home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
06963_Field_TCUM T528.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
1KB
|
16 lines
decision to homogenize comes easily to the highly literate
population of the English-speaking world. Yet it is hard for oral
cultures to agree on this program of homogenization, for they
are only too prone to translate the message of radio into tribal
politics, rather than into a new means of pushing Cadillacs.
This is one reason that it was easy for the retribalized Nazi to
feel superior to the American consumer. The tribal man can
spot the gaps in the literate mentality very easily. On the other
hand, it is the special illusion of literate societies that they are
highly aware and individualistic. Centuries of typographic
conditioning in patterns of lineal uniformity and fragmented
repeatability have, in the electric age, been given increasing
critical attention by the artistic world. The lineal process has
been pushed out of industry, not only in management and
production, but in entertainment, as well. It is the new mosaic
form of the TV image that has replaced the Gutenberg