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The news automatically becomes the real world for the TV user and is not a substitute for reality, but is itself an immediate reality.

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
Real
Substitute
World
Substitutes
Users
Immediate
News
Becomes
Media
User
Reality
Automatically

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Only a fraction of the history of literacy has been typographic.
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The medium is the message because it is the medium that shapes and controls the search and form of human associations and action.
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Language is a form of organized stutter.
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The more the data banks record about each one of us, the less we exist.
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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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People don't actually read newspapers - they get into them every morning like a hot bath.
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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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Innovation for holders of conventional wisdom is not novelty but annihilation.
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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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Schizophrenia may be a necessary consequence of literacy.
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We have to find the environments in which it will be possible to live with our new inventions.
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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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In the Phaedrus, Plato argued that the new arrival of writing would revolutionize culture for the worst. He suggested that it would substitute reminiscence for thought and mechanical learning for the true dialect of the living quest for truth by discourse and conversation.
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First we build the tools, then they build us.
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The new media are not ways of relating to us the 'real' world they are the real world and they reshape what remains of the old world at will.
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The mother tongue is propaganda.
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The specialist is one who never makes small mistakes while moving toward the grand fallacy.
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Literacy, the visual technology, dissolved the tribal magic by means of its stress on fragmentation and specialization and created the individual.
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The family circle has widened. The worldpool of information fathered by the electric media--movies, Telstar, flight--far surpassesany possible influence mom and dad can now bring to bear. Character no longer is shaped by only two earnest, fumbling experts. Now all the world's a sage.
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Affluence creates poverty.
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