Marsall McLuhan The Medium is the Message

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In a culture like ours, long accustomed to splitting and divinding all things as a means of control, it is sometimes a bit of a shock to be reminded that, 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  technology [...]. For the "message" of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.
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If the formative power in the media are the media themselves, that raises a host of large matters that [...] deserve volumes.
[...] In a society whose economy is dependent upon one or two makor staples like cotton, or grain, or lumber, or fish, or cattle, is going to have some obvious social patterns of organization as a result [...]
The pathos and humor of the American South are embedded in such an economy of limited staples
-Marshall McLuhan, 1964
Undesrtanding Media, The Extensions of Man




Source: McLuhan, Marsall (1964). Understanding Media. The Extensions of Man. Critical Edition. Edited by Terrence Gordon, GINGKO PRESS

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