technologies.

What does any artefact amplify? Retrieve? 
Obsolesce? Flip into?

“There is absolutely no inevitability as long as 
there is a willingness to contemplate what is 
happening.” (1967, p.25)

McLuhan’s critics misread his contribution by 
labelling it technological determinism. This critique 
deflected attention from the questions he raised, 
which could only be answered by taking up the 
difficult task of scrutinizing the long-term shaping