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“In the age of electricity and automation, the globe becomes a community of continuous learning… in which everybody…is involved in learning a living. ..the problem…is to extend consciousness itself and to maximize the opportunities of learning.” McLuhan 1969

“The artist has absolute pitch for his time.” Marshall McLuhan ‘Counterblast’ 1969

“The anthropologist is a connoisseur of cultures as art forms. The student of communications is a connoisseur of media as art forms.” Marshall McLuhan ‘Counterblast’ 1969

“People never remember but the computer never forgets.” Marshall McLuhan ‘Counterblast’ 1969

“…[the book’s] users [are] oblivious of the fact that it is a highly specialized form of technology; and they readily assume that all other media are also gimmicks for conveying information, because they assume that is also the role of the book.” McLuhan ‘Counterblast’ 1969

“It is easy now to see that language has always been a mass medium even as the new media are new languages have each its own grammar and esthetic modes.” Marshall McLuhan ‘Counterblast’ 1967

“Our book technology has Gutenberg at one end and the Ford assembly lines at the other. Both are obsolete.” Marshall McLuhan ‘Counterblast’ 1969

Wallace: “So you regard yourself as an artist, not just a reporter?” McLuhan: “That’s right, only I’m not trying to attribute to myself the virtues of a great designer or great musician or something like that; simply the habit of perceiving the present as a task.” 1966

“We may be drowning. But if so the flood of experience in which we are drowning is very much a part of the culture we have created. … And it’s not catastrophic. We can turn it off if we choose...” Marshall McLuhan ‘Coubterblast’ 1969

“Media are artificial extensions of sensory existence.” Marshall McLuhan ‘Counterblast’ 1969

“Education must always concentrate its resources at the point of major information intake.” Marshall McLuhan ‘Counterblast’ 1969

“Yet the bias of each medium of communication is far more distorting than the deliberate lie.” Marshall McLuhan ‘Counterblast’ 1969

“We must maximize rather than minimize the various features of our new media. It is easy now to see that they are not mere vehicles for already achieved experience and insight.” Marshall McLuhan ‘Counterblast’ 1969

“Loss of identity drives people to nostalgia.” Marshall McLuhan in conversation with Jerry Brown photo: Stewart Brand

“Another area where you can study hidden ground is in the sudden success of movies, tunes, musical forms — behind every sudden success there’s a new ground.” Marshall McLuhan in conversation with Jerry Brown photo: Stewart Brand

“The best way to study the nature of any medium is to study its effects on other media ... when you see its effects on politics, in advertising and in movies, then you begin to understand it.” ‘Media in the 70s: a dialog with Marshall McLuhan.’ Videography Magazine, 1977

“These are difficult times because we are witnessing a clash of cataclysmic proportions between two great technologies. We approach the new with the psychological conditioning and sensory responses of the old.” Marshall McLuhan ‘The Medium is the Massage’ 1967

“The message of the media is always the changes they ring on the human senses and perceptions… the medium [or environment of services] provides the message [or program of effects].” Marshall McLuhan unpublished rewrite of ‘The Medium is the Message’ (1964) 1973

“... a shift occurs with the extension of the body in new social technology and invention. A new extension sets up a new equilibrium among all of the senses and faculties leading, as we say, to a ‘new outlook’—new attitudes and preferences in many areas. Marshall McLuhan 1964

“The effect of any kind of technology engenders a new equilibrium in us that brings new technologies to birth.” Marshall McLuhan ‘Number: Profile of the Crowd’ 1964