I Don't Necessarily Agree With

The Future Masters Of Technology Will Have To Be Light-hearted And Intelligent. The Machine Easily Masters The Grim And The Dumb.

Any Understanding Of Social And Cultural Change Is Impossible Without A Knowledge Of The Way Media Work As Environments.

The Ordinary Person Senses The Greatness Of The Odds Against Him Even Without Thought Or Analysis, And He Adapts His Attitudes Unconsciously. A Huge Passivity Has Settled On Industrial Society. For People Carried About In Mechanical Vehicles, Earning Their Living By Waiting On Machines, Listening Much Of The Waking Day To Canned Music, Watching Packaged Movie Entertainment And Capsulated News, For Such People It Would Require An Exceptional Degree Of Awareness And An Especial Heroism Of Effort To Be Anything But Supine Consumers Of Processed Goods.

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.

The Car Has Become An Article Of Dress Without Which We Feel Uncertain, Unclad, And Incomplete In The Urban Compound.