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Today we are beginning to notice that the new media are not just mechanical gimmicks for creating worlds of illusion, but new languages with new and unique powers of expression.
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
Expression
Languages
Media
Worlds
Language
Notice
Today
Powers
World
Illusion
Unique
Beginning
Gimmicks
Creating
Mechanical
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The content or time-clothing of any medium or culture is the preceding medium or culture.
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A typewriter is a means of transcribing thought, not expressing it.
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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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As information becomes our environment, it becomes mandatory to program the environment itself as a work of art.
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The spoken word was the first technology by which man was able to let go of his environment in order to grasp it in a new way.
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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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The mother tongue is propaganda.
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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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Fish did not discover water.
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Electricity does not centralize, but decentralizes.
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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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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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We have to find the environments in which it will be possible to live with our new inventions.
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Current illusion is that science has abolished all natural laws.
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