As technology advances, it reverses the characteristics of every situation again and again. American youth attributes much more importance to arriving at driver's license age than at voting age. A point of view can be a dangerous luxury when substituted for insight and understanding. Advertising is the greatest art form of the 20th century. Good taste is the first refuge of the non-creative. The human family becomes one tribe again.”, “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 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 long as we adopt the Narcissus attitude of regarding the extension of our own bodies as really *out there* and really independent of us, we will meet all technological challenges with the same sort of banana skin pirouette and collapse.”, “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.”, Understanding Media: The Extensions of Man, Understanding Media: The Extensions Of Man. All Quotes The name of a man is a numbing blow from which he never recovers. Anyone who tries to make a distinction between education and entertainment doesn't know the first thing about either. “Language does for intelligence what the wheel does for the feet and the body. Vietnam was lost in the living rooms of America - not on the battlefields of Vietnam. The more the data banks record about each one of us, the less we exist. It is the framework which changes with each new technology and not just the picture within the frame. I wouldn't have seen it if I hadn't believed it. The modern Little Red Riding Hood, reared on singing commercials, has no objection to being eaten by the wolf. The medium is the message. Everybody experiences far more than he understands. I don't necessarily agree with everything I say. There's always more than you can cope with. “With the arrival of electric technology, man has extended, or set outside himself, a live model of the … It enables them to move from thing to thing with greater ease and speed and ever less involvement.”, “With the arrival of electric technology, man has extended, or set outside himself, a live model of the central nervous system itself. Advertising is an environmental striptease for a world of abundance. A real person in touch with real things inspires terror in him. Money is just the poor man's credit card. The new electronic independence re-creates the world in the image of a global village. 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. Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition. 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. Antipathy, dissimilarity of views, hate, contempt, can accompany true love. Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication. One of the effects of living with electric information is that we live habitually in a state of information overload. The printing press was at first mistaken for an engine of immortality by everybody except Shakespeare. Ideally, advertising aims at the goal of a programmed harmony among all human impulses and aspirations and endeavors. Politics will eventually be replaced by imagery. We are all crew. Work begins with the division of labor. Obsolescence never meant the end of anything, it's just the beginning. Marshall McLuhan. When producers want to know what the public wants, they graph it as curves. Using handicraft methods, it stretches out toward the ultimate electronic goal of a collective consciousness. We shape our tools and afterwards our tools shape us. We drive into the future using only our rearview mirror. When they want to tell the public what to get, they say it in curves. Error rating book. Quotes By Marshall McLuhan. Politics Happy Will More. The politician will be only too happy to abdicate in favor of his image, because the image will be much more powerful than he could ever be. Where the whole man is involved there is no work. All media exist to invest our lives with artificial perceptions and arbitrary values. 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. More even than the preparation for war, the aftermath of invasion is a rich technological period; because the subject culture has to adjust all its sense ratios to accommodate the impact of the invading culture.”, “Delegated authority is lineal, visual, hierarchical. To the degree that this is so, it is a development that suggests a desperate 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. It is the last-ditch stand of the artist. Electric writing and speed pour upon him, instantaneously and continuously, the concerns of all other men. He becomes tribal once more. A demand that you yield your private consciousness to public manipulation. Ads are the cave art of the twentieth century. Pero una vez que hemos entregado nuestros sentidos y nuestros sistemas nerviosos a las manipulaciones de quienes tratan de sacar provecho aniquilando nuestros ojos, oídos, nervios y cerebro, el resultado será que ya no tendremos derechos.”, “The alphabet (and its extension into typography) made possible the spread of the power that is knowledge, and shattered the bonds of tribal man, thus exploding him into an agglomeration of individuals. 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. Subrational beings have no means of achieving such a ratio or proportion in their sense lives but are wired for fixed wave lengths, as it were, having infallibility in their own area of experience. Most of our assumptions have outlived their uselessness. The age of automation is going to be the age of 'do it yourself.'. In this electronic age we see ourselves being translated more and more into the form of information, moving toward the technological extension of consciousness. 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. 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. Madison Avenue is a very powerful aggression against private consciousness. The mark of our time is its revulsion against imposed patterns. Diaper backward spells repaid. 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. … Darkness is to space what silence is to sound, i.e., the interval. The people who call themselves modernists today speak a different language. Canada is the only country in the world that knows how to live without an identity. An administrator in a bureaucratic world is a man who can feel big by merging his non-entity in an abstraction. 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. The authority of knowledge is nonlineal, nonvisual, and inclusive.”, “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.”, “Jack Paar mentioned that he once had said to a young friend, “Why do you kids use ‘cool’ to mean ‘hot’?” The friend replied, “Because you folks used up the word ‘hot’ before we came along.”, “Arquímedes dijo una vez: <> Hoy en día, habría señalado nuestros medios de comunicación electrónicos y habría dicho: <>. Consciousness, complex and subtle, can be impaired or ended by a mere stepping-up or dimming-down of any one sense intensity, which is the procedure in hypnosis. And the intensification of one sense by a new medium can hypnotize an entire community.”, “The price of eternal vigilance is indifference.”, “In accepting an honorary degree from the University of Notre Dame a few years ago, General David Sarnoff made this statement: “We are too prone to make technological instruments the scapegoats for the sins of those who wield them. Think about it. Great art speaks a language which every intelligent person can understand. Just a moment while we sign you in to your Goodreads account. Marshall McLuhan. All media exist to invest our lives with artificial perceptions and arbitrary values. The products of modern science are not in themselves good or bad; it is the way they are used that determines their value.”, “War and the fear of war have always been considered the main incentives to technological extension of our bodies. We shape our tools and then our tools shape us. Darkness is to space what silence is to sound, i.e., the interval. 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