This is how we do it…


the medium is the massage

“All media work us over completely.” —Marshall McLuhan

Key to McLuhan’s argument is the idea that technology has no per se moral bent—it is a tool that profoundly shapes an individual’s and, by extension, a society’s self-conception and realization. —Wikipedia

“Print is the technology of individualism. If men decided to modify this visual technology by an electric technology, individualism would also be modified. To raise a moral complaint about this is like cussing a buzz-saw for lopping off fingers. ‘But’, someone says, ‘we didn’t know it would happen.’ Yet even witlessness is not a moral issue. It is a problem, but not a moral problem; and it would be nice to clear away some of the moral fogs that surround our technologies. It would be good for morality.” —Marshall Macluhan

Thanks to this article by Maria Popova of the Brain Pickings blog my head has finally popped out of my ass. Or maybe, I recognized the value of this article because my head was already out smelling the fresh air. Which came first the chicken or the egg? Does it really matter?

I don’t know but, thanks to Marshall Macluhan’s fantastic mind, hard work and courage to share his “outrageous” ideas I’m beginning to understand the convergence of my feelings of disconnection, distraction, anxiety, joy, amazement, love and compassion as I go through the process of figuring out what the hell I’m going to do now to make an honest living in graphics and yoga.

The messages I’ve been hearing lately are all saying “Surrender to your feelings, feel them all, feel them completely, then go out and help everyone, do what people are asking you to do and make sure you do it well.”

“So, unless aware of this dynamic, we shall at once move into a phase of panic terrors, exactly befitting a small world of tribal drums, total interdependence, and superimposed co-existence. […] Terror is the normal state of any oral society, for in it everything affects everything all the time. […] In our long striving to recover for the Western world a unity of sensibility and of thought and feeling we have no more been prepared to accept the tribal consequences of such unity than we were ready for the fragmentation of the human psyche by print culture.”  —Marshall Macluhan

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