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Fish did not discover water.

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
Fishes
Discover
Water
Fish

More quotes by Marshall McLuhan

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One thing about which fish know exactly nothing is water, since they have no anti-environment which would enable them to perceive the element they live in.
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The content or message of any particular medium has about as much importance as the stenciling on the casing of an atomic bomb.
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First we shape our tools, thereafter they shape us
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Professionalism is environmental. Amateurism is anti environmental. Professionalism merges the individual into patterns of total environment. Amateurism seeks the development of the total awareness of the individual and the critical awareness of the ground rules of society. The amateur can afford to loose.
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Our technology forces us to live mythically
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Money is a poor man's credit card.
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Explore the situation. Statements are expendable. Don't keep on looking in the rearview mirror and defending the status quo which is outmoded the moment it happened.
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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 news automatically becomes the real world for the TV user and is not a substitute for reality, but is itself an immediate reality.
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Language does for intelligence what the wheel does for the feet and the body. It enables them to move from thing to thing with greater ease and speed and ever less involvement.
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The mother tongue is propaganda.
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The media have substituted themselves for the older world.
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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 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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One of the effects of living with electric information is that we live habitually in a state of information overload. There's always more than you can cope with.
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Youth instinctively understand the present environment - the electric drama. It lives mythically and in depth.
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The artist is the person who invents the means to bridge between biological inheritance and the environments created by technological innovation.
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I may be wrong, but I'm never in doubt.
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Schizophrenia may be a necessary consequence of literacy.
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Such is the content of the mental life of the Hemingway hero and the good guy in general. Every day he gets beaten into a servile pulp by his own mechanical reflexes, which are constantly busy registering and reacting to the violent stimuli which his big, noisy, kinesthetic environment has provided for his unreflective reception.
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