Electric technology is directly related to our central nervous systems, so it is ridiculous to talk of "what the public wants" played over its own nerves.
Marshall McLuhan
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By involving all men in all men, by the electric extension of their own nervous systems, the new technology turns the figure of the primitive society into a universal ground that buries all previous figures.
Marshall McLuhan
Evolution embodies information in every part of every organism. ... This information doesn't have to be copied into the brain at all. It doesn't have to be "represented" in "data structures" in the nervous system. It can be exploited by the nervous system, however, which is designed to rely on, or exploit, the information in the hormonal systems just as it is designed to rely on, or exploit, the information embodied in your limbs and eyes. So there is wisdom, particularly about preferences, embodied in the rest of the body. By using the old bodily systems as a sort of sounding board, or reactive audience, or critic, the central nervous system can be guided - sometimes nudged, sometimes slammed - into wise policies. Put it to the vote of the body, in effect. ...
Daniel C. Dennett
Of all forms of symbolism, language is the most highly developed, most subtle, and most complicated. It has been pointed out that human beings, by agreement, can make anything stand for anything. Now, human beings have agreed, in the course of centuries of mutual dependency, to let the various noises that they can produce [...] stand for specified happenings in their nervous systems. We call that system of agreements language. For example, we who speak English have been so trained that, when our nervous systems register the presence of a certain kind of animal, we may make the following noise: "That's a cat." Anyone hearing us expects to find that, by looking in the same direction, he will experience a similar event in his nervous system -- one that will lead him to make an almost identical noise. Again, we have been so trained that when we are conscious of wanting food, we make the noise "I'm hungry." (p.26-27)
S. I. Hayakawa
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. (p.73 of the 1966 Signet paperback edition)
Marshall McLuhan
My main theme is the extension of the nervous system in the electric age, and thus, the complete break with five thousand years of mechanical technology. This I state over and over again. I do not say whether it is a good or bad thing. To do so would be meaningless and arrogant.
Marshall McLuhan
McLuhan, Marshall
McManners, Joseph
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