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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.

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
Action
Association
Form
Medium
Human
Mediums
Humans
Search
Message
Messages
Shapes
Associations
Communication
Controls

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Language always preserves a play or figure/ground relation between experience, and perception and its replay in expression.
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Typography tended to alter language from a means of perception and exploration to a portable commodity.
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Every innovation scraps its immediate predecessor and retrieves still older figures – it causes floods of antiques or nostalgic art forms and stimulates the search for museum pieces.
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I wouldn't have seen it if I hadn't believed it.
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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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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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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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All advertising advertises advertising.
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Today the tyrant rules not by club or fist, but disguised as a market researcher, he shepherds his flocks in the ways of utility and comfort.
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Ads represent the main channel of intellectual and artistic effort in the modern world.
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Television brought the brutality of war into the comfort of the living room. Vietnam was lost in the living rooms of America - not on the battlefields of Vietnam.
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The content or time-clothing of any medium or culture is the preceding medium or culture.
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The alphabet was one thing when applied to clay or stone, and quite another when set down on light papyrus.
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A new medium is never an addition to an old one, nor does it leave the old one in peace. It never ceases to oppress the older media until it finds new shapes and positions for them.
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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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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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Typography is not only a technology but is in itself a natural resource or staple, like cotton or timber or radio and, like any staple, it shapes not only private sense ratios but also patterns of communal interdependence.
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The age of automation is going to be the age of do it yourself.
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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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A typewriter is a means of transcribing thought, not expressing it.
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