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Marshall McLuhan Quotes


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Marshall McLuhan
July 21, 1911 - December 31, 1980
Nationality: Canadian
Category: Sociologist

A point of view can be a dangerous luxury when substituted for insight and understanding.

   

Good taste is the first refuge of the non-creative. It is the last-ditch stand of the artist.

   

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.

   

Historians and archaeologists will one day discover that the ads of our time are the richest and most faithful reflections that any society ever made of its entire range of activities.

   

Advertising is the greatest art form of the 20th century.

   

Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication.

   

Great art speaks a language which every intelligent person can understand. The people who call themselves modernists today speak a different language.

   

The medium is the message.

   

There are no passengers on spaceship earth. We are all crew.

   

It is the framework which changes with each new technology and not just the picture within the frame.

   

The modern Little Red Riding Hood, reared on singing commercials, has no objection to being eaten by the wolf.

   

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.

   

Television brought the brutality of war into the comfort of the living room. Vietnam was lost in the living rooms of America - not on the battlefields of Vietnam.

   

Canada is the only country in the world that knows how to live without an identity.

   

Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.

   

Schizophrenia may be a necessary consequence of literacy.

   

The printing press was at first mistaken for an engine of immortality by everybody except Shakespeare.

   

The business of the advertiser is to see that we go about our business with some magic spell or tune or slogan throbbing quietly in the background of our minds.

   

The spoken word was the first technology by which man was able to let go of his environment in order to grasp it in a new way.

   

We shape our tools and afterwards our tools shape us.

   

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