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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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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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Some of my fellow academics are very hostile, but I sympathize with them. They've been asleep for 500 years and they don't like anybody who comes along and stirs them up.
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By phonemic trans-formation into visual terms, the alphabet became a universal, abstract, static container of meaningless sounds.
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The past went that-a-way. When faced with a totally new situation, we tend always to attach ourselves to the objects, to the flavor of the most recent past. We look at the present through a rear view mirror. We march backwards into the future.
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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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In Tetrad form, the artifact is seen to be not neutral or passive, bur an active logos or utterance of the human mind or body that transforms the user and his ground.
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Innovation for holders of conventional wisdom is not novelty but annihilation.
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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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Obsolescence never meant the end of anything, it's just the beginning.
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A typewriter is a means of transcribing thought, not expressing it.
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Violence is the quest for identity. When identity disappears with technological innovation, violence is the natural recourse.
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I don't necessarily agree with everything I say.
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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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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 rythms of typing favour short, concise sentences, sentences with oral form.
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For those for whom the sex act has come to seem mechanical and merely the meeting and manipulation of body parts, there often remains a hunger which can be called metaphysical but which is not recognized as such, and which seeks satisfaction in physical danger, or sometimes in torture, suicide, or murder.
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Typographic man can express but is helpless to read the configurations of print technology.
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If the work of the city is the remaking or translating of man into a more suitable form than his nomadic ancestors achieved, then might not our current translation of our entire lives into the spiritual form of information seem to make of the entire.
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The printing press was at first mistaken for an engine of immortality by everybody except Shakespeare.
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Whence did the wond'rous mystic art arise, / Of painting SPEECH, and speaking to the eyes? / That we by tracing magic lines are taught, / How to embody, and to colour THOUGHT?
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