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Marshall McLuhan

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The extreme distraction presented by the acoustic and cinematic rivals of the book brings decreasing opportunities for attentive and uninterrupted reading.
--
Do Books Matter? (ed. Brian Baumfield), p. 32

 
Marshall McLuhan

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I've noticed a certain anti-intellectualism going around this country; since about 1980, coincidentally enough. … I was in Nashville, Tennessee, and after the show I went to a Waffle House. I'm not proud of it, but I was hungry. And I'm sitting there eating and reading a book. I don't know anybody, I'm alone, so I'm reading a book. The waitress comes over to me like, [gum smacking] "What'chu readin' for?" I had never been asked that. Not "What am I reading?", but "What am I reading for?" Goddammit, you stumped me. Hmm, why do I read? I suppose I read for a lot of reasons, one of the main ones being so I don't end up being a f**king waffle waitress.

 
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Attention is not concentration. When you concentrate, as most people try to do — what takes place when you are concentrating? You are cutting yourself off, resisting, pushing away every thought except that one particular thought, that one particular action. So your concentration breeds resistance, and therefore concentration does not bring freedom. Please, this is very simple if you observe it yourself. But whereas if you are attentive, attentive to everything that is going on about you, attentive to the dirt, the filth of the street, attentive to the bus which is so dirty, attentive of your words, your gestures, the way you talk to your boss, the way you talk to your servant, to the superior, to the inferior, the respect, the callousness to those below you, the words, the ideas — if you are attentive to all that, not correcting, then out of that attention you can know a different kind of concentration. You are then aware of the setting, the noise of the people, people talking over there on the roof, your hushing them up, asking them not to talk, turning your head; you are aware of the various colours, the costumes, and yet concentration is going on. Such concentration is not exclusive, in that there is no effort. Whereas mere concentration demands effort.

 
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