Monthly Archives: October 2012

Reading McLuhan – food for thought

I am soaking Marsahall McLuhan once again….  This great visionary and humanist to the core discerned that the modern industrial world derives its unity from technological imperatives rather than from nature or human instincts.  He argued back in the sixties that in the approaching electronic world, media and methods will replace philosophical inquiry into both natural and mechanical worlds;  and that the media of communication will replace the means of production.  As a result, humans will move from the age of industry where the means dominated to the age of information where the media dominate to the point that humans may loose control over them.  Here is how he puts it incisively:

The medium, or process, of our time – electric technology – is reshaping and restructuring patterns of social interdependence and every aspect of our personal life.  It is forcing us to reconsider and re-evaluate practically every thought, every action, and every institution formerly taken for granted.  Everything is changing – you, your family, your neighbourhood, your education, your job, your government, your relation to “the others”.  And they are changing dramatically. […] Radical changes in identity, happening suddenly and in very brief intervals of time, have proved more deadly and destructive to human values than wars fought with hardware weapons.”

-Marshall McLuchan and Quentin Fiore, The Medium Is the Message (1967)

…. and here is the Master lecturing….

Enjoy…

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Filed under Future, media, technology