In Tetrad form, the artifact is seen to be not neutral or passive, bur an active logos or utterance of the human mind or body that transforms the user and his ground.
Marshall McLuhanNew media may at first appear as mere codes of transmission for older achievement and established patterns of thought. But nobody could make the mistake of supposing that phonetic writing merely made it possible for the Greeks to set down in visual order what they had though and known before writing. In the same way printing made literature possible. It did not merely encode literature.
Marshall McLuhan...the logic of the photograph is neither verbal nor syntactical, a condition which renders literary culture quite helpless to cope with the photograph.
Marshall McLuhan