Gramophone and movies were merely the mechanization of speech and gesture. But the radio and TV were not just the electronification of speech and gesture but the electronification of the entire range of human personal expressiveness. With electronification the flow is taken out of the wire and into the vacuum tube circuit, which confers freedom and flexibility such as are in metaphor and in words themselves.
Marshall McLuhanThe medium is the message" because it is the medium that shapes and controls the search and form of human associations and action.
Marshall McLuhanControl over change would seem to consist in moving not with it but ahead of it. Anticipation gives the power to deflect and control force.
Marshall McLuhan