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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
World
Substitutes
Users
Immediate
News
Becomes
Media
User
Reality
Automatically
Real
Substitute
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The huge advantage of Canada is its backwardness.
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Ideally, advertising aims at the goal of a programmed harmony among all human impulses and aspirations and endeavors. Using handicraft methods, it stretches out toward the ultimate electronic goal of a collective consciousness.
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It is one of the peculiar characteristics of the photograph that it isolates single moments in time.
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Youth instinctively understand the present environment - the electric drama. It lives mythically and in depth.
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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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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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Obsolescence is the moment of superabundance.
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At electric speed, all forms are pushed to the limits of their potential.
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Our technology forces us to live mythically
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The business of the advertiser is to see that we go about our business with some magic spell or tune or slogan throbbing quietly in the background of our minds.
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Primitivism has become the vulgar cliché of much modern art and speculation.
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The student of media soon comes to expect the New Media of any period whatever to be classed as 'pseudo' by those who acquired the patterns of earlier media, whatever they may happen to be.
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Typographic man can express but is helpless to read the configurations of print technology.
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Only the vanquished remember history.
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You can be a French Canadian or an English Canadian, but not a Canadian. We know how to live without an identity, and this is one of our marvellous resources.
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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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It has always been the artist who realizes that the future is the present and uses his work to prepare the grounds for it
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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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Ads represent the main channel of intellectual and artistic effort in the modern world.
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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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