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The age of automation is going to be the age of do it yourself.
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
Automation
Characteristics
Age
Going
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Most of our assumptions have outlived their uselessness.
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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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Like primitive, we now live in a global village of our own making, a simultaneous happening. It doesn't necessarily mean harmony and peace and quiet but it does mean huge involvement in everybody else's affairs.
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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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The rythms of typing favour short, concise sentences, sentences with oral form.
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We become what we behold. We shape our tools and then our tools shape us.
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The modern Little Red Riding Hood, reared on singing commercials, has no objection to being eaten by the wolf.
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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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We are all robots when uncritically involved with our technologies.
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In Tetrad form, the artifact is seen to be not neutral or passive, bur an active logos or utterance of the human mind or body that transforms the user and his ground.
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Relativity theory forced the abandonment, in principle, of absolute space and absolute time.
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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 past went that-a-way. When faced with a totally new situation, we tend always to attach ourselves to the objects, to the flavor of the most recent past. We look at the present through a rear view mirror. We march backwards into the future.
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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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If the nineteenth century was the age of the editorial chair, ours is the century of the psychiatrist's couch.
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Nobody can commit photography alone.
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Electricity does not centralize, but decentralizes.
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Fish did not discover water.
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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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At electric speed, all forms are pushed to the limits of their potential.
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