Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/08689_Field_TCGG T454.txt

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

and also the hot radio medium. It was the first great consumer
age. So with print Europe experienced its first consumer phase,
for not only is print a consumer medium and commodity, but it
taught men how to organize all other activities on a systematic
lineal basis. It showed men how to create markets and national
armies. For the hot medium of print enabled men to see  their
vernaculars for the first time, and to visualize national unity
and power in terms of the vernacular bounds: “We must be free
or die who speak the tongue that Shakespeare spake.”
Inseparable from a nationalism of homogeneous English or
French speakers was individualism. We shall discuss this later.
But a visually homogeneous mass consists of individuals in a
new subjective sense. Bouyer cites (p. 17) the medieval turn
from objective to subjective piety: “This tendency goes along
with a shift of emphasis from a union of the whole church with
God to an emphasis on the union of the individual soul with