of Travel, Which Until Now Had Been To Encounter The Strange And Unfamiliar.

By Phonemic Trans-formation Into Visual Terms, The Alphabet Became A Universal, Abstract, Static Container Of Meaningless Sounds.

Our Technology Forces Us To Live Mythically

The Age Of Automation Is Going To Be The Age Of "do It Yourself".

Characteristics

...the Logic Of The Photograph Is Neither Verbal Nor Syntactical, A Condition Which Renders Literary Culture Quite Helpless To Cope With The Photograph.

Our Motor Car Is Our Supreme Form Of Privacy When We Are Away From Home.

The Winner Is One Who Knows When To Drop Out In Order To Get In Touch.

Where The Whole Man Is Involved There Is No Work. Work Begins With The Division Of Labor.

Division Of Labor

If The Work Of The City Is The Remaking Or Translating Of Man Into A More Suitable Form Than His Nomadic Ancestors Achieved, Then Might Not Our Current Translation Of Our Entire Lives Into The Spiritual Form Of Information Seem To Make Of The Entire.

The 'content' Of Any Medium Is Always Another Medium.

Cubism ('multi-locationalism') Is One Of The Painterly Forms Of Acoustic Space.

With The Arrival Of Electric Technology, Man 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 And 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.

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