Professionalism merges the individual into patterns of total environment. Amateurism seeks the development of the total awareness of the individual and the critical awareness of the groundrules of society. The amateur can afford to lose. The professional tends to classify and specialise, to accept uncritically the groundrules of the environment. The groundrules provided by the mass response of his colleagues serve as a pervasive environment of which he is contentedly unaware. The 'expert' is the man who stays put.
Marshall McLuhanYou can be a French Canadian or an English Canadian, but not a Canadian. We know how to live without an identity, and this is one of our marvellous resources.
Marshall McLuhanThe car has become an article of dress without which we feel uncertain, unclad, and incomplete in the urban compound.
Marshall McLuhanYouth instinctively understand the present environment - the electric drama. It lives mythically and in depth.
Marshall McLuhanIn a cool medium, the audience is an active constituent of the viewing or listening experience. A girl wearing open-mesh silk stockings or glasses is inherently cool and sensual because the eye acts as a surrogate hand in filling in the low-definition image thus engendered. Which is why boys make passes at girls who wear glasses.
Marshall McLuhan