Understanding Media _ Marshall McLuhan
1) The Medium is the Message
그는 다양한 예제들을 제시한다. 셰익스피어, Alexix de Tocqueville , Arnold Toynbee, Cubism 등
“The technique of fragmentation that is the essence of machine technology. The essence of automation technology is the opposite. It is integral and decentralist in depth, just as the machine was fragmentary, centralist, and superficial in its patterning of human relationships.” p.8.
“The electric light is pure information. It is a medium without a message, as it were, unless it is used to spell out some verbal ad or name.” p.8.
“For the message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.” p.8.
“The medium is the message becuase it is the medium that shapes and controls the scale and form of human association and action.” p.9.
“this makes it an invaluable instance of how people fail to study media at all.
The message of the electric light is like the message of electric power in industry, totally radical, pervasive, and decentralized. For elecgtric light and power are separate from their uses, uet they eliminate time and space factors in human association exactly as do radio, telegraph, telephone, and TV, creating involvement in depth.” p.9.
“the latest approach to media study considers not only the content but the medium and the cultural matrix within which the particular medoium operates.” p.11.
“It is the way they are used that determines their value” p.11.
“Cubism, by seizing on instant total awareness, suddenly announced that the medium is the message.” p.13.
“Before the electric spped and total filed, it was not obvious that the medium is the message.” p.13.
“Alexix de Tocqueville was the first to master the grammar of print and typography. The grammar of print cannot help to construe the message of oral and nonwrtitten culture and institutions. “p.15.
“Electric speed mingles the cultures of prehistory with the dregs of industrial marketeer, the nonliterate with the semiliterate and the postliterate.” p.16.
“The effects of technology do not occur at the level of opinions or concepts, but alter sense ratios or patterns of perception steadily and without any resistance. The serious artist in the only person able to encounter technology with impunity, just because he is an expert aware of the changes in sense perception” p.18.
“Namely, that technological media are staples or natural resources, exactly as are coal and cotton and oil” p.21.
“That our human senses, of which all media are extensions, are also fixed charges on our personal energies, and that they also configure the awareness and experiences of each one of us.” p.21.