The user of the electric light - or a hammer, or a language, or a book - is the content. As such, there is a total metamorphosis of the user by the interface. It is the metamorphosis that I consider the message. Marshall McLuhan More Quotes by Marshall McLuhan More Quotes From Marshall McLuhan World War III is a guerrilla information war with no division between military and civilian participation. Marshall McLuhan division military war All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical, and social consequences that they leave no part of us untouched, unaffected, unaltered. The medium is the message. Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments. All media are extensions of some human faculty - psychic or physical. Marshall McLuhan psychics media political 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 eye rights giving People hope that if they scream loudly enough about "values" then others will mistake them for serious, sensitive souls who have higher and nobler perceptions than ordinary people. Otherwise, why would they be screaming? Moral bitterness is a basic technique for endowing the idiot with dignity. Marshall McLuhan soul mistake people All media exist to invest our lives with artificial perceptions and arbitrary values. Marshall McLuhan arbitrary media perception We are all robots when uncritically involved with our technologies. Marshall McLuhan involved robots technology The ordinary person senses the greatness of the odds against him even without thought or analysis, and he adapts his attitudes unconsciously. A huge passivity has settled on industrial society. For people carried about in mechanical vehicles, earning their living by waiting on machines, listening much of the waking day to canned music, watching packaged movie entertainment and capsulated news, for such people it would require an exceptional degree of awareness and an especial heroism of effort to be anything but supine consumers of processed goods. Marshall McLuhan greatness odds attitude Computers can do better than ever what needn't be done at all. Making sense is still a human monopoly. Marshall McLuhan monopoly computer done Politics will eventually be replaced by imagery. The politician will be only too happy to abdicate in favor of his image, because the image will be so much more powerful than he could ever be. Marshall McLuhan political powerful success The tribalizing power of the new electronic media, the way in which they return to us to the unified fields of the old oral cultures, to tribal cohesion and pre-individualist patterns of thought, is little understood. Tribalism is the sense of the deep bond of family, the closed society as the norm of community. Marshall McLuhan media community culture As a rule, I always look for what others ignore. Marshall McLuhan looks Time’ has ceased, 'space' has vanished. We now live in a global village... a simultaneous happening Marshall McLuhan simultaneous village space We become what we behold. We shape our tools and then our tools shape us. Marshall McLuhan shapes tools Mass man is a phenomenon of electric speed, not of physical quantity. Marshall McLuhan mass speed men Faced with information overload, we have no alternative but pattern-recognition. Marshall McLuhan patterns alternatives information The computer is the most extraordinary of man's technological clothing; it's an extension of our central nervous system. Beside it, the wheel is a mere hula-hoop. Marshall McLuhan hula technology men Only the small secrets need to be protected. The large ones are kept secret by public incredulity. Marshall McLuhan secret evil needs What is very little understood about the electronic age is that it angelizes man, disembodies him. Turns him into software. Marshall McLuhan age littles men Only puny secrets need protection. Big discoveries are protected by public incredulity. Marshall McLuhan business discovery science 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. Marshall McLuhan village doe mean
