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Formal cause, as logos, incorporates the patterns of side-effects as part of essential nature: tetrads restore poesis and the making process to the study of artefacts.
Marshall McLuhan -
When Coleridge said that all men are born either Platonists or Aristotelians, he was saying that all men tend to be either acoustic or visual in their sensory bias.
Marshall McLuhan
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The new science of communication is percept, not concept. (p. 259)
Marshall McLuhan -
History as she is harped. Rite words in rote order. (pp. 108-109)
Marshall McLuhan -
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.
Marshall McLuhan -
A typewriter is a means of transcribing thought, not expressing it.
Marshall McLuhan -
Rabelais offers a vision of the future of print culture as a consumer's paradise of applied knowledge. (p. 167)
Marshall McLuhan -
Diaper backward spells repaid. Think about it.
Marshall McLuhan
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While Poe and the Symbolists were exploring the irrational in literature, Freud had begun to explore the resonant figure/ground double-plot of the conscious and unconscious.
Marshall McLuhan -
We begin again to structure the primordial feelings...from which 3000 years of literacy divorced us. We begin again to live a myth. (p. 17)
Marshall McLuhan -
Only puny secrets need protection. Big secrets are protected by public incredulity. You can actually dissipate a situation by giving it maximal coverage. As to alarming people, that's done by rumours, not by coverage. (p. 92)
Marshall McLuhan -
World War III is a guerrilla information war with no division between military and civilian participation. (p.66)
Marshall McLuhan -
Effects are perceived, whereas causes are conceived. Effects always preceed causes in the actual developmental order. (p. 303)
Marshall McLuhan -
A point of view can be a dangerous luxury when substituted for insight and understanding.
Marshall McLuhan
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The user is the content of any situation, whether its driving a car, or wearing clothes or watching a show. The user is content.
Marshall McLuhan -
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.
Marshall McLuhan -
Typographic man can express but is helpless to read the configurations of print technology. (p. 245)
Marshall McLuhan -
We now live in a technologically prepared environment that blankets the earth itself. The humanly contrived environment of electric information and power has begun to take precedence over the old environment of 'nature.' Nature, as it were, begins to be the content of our technology.
Marshall McLuhan -
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.
Marshall McLuhan -
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.
Marshall McLuhan
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The 'tragic flaw' is not a detail of characterization, a mere 'fly in the ointment', but a structural feature of ordinary consciousness. (p.45)
Marshall McLuhan -
The coverage is the war. If there were no coverage, there'd be no war. Yes, the newsmen and the mediamen around the world are actually the fighters, not the soldiers anymore.
Marshall McLuhan -
Metaphor has traditionally been regarded as the matrix and pattern of the figures of speech.
Marshall McLuhan -
The electric light is pure information. It is a medium without a message. (p. 8)
Marshall McLuhan