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Understanding McLuhan
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09135_Field_TCGG T900.txt
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1996-04-10
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surrendered the idea of unique personal existence. The
nineteenth century artists made a mass-surrender of that
unique selfhood, that had been taken for granted in the
eighteenth century, as the new mass pressures made the
burdens of selfhood too heavy. Just as Mill fought for
individuality even though he had given up the self, the poets
and artists moved towards the idea of impersonal process in
art production in proportion as they berated the new masses
for impersonal process in the consumption of art products. A
similar and related reversal or chiasmus occurred when the
consumer of popular art was invited by new art forms to
become participant in the art process itself.
This was the moment of transcendence of the Gutenberg
technology. The centuries-old separation of senses and
functions ended in a quite unexpected unity.