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Madison Avenue is a very powerful aggression against private consciousness. A demand that you yield your private consciousness to public manipulation.
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
Powerful
Avenues
Manipulation
Aggression
Yield
Private
Demand
Consciousness
Madison
Public
Avenue
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Historians and archaeologists will one day discover that the ads of our time are the richest and most faithful reflections that any society ever made of its entire range of activities.
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The movie stars and matinee idols are put into the public domain by photography. They become dreams that money can buy. They can be bought and thumbed more easily than public prostitutes.
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I am curious to know what would happen if art were suddenly seen for what it is, namely, exact information of how to rearrange one's psyche in order to anticipate the next blow from our own extended faculties.
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Youth instinctively understand the present environment - the electric drama. It lives mythically and in depth.
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The future masters of technology will have to be light-hearted and intelligent. The machine easily masters the grim and the dumb.
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At electric speed, all forms are pushed to the limits of their potential.
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The more the data banks record about each one of us, the less we exist.
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There is an enormous redundancy in every well-written book. With a well-written book I only read the right-hand page and allow my mind to work on the left-hand page. With a poorly written book I read every word.
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Nowadays there is no conversation at all. Teachers distrust talk as much as business men.
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Every innovation scraps its immediate predecessor and retrieves still older figures – it causes floods of antiques or nostalgic art forms and stimulates the search for museum pieces.
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We become what we behold. We shape our tools and then our tools shape us.
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Everybody experiences far more than he understands. Yet it is experience, rather than understanding, that influences behavior.
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A point of view can be a dangerous luxury when substituted for insight and understanding.
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The reader is the content of any poem or of the language he employs, and in order to use any of these forms, he must put them on.
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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.
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Gutenberg made everybody a reader. Xerox makes everybody a publisher.
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Typography is not only a technology but is in itself a natural resource or staple, like cotton or timber or radio and, like any staple, it shapes not only private sense ratios but also patterns of communal interdependence.
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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.
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Photography turns people into things and their image into a mass consumer product.
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Once introduced discontinuity, once challenge any of the properties of visual space, and as they flow from each other, the whole conceptual framework collapses.
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