The Medium is the Massage by Marshall McLuhan, Quentin Fiore

By Marshall McLuhan, Quentin Fiore

30 years after its e-book Marshall McLuhan's The Medium is the therapeutic massage continues to be his so much interesting, provocative, and piquant publication. With each technological and social "advance" McLuhan's proclamation that "the media paintings us over completely" turns into extra obvious and simple. In his phrases, 'so pervasive are they of their own, political, monetary, aesthetic, mental, ethical, moral and social effects that they go away no a part of us untouched, unaffected, or unaltered'.
McLuhan's striking remark that "societies have continuously been formed extra by way of the character of the media through which males speak than by means of the content material of the communication" is definitely extra suitable this present day than ever ahead of. With the increase of the net and the explosion of the electronic revolution there hasn't ever been a greater time to revisit Marshall McLuhan.

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The Medium is the Massage

30 years after its book Marshall McLuhan's The Medium is the therapeutic massage is still his so much unique, provocative, and piquant publication. With each technological and social "advance" McLuhan's proclamation that "the media paintings us over completely" turns into extra glaring and undeniable.

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What remains of the configuration of former "cities" will be very much like World's Fairs—places in which to show off new technology, not places of work or residence. They will be preserved, museumlike, as living monuments to the railway era. If we were to dispose of the city now, future societies would reconstruct them, like so-many Williamsburgs. The stars are so big, The Earth is so small, Stay as you are. the results are startling and effective. The perennial quest for involvement, fill-in, takes many forms.

The two forms are correlative. They belong together. The teach-in represents an attempt to shift education from instruction to discovery, from brainwashing students to brainwashing instructors. It is a big, dramatic reversal. Vietnam, as the content of the teach-in, is a very small and perhaps misleading Red Herring. It really has little to do with the teach-in, as such, anymore than with the dropout. The dropout represents a rejection of nineteenthcentury technology as manifested in our educational establishments.

We are back in acoustic space. We have begun again to structure the primordial feeling, the tribal emotions from which a few centuries of literacy divorced us. We have had to shift our stress of attention from action to reaction. We must now know in advance the consequences of any policy or action, since the results are experienced without delay. Because of electric speed, we can no longer wait and see. George Washington once remarked, "We haven't heard from Benj. Franklin in Paris this year. " At the high speeds of electric communication, purely visual means of apprehending the world are no longer possible; they are just too slow to be relevant or effective.

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