In 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 McLuhanA new medium is never an addition to an old one, nor does it leave the old one in peace. It never ceases to oppress the older media until it finds new shapes and positions for them.
Marshall McLuhanUntil writing was invented, man lived in acoustic space: boundless, directionless, horizonless, in the dark of the mind, in the world of emotion.
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 McLuhanTo say that "the camera cannot lie" is merely to underline the multiple deceits that are now practised in its name.
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