Technological Determinism

The consequences for literature that stem from major changes in technology are only inevitable to the extent that they are unforeseen. Determinism is the result of the behavior of those who are determined to ignore what is happening around them. Recognition of the psychic and social consequences of technological change makes it possible to neutralize the effects of innovation. If we maintain lively dialogue with, and among, the technologies, we can enlist them on the side of traditional values instead of watching those values disappear while we play the helpless bystanders.


Marshall McLuhan, Letters of Marshall McLuhan

What the Public Wants

Nobody wants a motorcar until there are motorcars, and nobody is interested in TV till there are TV programs. This power of technology to create its own world of demand is not independent of technology being first an extension of our own bodies and senses.


Once we have surrendered our senses and nervous systems to the private manipulation of those who would try to benefit from taking a lease on our eyes and ears and nerves, we don't really have any rights left. Leasing our eyes and ears and nerves to commercial interests is like handing over the common speech to a private corporation, or like giving the earth's atmosphere to a company as a monopoly.


Marshall McLuhan, Understanding Media, 1964

Education as Armour

For we let our young men and women go out unarmed, in a day when armour was never so necessary. By teaching them all to read, we have left them at the mercy of the printed word. By the invention of the film and the radio, we have made certain that no aversion to reading shall secure them from the incessant battery of words, words, words. They do not know that the words mean; they do not know how to ward them off or blunt their edge or fling them back; they are a prey to words in their emotions instead of being the masters of them in their intellects. We who were scandalised in 1940 when men were sent to fight armoured tanks with rifles, are not scandalised when young men and women are sent into the world to fight massed propaganda with a smatteirng of "subjects"; and when whole classes and whole nations become hypnotised by the arts of the spell-binder, we have the impudence to be astonished.


Dorothy Sayers, The Lost Tools of Learning, 1947

The Wild Broncos of Technology

Harnessing the Tennessee, Missouri, or Mississippi is kid stuff compared with curbing the movie, press, or television to human ends. The wild broncos of technological culture have yet to find their busters or masters. They have found only their P.T. Barnums.


Marshall McLuhan
Explorations in Communication
1966

Pattern Recognition and a New Religion

Suppose, then, that we view recycling as akin to a religious practice, an organized expression of widely held ecological values. The language and symbolism of recycling support this view. Any church needs ritual observances, and curbside recycling provides the opportunity for the weekly offering and collection. After collection there is the modern miracle of transubstantiation, as old packages and papers come to life again. In states that have deposits on beverage containers, it is common to speak of the process of redemption.


Frank Ackerman, Why Do We Recycle?
1997

The Medium is the Message?

via: James Morrison

Second Nature

The new media are not bridges between man and nature: they are nature.


Marshall McLuhan
Explorations in Communication

The Answer of St. Thomas

When we are confronted by the bold fraud dreamt up by men whose confusion and spiritual frustration is the fruit of Satanic pride, the truth that is in us is made alive and lancing; but when a triumphant technology croons the sickly boasts of the advertising men, when the great vaults and vistas of the human soul are obscured by images of silken glamor, and when it is plain that man lives not by bread alone but by toothpaste also, then we need the answer of St. Thomas. It is the answer of moral and intellectual discipline and ardor.

Marshall McLuhan, 

"Education of Free Men in Democracy," 

in St. Louis University Studies in Honor of St. Thomas Aquinas,

1943