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Understanding McLuhan
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06467_Field_TCUM T32.txt
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1996-04-10
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16 lines
battery radio on board the camel. Submerging natives with
floods of concepts for which nothing has prepared them is the
normal action of all of our technology. But with electric media
Western man himself experiences exactly the same inundation
as the remote native. We are no more prepared to encounter
radio and TV in our literate milieu than the native of Ghana is
able to cope with the literacy that takes him out of his
collective tribal world and beaches him in individual isolation.
We are as numb in our new electric world as the native involved
in our literate and mechanical culture.
Electric speed mingles the cultures of prehistory with the
dregs of industrial marketeers, the nonliterate with the
semiliterate and the postliterate. Mental breakdown of varying
degrees is the very common result of uprooting and inundation
with new information and endless new patterns of information.