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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.

-Marshall McLuhan

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Erwin Schrodinger Has Explained

Marshall McLuhan

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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.

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

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

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

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

Primitivism Has Become The Vulgar Cliché Of Much Modern Art And Speculation.

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.

The Tv Generation Is Postliterate And Retribalized. It Seeks By Violence To Scrub The Old Private Image And To Merge In A New Tribal Identity, Like Any Corporate Executive.

Canadians Are The People Who Learned To Live Without The Bold Accents Of The Natural Ego-trippers Of Other Lands.

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.

North Americans Have A Peculiar Bias. They Go Outside To Be Alone And They Go Home To Be Social.

Only The Vanquished Remember History.

The Present Is Always Invisible Because Its Environmental. No Environment Is Perceptible, Simply Because It Saturates The Whole Field Of Attention.

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.

Metaphor Has Traditionally Been Regarded As The Matrix And Pattern Of The Figures Of Speech.

Typography Is Not Only A Technology But Is In Itself A Natural Resource Or Staple, Like Cotton Or Timber Or Radio; And, Like Any Staple, It Shapes Not Only Private Sense Ratios But Also Patterns Of Communal Interdependence.

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

When People Become Too Intense, Too Serious, They Will Have Trouble In Relating To Any Sort Of Social Game Or Norm. Perhaps This Is Why Jokes Are So Important. On One Hand They Tell Us About Where The Problems And Grievances Are, And, At The Same Time, They Provide The Means Of Enduring These Grievances By Laughing At The Problems.

We Drive Into The Future Using Only Our Rearview Mirror.

The Only Way To Recover The Old World Is To Induce The Media Into Vomiting It Back Up.

There Are No Passengers On Spaceship Earth. We Are All Crew.

Societies Have Always Been Shaped More By The Nature Of The Media By Which Men Communicate Than By The Content Of The Communication.

The Literate Man Is A Sucker For Propaganda...you Cannot Propagandize A Native. You Can Sell Him Rum And Trinkets, But You Cannot Sell Him Ideas.

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.

Physiologically, Man In The Normal Use Of Technology (or His Variously Extended Body) Is Perpetually Modified By It And In Turn Finds Ever New Ways Of Modifying His Technology. Man Becomes, As It Were, The Sex Organs Of The Machine World, As The Bee Of The Plant World, Enabling It To Fecundate And To Evolve Ever New Forms. The Machine World Reciprocates Man's Love By Expediting His Wishes And Desires, Namely, In Providing Him With Wealth.

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

We Look At The Present Through A Rear View Mirror. We March Backwards Into The Future.

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

Characteristics

Computers Can Do Better Than Ever What Needn't Be Done At All. Making Sense Is Still A Human Monopoly.

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

The Village Had Institutionalized All Human Functions In Forms Of Low Intensity.... Participation Was High And Organization Was Low. This Is The Formula For Stability.

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

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

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

All Forms Of Violence Are Quests For Identity. When You Live On The Frontier, You Have No Identity. You're A Nobody.

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

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.

The Mother Tongue Is Propaganda.

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

Human Experience

The Artist Is The Man In Any Field, Scientific Or Humanistic, Who Grasps The Implications Of His Actions And Of New Knowledge In His Own Time. He Is The Man Of Integral Awareness.

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.

The Content Or Message Of Any Particular Medium Has About As Much Importance As The Stenciling On The Casing Of An Atomic Bomb.

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.

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.

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 Ordinary Person Senses The Greatness Of The Odds Against Him Even Without Thought Or Analysis, And He Adapts His Attitudes Unconsciously. A Huge Passivity Has Settled On Industrial Society. For People Carried About In Mechanical Vehicles, Earning Their Living By Waiting On Machines, Listening Much Of The Waking Day To Canned Music, Watching Packaged Movie Entertainment And Capsulated News, For Such People It Would Require An Exceptional Degree Of Awareness And An Especial Heroism Of Effort To Be Anything But Supine Consumers Of Processed Goods.

All Media Exist To Invest Our Lives With Artificial Perceptions And Arbitrary Values.

The Computer Is The Most Extraordinary Of Man's Technological Clothing; It's An Extension Of Our Central Nervous System. Beside It, The Wheel Is A Mere Hula-hoop.

The More The Data Banks Record About Each One Of Us, The Less We Exist.

I'm Not Sure Who Discovered Water, But I'm Pretty Sure It Wasn't A Fish.

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

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

Faced With Information Overload, We Have No Alternative But Pattern-recognition.

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

Innovation For Holders Of Conventional Wisdom Is Not Novelty But Annihilation.

Sentimentality, Like Pornography, Is Fragmented Emotion; A Natural Consequence Of A High Visual Gradient In Any Culture.

Publication Is A Self-invasion Of Privacy.

We Have Be-come Irrevocably Involved With, And Responsible For, Each Other.

All Discoveries In Art And Science Result From An Accumulation Of Errors.

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

When Producers Want To Know What The Public Wants, They Graph It As Curves. When They Want To Tell The Public What To Get, They Say It In Curves.

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.

The Medium Is The Message. This Is Merely To Say That The Personal And Social Consequences Of Any Medium - That Is, Of Any Extension Of Ourselves - Result From The New Scale That Is Introduced Into Our Affairs By Each Extension Of Ourselves, Or By Any New Technology.

The Space Of Early Greek Cosmology Was Structured By Logos - Resonant Utterance Or Word.

Most Of Our Assumptions Have Outlived Their Uselessness.

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

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.

Our Age Of Anxiety Is, In Great Part, The Result Of Trying To Do Today's Job With Yesterday's Tools And Yesterday's Concepts.

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

Electronic Man Has No Physical Body.

I May Be Wrong, But I'm Never In Doubt.

Artists In Various Fields Are Always The First To Discover How To Enable One Medium Or To Release The Power Of Another.

World War Iii Is A Guerrilla Information War With No Division Between Military And Civilian Participation.

Once We Have Surrendered Our Senses And Nervous Systems To The Private Manipulation Of Those Who Would Try To Benefit From Taking A Lease On Our Eyes And Ears And Nerves, We Don't Really Have Any Rights Left. Leasing Our Eyes And Ears And Nerves To Commercial Interests Is Like Handing Over The Common Speech To A Private Corporation, Or Like Giving The Earth's Atmosphere To A Company As A Monopoly.

As Information Becomes Our Environment, It Becomes Mandatory To Program The Environment Itself As A Work Of Art.

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

You Can Be A French Canadian Or An English Canadian, But Not A Canadian. We Know How To Live Without An Identity, And This Is One Of Our Marvellous Resources.

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

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.

Any Breakdown Is A Breakthrough.

The Future Of Work Consists Of Learning A Living.

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

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.

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

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

Positively, The Effect Of Speeding Up Temporal Sequence Is To Abolish Time, Much As The Telegraph And Cable Abolished Space. Of Course, The Photograph Does Both.

Invention Is The Mother Of Necessities.

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

There Are Many People For Whom 'thinking' Necessarily Means Identifying With Existing Trends.

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

The Most Human Thing About Us Is Our Technology.

Art Is Anything You Can Get Away With.

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.

The Printing Press Was At First Mistaken For An Engine Of Immortality By Everybody Except Shakespeare.

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

The Huge Advantage Of Canada Is Its Backwardness.

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.

Some Of My Fellow Academics Are Very Hostile, But I Sympathize With Them. They've Been Asleep For 500 Years And They Don't Like Anybody Who Comes Along And Stirs Them Up.

The Medium Is The Message" Because It Is The Medium That Shapes And Controls The Search And Form Of Human Associations And Action.

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

When New Technologies Impose Themselves On Societies Long Habituated To Older Technologies, Anxieties Of All Kinds Result.

Life. Consider The Alternative.

There Is No Individualism In Eastern Or Oral Cultures.

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

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

If It Works, It's Obsolete.

In Jesus Christ, There Is No Distance Or Separation Between The Medium And The Message: It Is The One Case Where We Can Say That The Medium And The Message Are Fully One And The Same.

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

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.

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

We Impose The Form Of The Old On The Content Of The New.

Art At Its Most Significant Is A Distant Early Warning System That Can Always Be Relied On To Tell The Old Culture What Is Beginning To Happen To It.

Human Perception Is Literally Incarnation.

The Medium Is The Message.

Everybody At The Speed Of Light Tends To Become A Nobody.

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

It Is Perhaps Typical Of Very Creative Minds That They Hit Very Large Nails Not Quite On The Head.

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.

While Poe And The Symbolists Were Exploring The Irrational In Literature, Freud Had Begun To Explore The Resonant Figure/ground Double-plot Of The Conscious And Unconscious.

When Two Seemingly Disparate Elements Are Imaginatively Poised Put In Apposition In New And Unique Ways, Startling Discoveries Often Result.

Obsolescence Is The Moment Of Superabundance.

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

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.

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

I Don't Necessarily Agree With Everything I Say.

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.

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.

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

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

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

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.

The Subliminal Depths Of Radio Are Charged With The Resonating Echoes Of Tribal Horns And Antique Drums. This Is Inherent In The Very Nature Of This Medium, With Its Power To Turn The Psyche And Society Into A Single Echo Chamber.

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.

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.

Those Conspiracies That Are Too Incredible To Be Believed, Are By The Same Right, Those Which Most Often Succeed.

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

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.

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.

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

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

The Media Have Substituted Themselves For The Older World.

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 So Much More Powerful Than He Could Ever Be.

Education, Which Should Be Helping Youth To Understand And Adapt To Their Revolutionary New Environments, Is Instead Being Used Merely As An Instrument Of Cultural Aggression.

We Are All Robots When Uncritically Involved With Our Technologies.

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.

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.

Clear Prose Indicates The Absence Of Thought.

If People Were Able To Be Convinced That Art Is Precise Advance Knowledge Of How To Cope With The Psychic And Social Consequences Of The Next Technology, Would They All Become Artists?

All Advertising Advertises Advertising.

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.

Once You See The Boundaries Of Your Environment, They Are No Longer The Boundaries Of Your Environment.

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.'

The New Is Always Made Up Of The Old, Or Rather, What People See In The New Is Always The Old Thing. The Rear-view Mirror. The Future Of The Future Is The Present, And This Is Something That People Are Terrified Of.

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

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

If A Work Of Art Is To Explore New Environments, It Is Not To Be Regarded As A Blueprint But Rather As A Form Of Action-painting.

It Is Critical Vision Alone Which Can Mitigate The Unimpeded Operation Of The Automatic.

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 Groundrules Of Society. The Amateur Can Afford To Lose. The Professional Tends To Classify And Specialise, To Accept Uncritically The Groundrules Of The Environment. The Groundrules Provided By The Mass Response Of His Colleagues Serve As A Pervasive Environment Of Which He Is Contentedly Unaware. The 'expert' Is The Man Who Stays Put.

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

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

What Is Very Little Understood About The Electronic Age Is That It Angelizes Man, Disembodies Him. Turns Him Into Software.

The Logos Of Creation, 'and God Said ...' Formed The Basis Of Christian Interpretation Of The 'book Of Nature.

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.

Television Is Teaching All The Time. Does More Educating Than The Schools And All The Institutions Of Higher Learning.

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

There Is No More Great Men; There Is Only Great Committees.

[cameras] Tend To Turn People Into Things And The Photograph Extends And Multiplies The Human Image To The Proportions Of Mass-produced Merchandise And, [in The Age Of Photography] The World Itself Becomes A Sort Of Museum Of Objects That Have Been Encountered Before In Some Other Museum And To Say That The Camera Cannot Lie Is Merely To Underline The Multiple Deceits That Are Now Practiced In Its Name.

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

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.

Good Taste Is The First Refuge Of The Non Creative. It Is The Last Ditch Stand Of The Artist.

Persons Grouped Around A Fire Or Candle For Warmth Or Light Are Less Able To Pursue Independent Thoughts, Or Even Tasks, Than People Supplied With Electric Light. In The Same Way, The Social And Educational Patterns Latent In Automation Are Those Of Self-employment And Artistic Autonomy.

First We Shape Our Tools, Thereafter They Shape Us

All The New Media Are Art Forms Which Have The Power Of Imposing, Like Poetry, Their Own Assumptions.

Great Art Speaks A Language Which Every Intelligent Person Can Understand. The People Who Call Themselves Modernists Today Speak A Different Language.

In Large Measure, Writing Is The Spatialization Of Thought.

The Percept Takes Priority Of The Concept.

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.

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

I Do Not Explain, I Explore.

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 Circuited City Of The Future Will Not Be The Huge Hunk Of Concentrated Real Estate Created By The Railway. It Will Take On A Totally New Meaning Under Conditions Of Very Rapid Movement. It Will Be An Information Megalopolis.

In Big Industry New Ideas Are Invited To Rear Their Heads So They Can Be Clobbered At Once. The Idea Department Of A Big Firm Is A Sort Of Lab For Isolating Dangerous Viruses.

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

Only The Small Secrets Need To Be Protected. The Large Ones Are Kept Secret By Public Incredulity.

Diaper Backward Spells Repaid. Think About It.

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

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

It Is One Of The Peculiar Characteristics Of The Photograph That It Isolates Single Moments In Time.

All Words, In Every Language, Are Metaphors.

First We Build The Tools, Then They Build Us.

I've Always Been Careful Never To Predict Anything That Had Not Already Happened.

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

If We Understand The Revolutionary Transformations Caused By New Media, We Can Anticipate And Control Them; But If We Continue In Our Self-induced Subliminal Trance, We Will Be Their Slaves.

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

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

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

Any Expensive Ad Represents The Toil, Attention, Testing, Wit, Art, And Skill Of Many People. 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.

An Administrator In A Bureaucratic World Is A Man Who Can Feel Big By Merging His Non-entity In An Abstraction. A Real Person In Touch With Real Things Inspires Terror In Him.

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.

Appetite Is Essentially Insatiable, And Where It Operates As A Criterion Of Both Action And Enjoyment (that Is, Everywhere In The Western World Since The Sixteenth Century) It Will Infallibly Discover Congenial Agencies (mechanical And Political) Of Expression.

The Only People Who Have Proof Of Their Sanity Are Those Who Have Been Discharged From Mental Institutions

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