Youth instinctively understand the present environment - the electric drama. It lives mythically and in depth.

Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments.

Gutenberg made everybody a reader. Xerox makes everybody a publisher.

The student of media soon comes to expect the New Media of any period whatever to be classed as 'pseudo' by those who acquired the patterns of earlier media, whatever they may happen to be.

In big industry new ideas are invited to rear their heads so they can be clobbered at once. The idea department of a big firm is a sort of lab for isolating dangerous viruses.

Professionalism is environmental. Amateurism is anti environmental. 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 ground rules of society. The amateur can afford to loose.

First we shape our tools, thereafter they shape us