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Marshall McLuhan

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At no period of human culture have men understood the psychic mechanism involved in invention and technology.

 
Marshall McLuhan

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Cultural systems will be treated as extensions of the power to learn, store, and transmit information, and the evolution of culture as dependent upon the biological development of these abilities and the cultural developments that actualize them. Man's increasing mastery over the natural world, with its increments of available energy use, can be seen from this point of view as one consequence of his capacity to learn, invent, borrow, store, and transmit the necessary technological and political inventions for the changes of scale involved in increasing utilization of energy. Instead of focusing attention on discontinuities — the invention of tool-making tools, the invention of agriculture, the invention of writing, and the invention of invention as a conscious pursuit—this discussion will focus on the continuities involved and on the extent to which older forms of communication, energy use, and social organization also undergo transformation in the course of cultural evolution.

 
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It is always the psychic and social grounds, brought into play by each medium or technology, that readjust the balance of the hemispheres and of human sensibilities into equilibrium with those grounds.

 
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Every technology contrived and “outered” by man has the power to numb human awareness during the period of its first interiorization.

 
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Buddhism ... is not a culture but a critique of culture, an enduring nonviolent revolution or “loyal opposition” to the culture in which it is involved.

 
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I've told a dark story. The truth is more mixed. A technology has given us a new freedom. Slowly, some begin to understand that this freedom need not mean anarchy. We can carry a free culture into the twenty-first century, without artists losing and without the potential of digital technology being destroyed. ... Common sense must revolt. It must act to free culture. Soon, if this potential is ever to be realized.

 
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