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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.

-Marshall McLuhan

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In A Cool Medium,

Marshall McLuhan

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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.

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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 New Media And Technologies By Which We Amplify And Extend Ourselves Constitute Huge Collective Surgery Carried Out On The Social Body With Complete Disregard For Antiseptics.

Ads Are Carefully Designed By The Madison Avenue Frog-men Of-the-mind For Semiconscious Exposure.

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

I Am Resolutely Opposed To All Innovation, All Change, But I Am Determined To Understand What’s Happening. Because I Don’t Choose Just To Sit And Let The Juggernaut Roll Over Me. Many People Seem To Think That If You Talk About Something Recent, You’re In Favor Of It. The Exact Opposite Is True In My Case. Anything I Talk About Is Almost Certainly Something I’m Resolutely Against. And It Seems To Me The Best Way To Oppose It Is To Understand It. And Then You Know Where To Turn Off The Buttons.

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

In Large Measure, Writing Is The Spatialization Of Thought.

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 Price Of Eternal Vigilance Is Indifference.

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

The Answers Are Always Inside The Problem, Not Outside.

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

Clear Prose Indicates The Absence Of Thought.

It Is Possible To Deal With The Entire Environment As A Work Of Art.

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.

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

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

Mysticism Is Just Tomorrow's Science Dreamed Today.

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

The Successor To Politics Will Be Propaganda. Propaganda, Not In The Sense Of A Message Or Ideology, But As The Impact Of The Whole Technology Of The Times.

The 'expert' Is The Man Who Stays Put.

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.

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.

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.

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

Current Illusion Is That Science Has Abolished All Natural Laws.

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

The Tribalizing Power Of The New Electronic Media, The Way In Which They Return To Us To The Unified Fields Of The Old Oral Cultures, To Tribal Cohesion And Pre-individualist Patterns Of Thought, Is Little Understood. Tribalism Is The Sense Of The Deep Bond Of Family, The Closed Society As The Norm Of Community.

Scribal Culture And Gothic Architecture Were Both Concerned With Light Through, Not Light On.

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.

I Am Not A "culture Critic" Because I Am Not In Any Way Interested In Classifying Cultural Forms. I Am A Metaphysician, Interested In The Life Of The Forms And Their Surprising Modalities. That Is Why I Have No Interest In The Academic World.

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Canada Is The Only Country In The World That Knows How To Live Without An Identity.

Everybody Tends To Merge His Identity With Other People At The Speed Of Light. It's Called Being Mass Man.

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

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... Their Power To See Environments As They Really Are.

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

The Most Human Thing About Us Is Our Technology.

I Don't Want Them To Believe Me, I Just Want Them To Think.

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

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

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

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

Nobody Can Commit Photography Alone.

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.

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Jokes Are Grievances.

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Money Is A Poor Man's Credit Card.

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Cultural Change

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

Advertising Business

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

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

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

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The Real News Is Bad News.

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

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

Characteristics

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

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

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

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

If It Works, It's Obsolete.

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.

The New Media Are Not Ways Of Relating To Us The 'real' World; They Are The Real World And They Reshape What Remains Of The Old World At Will.

Pornography And Violence Are By-products Of Societies In Which Private Identity Has Been ... Destroyed By Sudden Environmental Change.

Our Permanent Address Is Tommorrow.

Invention Is The Mother Of Necessities.

Life. Consider The Alternative.

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Fish Did Not Discover Water.

The Task Confronting Contemporary Man Is To Live With The Hidden Ground Of His Activities As Familiarly As Our Literate Predecessors Lived With The Figure Minus Ground.

The Products Of Modern Science Are Not In Themselves Good Or Bad; It Is The Way They Are Used That Determines Their Value.

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

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

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

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

Ads Represent The Main Channel Of Intellectual And Artistic Effort In The Modern World.

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.

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

Affluence Creates Poverty.

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

Language Does For Intelligence What The Wheel Does For The Feet And The Body. It Enables Them To Move From Thing To Thing With Greater Ease And Speed And Ever Less Involvement.

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We Drive Into The Future Using Only Our Rearview Mirror.

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

Advertising Is An Environmental Striptease For A World Of Abundance.

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.

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

Language Is A Form Of Organized Stutter.

A Light Bulb Creates An Environment By Its Mere Presence.

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

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

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.

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

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

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

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

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

Division Of Labor

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

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

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

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

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

Any Breakdown Is A Breakthrough.

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

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

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

Attention Spans Get Very Weak At The Speed Of Light, And That Goes Along With A Very Weak Identity.

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

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

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

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.'

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

New Media Are New Archetypes, At First Disguised As Degradations Of Older Media.

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 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.

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

The Business Of Art Is No Longer The Communication Of Thoughts Or Feelings Which Are To Be Conceptually Ordered, But A Direct Participation In An Experience. The Whole Tendency Of Modern Communication...is Towards Participation In A Process, Rather Than Apprehension Of Concepts.

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First We Shape Our Tools, Thereafter They Shape Us

I Do Not Explain, I Explore.

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

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

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

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The Alphabet Was One Thing When Applied To Clay Or Stone, And Quite Another When Set Down On Light Papyrus.

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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.

We Have To Find The Environments In Which It Will Be Possible To Live With Our New Inventions.

Diaper Backward Spells Repaid. Think About It.

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Art Is Anything You Can Get Away With.

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

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.

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.

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.

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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 Modern Nose, Like The Modern Eye, Has Developed A Sort Of Microscopic, Intercellular Intensity Which Makes Our Human Contactspainful And Revolting.

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

Human Perception Is Literally Incarnation.

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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.

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