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The User Of The Electric Light - Or A Hammer, Or A Language, Or A Book - Is The Content. As Such, There Is A Total Metamorphosis Of The User By The Interface. It Is The Metamorphosis That I Consider The Message.

-Marshall McLuhan

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The User Of The

Marshall McLuhan

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The User Of The Electric Light - Or A Hammer, Or A Language, Or A Book - Is The Content. As Such, There Is A Total Metamorphosis Of The User By The Interface. It Is The Metamorphosis That I Consider The Message.

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

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.

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.

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

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

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

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.

Our Technology Forces Us To Live Mythically

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.

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.

The Real News Is Bad News.

The Tv Camera Has No Shutter. It Does Not Deal With Aspects Or Facets Of Objects In High Resolution. It Is A Means Of Direct Pick-up By The Electrical Groping Over Surfaces.

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

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

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

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

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

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

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

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

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

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.

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.

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

I Don't Necessarily Agree With Everything I Say.

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

The Future Of Work Consists Of Learning A Living.

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.

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

All Words, In Every Language, Are Metaphors.

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.

On Spaceship Earth There Are No Passengers; Everybody Is A Member Of The Crew. We Have Moved Into An Age In Which Everybody's Activities Affect Everybody Else.

You See, Dad, Professor Mcluhan Says That The Environment That Man Creates Becomes His Medium For Defining His Role In It. The Invention Of Type Created Linear, Or Sequential Thought, Separating Thought From Action. Now, With Tv And Folk Singing, Thought And Action Are Closer And Social Involvement Is Greater. We Again Live In A Village. Get It?

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

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

Current Illusion Is That Science Has Abolished All Natural Laws.

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.

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.

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

At Electric Speed, All Forms Are Pushed To The Limits Of Their Potential.

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

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.

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

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 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.

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.

Advertising Is An Environmental Striptease For A World Of Abundance.

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

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

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.

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.

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

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.

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

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.

In Television, Images Are Projected At You. You Are The Screen. The Images Wrap Around You. You Are The Vanishing Point.

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

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

The Suddenness Of The Leap From Hardware To Software Cannot But Produce A Period Of Anarchy And Collapse, Especially In The Developed Countries.

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.

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

The Most Human Thing About Us Is Our Technology.

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.

Mass Man Is A Phenomenon Of Electric Speed, Not Of Physical Quantity.

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

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

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 Media Have Substituted Themselves For The Older World.

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.

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.

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.

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.

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

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

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

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?

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

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.

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.

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.

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

Any Breakdown Is A Breakthrough.

Interface, Of The Resonant Interval As 'where The Action Is', Whether Chemical, Psychic Or Social, Involves Touch.

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

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

There Is No Individualism In Eastern Or Oral Cultures.

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

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.

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.

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

The Medium, Or Process, Of Our Time - Electric Technology Is Reshaping And Restructuring Patterns Of Social Interdependence And Every Aspect Of Our Personal Life. It Is Forcing Us To Reconsider And Re-evaluate Practically Every Thought, Every Action.

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

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.

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.

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.

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

The Car Has Become An Article Of Dress Without Which We Feel Uncertain, Unclad, And Incomplete In The Urban Compound.

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 Answers Are Always Inside The Problem, Not Outside.

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.

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

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

Money Is A Poor Man's Credit Card.

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 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.

All Media Work Us Over Completely.

Cultural Change

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.

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

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.

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

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

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

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.

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.

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.

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?

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

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

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

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.

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.

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

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.

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

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

The Criminal, Like The Artist, Is A Social Explorer.

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

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

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.

All Advertising Advertises Advertising.

We Go Forward Looking In The Rearview Mirror.

Rearview Mirror

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

I Do Not Explain, I Explore.

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.

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.

Fish Did Not Discover Water.

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

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

We Are All Robots When Uncritically Involved With Our Technologies.

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

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

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

As A Rule, I Always Look For What Others Ignore.

It Is Always The Psychic And Social Grounds, Brought Into Play By Each Medium Or Technology, That Readjust The Balance Of The Hemispheres And Of Human Sensibilities Into Equilibrium With Those Grounds.

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

Even Mud Gives The Illusion Of Depth.

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 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.

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

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 News Automatically Becomes The Real World For The Tv User And Is Not A Substitute For Reality, But Is Itself An Immediate Reality.

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.

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

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

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

First We Shape Our Tools, Thereafter They Shape Us

Publication Is A Self-invasion Of Privacy.

Human Perception Is Literally Incarnation.

First We Build The Tools, Then They Build Us.

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.

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

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.

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

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.

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

Characteristics

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.

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.

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

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

If It Works, It's Obsolete.

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

Our Permanent Address Is Tommorrow.

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

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

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

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.

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

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

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

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.

In Large Measure, Writing Is The Spatialization Of Thought.

"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.

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.

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.

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

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.

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

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

The Copy Of An Ad Is Merely A Punning Gag To Distract The Critical Faculties While The Image Of The Product Goes To Work On The Hypnotized Viewer. Those Who Have Spent Their Lives Protesting About 'false And Misleading Ad Copy' Are Godsends To Advertisers, As Teetotalers Are To Brewers, And Moral Censors Are To Books And Films. The Protesters Are The Best Acclaimers And Accelerators. Since The Advent Of Pictures, The Job Of The Ad Copy Is As Incidental And Latent As The 'meaning' Of A Poem Is To A Poem, Or The Words Of A Song Are To A Song.

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

Division Of Labor

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

Advertising Business

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

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