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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.

-Marshall McLuhan

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The Medium Is The

Marshall McLuhan

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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.

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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.

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

If Men Were Able To Be Convinced That Art Is A Precise Advance Knowledge Of How To Cope With The Psychic And Social Consequences Of The Next Technology, Would They All Become Artist? Or Would They Begin A Careful Translation Of New Art Forms Into Social Navigation Charts? I Am Curious To Know What Would Happem 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.

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

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

Ours Is A Brand-new World Of Allatonceness [all-at-once-ness]. 'time' Has Ceased, 'space' Has Vanished. We Now Live In A Global Village ... A Simultaneous Happening. ... The New Electronic Interdependence Recreates The World In The Image Of A Global Village.

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?

If It Works, It's Obsolete.

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

Human Experience

The Wheel Is An Extension Of The Foot, The Book Is An Extension Of The Eye, Clothing An Extension Of The Skin, Electric Circuitry An Extension Of The Central Nervous System.

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

I Am A Christian According To My Conscience In Belief,in Purpose And Wish;mnot Of Course By The Orthodox Standard. But I Am Content, And Have A Feeling Of Trust And Safety. The Machiavellian Mind And The Merchant Mind Are At One In Their Simple Faith In The Power Of Segmental Division To Rule All--in The Dichotomy Of Power And Morals And Of Money And Morals.

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.

Television Brought The Brutality Of War Into The Comfort Of The Living Room. Vietnam Was Lost In The Living Rooms Of America - Not On The Battlefields Of Vietnam.

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

To Say That "the Camera Cannot Lie" Is Merely To Underline The Multiple Deceits That Are Now Practised In Its Name.

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

Language Is A Form Of Organized Stutter.

The Mother Tongue Is Propaganda.

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.

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.

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.

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

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.

Technology Is That Which Separates Us From Our Environment.

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

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

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.

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 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 Story Begins Only When The Book Closes.

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

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

Even Mud Gives The Illusion Of Depth.

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.

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

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.

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

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

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

Once Introduced Discontinuity, Once Challenge Any Of The Properties Of Visual Space, And As They Flow From Each Other, The Whole Conceptual Framework Collapses.

"work" Does Not Exist In A Nonliterate World. The Primitive Hunter Or Fisherman Did No Work, Any More Than Does The Poet, Painter, Or Thinker Of Today. Where The Whole Man Is Involved There Is No Work.

Electricity Does Not Centralize, But Decentralizes.

A Successful Book Cannot Afford To Be More Than Ten Percent New.

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

Education Is Civil Defence Against Media Fallout.

When Information Overload Occurs, Pattern Recognition Is How To Determine Truth.

Our Technology Forces Us To Live Mythically, But We Continue To Think Fragmentarily, And On Single, Separate Planes.

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

[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.

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

Advertising Business

New Media May At First Appear As Mere Codes Of Transmission For Older Achievement And Established Patterns Of Thought. But Nobody Could Make The Mistake Of Supposing That Phonetic Writing Merely Made It Possible For The Greeks To Set Down In Visual Order What They Had Though And Known Before Writing. In The Same Way Printing Made Literature Possible. It Did Not Merely Encode Literature.

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

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

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

Radio Affects Most Intimately, Person-to-person, Offering A World Of Unspoken Communication Between Writer-speaker And The Listener.

We Go Forward Looking In The Rearview Mirror.

Rearview Mirror

As The Unity Of The Modern World Becomes Increasingly A Technological Rather Than A Social Affair, The Techniques Of The Arts Provide The Most Valuable Means Of Insight Into The Real Direction Of Our Own Collective Purposes.

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

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.

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

Obsolescence Never Meant The End Of Anything, It's Just The Beginning.

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

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.

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

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.

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

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

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

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.

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.

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.

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.

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

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.

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

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

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.

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

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

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

Gutenberg Made Everybody A Reader. Xerox Makes Everybody A Publisher.

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.

Jokes Are Grievances.

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

The Future Masters Of Technology Will Have To Be Light-hearted And Intelligent. The Machine Easily Masters The Grim And The Dumb.

Invention Is The Mother Of Necessities.

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

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

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.

Innumerable Confusions And A Feeling Of Despair Invariably Emerge In Periods Of Great Technological And Cultural Transition.

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

All Words, In Every Language, Are Metaphors.

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.

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

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.

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.

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

Huck Finn. Loss Of Identity Drives People To Nostalgia. Electronic Man Has No Physical Body, So He [jimmy Carter] Puts Nostalgia In Its Place.

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

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.

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.

Schizophrenia May Be A Necessary Consequence Of Literacy.

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

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

Mass Transportation Is Doomed To Failure In North America Because A Person's Car Is The Only Place Where He Can Be Alone And Think.

One Main Condition Of Aristocratic Life Was Present In The South And Not In The North--personal Responsibility To Other Human Beings For Education And Material Welfare. (a Carnegie Or A Ford, Like A Bureaucracy, Molds The Lives Of Millions Without Taking Any Responsibility.)

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.

A Commercial Society Whose Members Are Essentially Ascetic And Indifferent In Social Ritual Has To Be Provided With Blueprints And Specifications For Evoking The Right Tone For Every Occasion.

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

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.

Publication Is A Self-invasion Of Privacy.

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

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

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.

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.

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.

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 Mark Of Our Time Is Its Revulsion Against Imposed Patterns.

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.

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 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.

The Meaning Of Experience Is Typically One Generation Behind The Experience. The Content Of New Situations, Both Private And Corporate, Is Typically The Preceding Situation.

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.

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.

Most Of Our Assumptions Have Outlived Their Uselessness.

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

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

People Who Write Obscurely Are Either Unskilled In Writing Or Up To Mischief.

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

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

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 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.

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

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

The Cave Art Of Madison Avenue Has Been By Far The Most Innovative And Educative Art Form Of The Twentieth Century.

In Large Measure, Writing Is The Spatialization Of Thought.

Human Perception Is Literally Incarnation.

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

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

Violence, Whether Spiritual Or Physical, Is A Quest For Identity And The Meaningful. The Less Identity, The More Violence.

Affluence Creates Poverty.

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.

The Most Human Thing About Us Is Our Technology.

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

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 Ignorance Of How To Use Knowledge Stockpiles Exponentially.

All Media Work Us Over Completely. They Are So Pervasive In Their Personal, Political, Economic, Aesthetic, Psychological, Moral, Ethical, And Social Consequences That They Leave No Part Of Us Untouched, Unaffected, Unaltered. The Medium Is The Message. Any Understanding Of Social And Cultural Change Is Impossible Without A Knowledge Of The Way Media Work As Environments. All Media Are Extensions Of Some Human Faculty - Psychic Or Physical.

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.

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

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?

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

Clear Prose Indicates The Absence Of Thought.

The Price Of Eternal Vigilance Is Indifference.

The Movie Stars And Matinee Idols Are Put Into The Public Domain By Photography. They Become Dreams That Money Can Buy. They Can Be Bought And Thumbed More Easily Than Public Prostitutes.

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

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

The Medium Is The Message.

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.

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

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.

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.

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

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 Media Have Substituted Themselves For The Older World.

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 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.

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

There Is Absolutely No Inevitability, So Long As There Is A Willingness To Contemplate What Is Happening.

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

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

Environments Are Not Just Containers, But Are Processes That Change The Content Totally.

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

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

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

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

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

The Huge Advantage Of Canada Is Its Backwardness.

A Light Bulb Creates An Environment By Its Mere Presence.

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

Pornography And Obscenity...work By Specialism And Fragmentation. They Deal With A Figure Without A Ground - Situations In Which The Human Factor Is Suppressed In Favor Of Sensations And Kicks.

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.

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.

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.

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

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

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.

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.

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

The Percept Takes Priority Of The Concept.

Any Breakdown Is A Breakthrough.

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.

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.

Only The Vanquished Remember History.

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.

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.

Typography Tended To Alter Language From A Means Of Perception And Exploration To A Portable Commodity.

In Tetrad Form, The Artifact Is Seen To Be Not Neutral Or Passive, Bur An Active Logos Or Utterance Of The Human Mind Or Body That Transforms The User And His Ground.

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.

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