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It is the framework which changes with each new technology and not just the picture within the frame.

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
Technology
Within
Framework
Frame
Picture
Changes
Media

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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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Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments.
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The global village is a place of very arduous interfaces and very abrasive situations.
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All media exist to invest our lives with artificial perceptions and arbitrary values.
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The alphabet and print technology fostered and encouraged a fragmenting process, a process of specialism and detachment. Electric technology fosters and encourages unification and involvement.
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The modern Little Red Riding Hood, reared on singing commercials, has no objection to being eaten by the wolf.
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We become what we behold. We shape our tools and then our tools shape us.
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In television, images are projected at you. You are the screen. The images wrap around you. You are the vanishing point.
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The visual power of the phonetic alphabet is the translate other languages into itself is part of its power to invade right hemisphere (oral) cultures.
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The present is always invisible because its environmental. No environment is perceptible, simply because it saturates the whole field of attention.
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The bible belt is oral territory and therefore despised by the literati.
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Explore the situation. Statements are expendable. Don't keep on looking in the rearview mirror and defending the status quo which is outmoded the moment it happened.
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The village had institutionalized all human functions in forms of low intensity.... Participation was high and organization was low. This is the formula for stability.
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All advertising advertises advertising.
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When people become too intense, too serious, they will have trouble in relating to any sort of social game or norm. Perhaps this is why jokes are so important. On one hand they tell us about where the problems and grievances are, and, at the same time, they provide the means of enduring these grievances by laughing at the problems.
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Man works when he is partially involved. When he is totally involved he is at play or leisure.
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Anything that's popular is a rear-view image.
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Television brought the brutality of war into the comfort of the living room. Vietnam was lost in the living rooms of America - not on the battlefields of Vietnam.
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Metaphor has traditionally been regarded as the matrix and pattern of the figures of speech.
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The medium is the message. 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.
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