home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
06471_Field_TCUM T36.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
921b
|
16 lines
time to suggest strategies when the threat has not even been
acknowledged to exist. I am in the position of Louis Pasteur
telling doctors that their greatest enemy was quite invisible,
and quite unrecognized by them. Our conventional response to
all media, namely that it is how they are used that counts, is
the numb stance of the technological idiot. For the “content”
of a medium is like the juicy piece of meat carried by the burglar
to distract the watchdog of the mind. The effect of the medium
is made strong and intense just because it is given another
medium as “content.” The content of a movie is a novel or a
play or an opera. The effect of the movie form is not related to
its program content. The “content” of writing or print is
speech, but the reader is almost entirely unaware either of print
or of speech.
Arnold Toynbee is innocent of any understanding of