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Metaphor has traditionally been regarded as the matrix and pattern of the figures of speech.

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
Regarded
Pattern
Metaphor
Patterns
Figures
Speech
Matrix
Traditionally

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People don't actually read newspapers - they get into them every morning like a hot bath.
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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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It is always the psychic and social grounds, brought into play by each medium or technology, that readjust the balance of the hemispheres and of human sensibilities into equilibrium with those grounds.
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The method of our time is to use not a single but multiple models for exploration.
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...the logic of the photograph is neither verbal nor syntactical, a condition which renders literary culture quite helpless to cope with the photograph.
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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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We become what we behold. We shape our tools and then our tools shape us.
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Attention spans get very weak at the speed of light, and that goes along with a very weak identity.
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The circuited city of the future will not be the huge hunk of concentrated real estate created by the railway. It will take on a totally new meaning under conditions of very rapid movement. It will be an information megalopolis.
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Those conspiracies that are too incredible to be believed, are by the same right, those which most often succeed.
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Work does not exist in a nonliterate world. The primitive hunter or fisherman did no work, any more than does the poet, painter, or thinker of today. Where the whole man is involved there is no work.
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... Their power to see environments as they really are.
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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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A commercial society whose members are essentially ascetic and indifferent in social ritual has to be provided with blueprints and specifications for evoking the right tone for every occasion.
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I do not say whether it is a good or bad thing. To do so would be meaningless and arrogant.
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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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Typographic man can express but is helpless to read the configurations of print technology.
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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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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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I may be wrong, but I'm never in doubt.
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