1. The Medium is the Massage by Marshall McLuhan, Quentin Fiore
    ★ ★ ★ ★ 159 pages
  1. We must approach the book as cultural therapy, as indispensable ingredient in communal diet, necessary for maintenance of civilized values as opposed to tribal values.
    Marshall McLuhan
  2. Everything is changing - you, your family, your neighborhood, your education, your job, your government, your relation to the others.
    Marshall McLuhan
  3. Print technology created the public. Electric technology created the mass. The public consists of separate individuals walking around with separate , fixed points of view. The new technology demands that we abandon the luxury of this posture, this fragmentary outlook.
    Marshall McLuhan
  4. The viewer of Renaissance art is systematically placed outside the frame of experience. A piazza for everything and everything in its piazza. The instantaneous world of electronic informational media involves all of us, all at once. Not detachment or frame is possible.
    Marshall McLuhan
  5. Societies have always been shaped more by the nature of the media by which men communicate than by the content of communication.
    Marshall McLuhan
  6. There is absolutely no inevitability as long as there is a willingness to contemplate what is happening.
    Marshall McLuhan
  7. The alphabet and print technology fostered and encouraged a fragmenting process, a process of specialism and of detachment. Electric technology fosters and encourages unification and involvement.
    Marshall McLuhan
  8. The public, in the sense of a great consensus of separate and distinct viewpoints, is finished. Today, the mass audience (the successor to the “public”) can be used as a creative, participatory force. It is, instead, merely given packages of passive entertainment.
    Marshall McLuhan
  9. Information pours upon us, instantaneously and continuously. As soon as information is acquired, it is very rapidly replaced by still newer information. Our electrically configured world has forced us to move from the habit of data classification to the mode of pattern recognition. We can no longer build serially, block-by-block, step-by-step, because instant communication insures that all factors of the environment and of experience coexist in a state of active interplay.
    Marshall McLuhan
  10. Students of media are persistently attacked as evaders, idly concentrating on means or processes rather than on “substance”. The dramatic and rapid changes of “substance” elude these accusers.
    Marshall McLuhan
  11. 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 massage. Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments.
    Marshall McLuhan
  12. Our is a brand-new world of allatonceness. “Time” has ceased, “space” has vanished. We now live in a global village … a simultaneous happening.
    Marshall McLuhan
  13. The young today reject goals. They want roles - R-O-L-E-S. That is, total involvement. They do not want fragmented, specialized goals or jobs.
    Marshall McLuhan
  14. The poet, the artist, the sleuth - whoever sharpens our perception tends to be antisocial; rarely “well-adjusted” he cannot go along with currents and trends.
    Marshall McLuhan
  15. The living room has become a voting booth. Participation via television in Freedom Marches, in war, revolution, pollution, and other events is changing everything.
    Marshall McLuhan
  16. Today’s child is growing up absurd, because he lives in two worlds, and neither of them inclines him to grow up. Growing up - that is our new work, and its total. Mere instructions will not suffice.
    Marshall McLuhan
  17. Like easel painting, the printed book added much to the new cult of individualism. The private, fixed point of view became possible and literacy conferred the power of detachment, non-involvement.
    Marshall McLuhan
  18. Professionalism is environmental. Amateurism is anti-environmental. Professionalism merges the individual into patterns of total environment. Amateurism seeks the development of the total awareness of the individual and the critical awareness of the ground rules of society. The amateur can afford to lose. The professional tends to classify and to specialize, to accept uncritically the ground rules of the environment.
    Marshall McLuhan
  19. All media are extensions of some human faculty - psychic or physical.
    Marshall McLuhan
  20. The new feeling that people have about guilt is not something that can be privately assigned to some individual, but is rather, something shared by everybody, in some mysterious way… This feeling is an aspect of the new mass culture we are moving into - a world of total involvement in which everybody is so profoundly involved with everybody else and in which nobody can really imagine what private guilt can be anymore.
    Marshall McLuhan
  21. Faraday had two qualities that more than made up for his lack of education: fantastic intuition and independence and originality of mind.
    Marshall McLuhan