He has to make his own role in society. Jobs are 
finished, role playing has taken over, the job is a 
passé entity. The job belonged to the specialist. The 
kids know that they no longer live in a specialist 
world, you cannot have a goal today. You cannot 
say, “I’m going to start here and I’m going to work 
for the next three years and I’m going to go all that 
distance.” Every kid knows that within three years 
everything will have changed—including himself, and 
the goal.

Marshall McLuhan with A.F. Knowles,  York University 
Instructional Technology Centre, 1971.