Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/06472_Field_TCUM T37.txt

Text File | 1996-04-10 | 1KB | 16 lines

media as they have shaped history, but he is full of examples
that the student of media can use. At one moment he can
seriously suggest that adult education, such as the Workers’
Educational Association in Britain, is a useful counterforce to
the popular press. Toynbee considers that although all of the
oriental societies have in our time accepted the industrial
technology and its political consequences: “On the cultural
plane, however, there is no uniform corresponding tendency.”
(Somervell, I. 267) This is like the voice of the literate man,
floundering in a milieu of ads, who boasts, “Personally, I pay no
attention to ads.” The spiritual and cultural reservations that
the oriental peoples may have toward our technology will avail
them not at all. The effects of technology do not occur at the
level of opinions or concepts, but alter sense ratios or patterns
of perception steadily and without any resistance. The serious
artist is the only person able to encounter technology with