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Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behavior.

Marshall McLuhan

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Marshall McLuhan
Age: 69 †
Born: 1911
Born: July 21
Died: 1980
Died: December 31
Literary Critic
Philosopher
Sociologist
University Teacher
Writer
Edmonton
Alberta
Herbert Marshall McLuhan
Marshall MacLuhan
Marshall Mac Luhan
Influence
Everybody
Understanding
Rather
Experience
Influences
Understands
Experiences
Behavior

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The task confronting contemporary man is to live with the hidden ground of his activities as familiarly as our literate predecessors lived with the figure minus ground.
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The young today cannot follow narrative but they are alert to drama. They cannot bear description but they love landscape and action.
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The alphabet was one thing when applied to clay or stone, and quite another when set down on light papyrus.
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People don't actually read newspapers - they get into them every morning like a hot bath.
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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.
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The method of our time is to use not a single but multiple models for exploration.
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It is possible to deal with the entire environment as a work of art.
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Our electrically-configured world has forced us to move from the habit of data classification to the mode of pattern recognition. We can no longer build serially, block-by-block, step-by-step, because instant communication insures that all factors of the environment and of experience co-exist in a state of active interplay.
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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.
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I do not say whether it is a good or bad thing. To do so would be meaningless and arrogant.
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Gutenberg made everybody a reader. Xerox makes everybody a publisher.
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The global village is a place of very arduous interfaces and very abrasive situations.
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Artists in various fields are always the first to discover how to enable one medium or to release the power of another.
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Fish did not discover water.
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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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Attention spans get very weak at the speed of light, and that goes along with a very weak identity.
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The school system is the homogenizing hopper into which we toss our integral tots for processing.
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Radio affects most intimately, person-to-person, offering a world of unspoken communication between writer-speaker and the listener.
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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.
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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.
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