Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/06351_Field_TCUP T6.txt

Text File | 1996-04-10 | 907b | 16 lines

takes for granted. As one IBM executive puts it, “My children
had lived several lifetimes compared to their grandparents
when they began grade one.”

   “The medium is the message“ means, in terms of the electronic
age, that a totally new environment has been created. The
“content” of this new environment is the old mechanized
environment of the industrial age. The new environment
reprocesses the old one as radically as TV is reprocessing the
film. For the “content” of TV is the movie. TV is environmental
and imperceptible, like all environments. We are aware only of
the “content” or the old environment. When machine
production was new, it gradually created an environment
whose content was the old environment of agrarian life and
the arts and crafts. This older environment was elevated to an
art form by the new mechanical environment. The machine