When they want to tell the public what to get, they say it in curves. 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. Schizophrenia may be a necessary consequence of literacy. We become what we behold. Marshall McLuhan. As technology advances, it reverses the characteristics of every situation again and again. There's always more than you can cope with. Marshall McLuhan. “Language does for intelligence what the wheel does for the feet and the body. ”, “The artist is always engaged in writing a detailed history of the future because he is the only person aware of the nature of the present.”, “To see a man slip on a banana skin is to see a rationally structured system suddenly translated into a whirling machine.”, “Rationality or consciousness is itself a ratio or proportion among the sensuous components of experience, and is not something added to such sense experience. We drive into the future using only our rearview mirror. 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. Vietnam was lost in the living rooms of America - not on the battlefields of Vietnam. A point of view can be a dangerous luxury when substituted for insight and understanding. 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. We shape our tools and then our tools shape us. The age of automation is going to be the age of 'do it yourself.'. Quotes By Marshall McLuhan. Just a moment while we sign you in to your Goodreads account. Canada is the only country in the world that knows how to live without an identity. Advertising is the greatest art form of the 20th century. Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication. 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. 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. 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. In this electronic age we see ourselves being translated more and more into the form of information, moving toward the technological extension of consciousness. I wouldn't have seen it if I hadn't believed it. Using handicraft methods, it stretches out toward the ultimate electronic goal of a collective consciousness. An administrator in a bureaucratic world is a man who can feel big by merging his non-entity in an abstraction. Politics Happy Will More. Yet it is experience, rather than understanding, that influences behavior. 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. Madison Avenue is a very powerful aggression against private consciousness. One of the effects of living with electric information is that we live habitually in a state of information overload. Most of our assumptions have outlived their uselessness. The car has become the carapace, the protective and aggressive shell, of urban and suburban man. Politics will eventually be replaced by imagery. Advertising is an environmental striptease for a world of abundance. The name of a man is a numbing blow from which he never recovers. Indeed, Lewis Mumford, in his The City in History, considers the walled city itself an extension of our skins, as much as housing and clothing. 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. Refresh and try again. Good taste is the first refuge of the non-creative. 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. I think of art, at its most significant, as a DEW line, a Distant Early Warning system that can always be relied on to tell the old culture what is beginning to happen to it. There are no passengers on spaceship earth. 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. The new electronic independence re-creates the world in the image of a global village. It is the last-ditch stand of the artist. 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. If the nineteenth century was the age of the editorial chair, ours is the century of the psychiatrist's couch. Antipathy, dissimilarity of views, hate, contempt, can accompany true love. 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. Ideally, advertising aims at the goal of a programmed harmony among all human impulses and aspirations and endeavors. Welcome back. Diaper backward spells repaid. The mark of our time is its revulsion against imposed patterns. The people who call themselves modernists today speak a different language. All media exist to invest our lives with artificial perceptions and arbitrary values. We are all crew. 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: <>. American youth attributes much more importance to arriving at driver's license age than at voting age. 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