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Marshall McLuhan

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Typography is not only a technology but is in itself a natural resource or staple, like cotton or timber or radio; and, like any staple, it shapes not only private sense ratios but also patterns of communal interdependence.

 
Marshall McLuhan

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Natural historians tend to avoid tendentious preaching in this philosophical mode (although I often fall victim to such temptations in these essays). Our favored style of doubting is empirical: if I wish to question your proposed generality, I will search for a counterexample in flesh and blood. Such counterexamples exist in abundance, for they form a staple in a standard genre of writing in natural history — the “wonderment of oddity” or “strange ways of the beaver” tradition.

 
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Fatal human malice is the staple of narrators, original sin the mother-fluid of historians. But it is a risky enterprise to have to write of virtue.

 
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Media, by altering the environment, evoke in us unique ratios of sense perception...When these ratios change, men change.

 
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We are not talking about a new cognition in relation to abstract art, rather a new area of cognition…. This is where abstract art steps in, in a stronger sense of life, a stronger contact with the growing life, a feeling of the pulsation of life and growth in oneself, an activation of deep-seated powers a staple vitality far deeper than our cognition, not instead of science but inspired by it.

 
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The Internet was done so well that most people think of it as a natural resource like the Pacific Ocean, rather than something that was man-made. When was the last time a technology with a scale like that was so error-free? The Web, in comparison, is a joke. The Web was done by amateurs.

 
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