. . . when you have a new kind of information 
pattern surrounding all individuals and all groups, 
their basic attitudes towards one another, toward 
work and play, toward production and 
consumption, these attitudes are all changed too. 
And the overall change is that the consumer insists 
on a larger role, creatively, and wants to become 
more and more a producer, at all levels. This means 
that we are, increasingly, insisting upon a do-it-
yourself world, whether in decision-making, or in 
consumer goods; and that on the overall pattern of 
social life, we are retribalizing, after centuries of 
detribalizing; and that whereas we accomplished 
detribalization by literacy and segmental analysis of