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Understanding McLuhan
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06840_Field_TCUM T405.txt
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1996-04-10
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heterogeneities and noncompetitive discontinuities of medieval
guilds and family organization had become a great nuisance as
speed-up of information by print called for more fragmentation
and uniformity of function. The Benvenuto Cellinis, the
goldsmith-cum-painter-cum-sculptor-cum-writer-cum-
condottiere, became obsolete.
Once a new technology comes into a social milieu it
cannot cease to permeate that milieu until every institution is
saturated. Typography has permeated every phase of the arts
and sciences in the past five hundred years. It would be easy to
document the processes by which the principles of continuity,
uniformity, and repeatability have become the basis of calculus
and of marketing, as of industrial production, entertainment,
and science. It will be enough to point out that repeatability
conferred on the printed book the strangely novel character of