[Automation frees us from servile tasks of mechanization and makes the liberal arts mandatory.]
[Automation frees us from servile tasks of mechanization and makes the liberal arts mandatory.]
[Automation removes separations between subjects in learning and flips the traditional dichotomy between work and leisure: whereas leisure was the absence of work, in the age of information we are at leisure when we are most intensely involves.]
[Mass production, like mass media, is not an indication of the audience size, but of the fact that it involves everyone at the same time: amassing media.]
[Even the most clear understanding of a medium is not sufficient to be immune from its effects. To resist TV, one needs the antidote of related media like print.]
[Presentations that are too discrete or specific perform worse on TV because they leave nothing for the viewer to fill in.]
TV can illustrate the interplay of processes and the growth of forms of all kinds as nothing else can.
[Visual structures are uniform, continuous, and connected whereas mosaic forms are discontinuous and nonlinear.]
[In the tactile TV image, as with the sense of touch, everything is sudden, counter, original, and strange.]
[Non-visual mosaic forms demand participation and involvement whereas literacy enables detachment and non-involvement.]
[TV image is an extension of touch.]
[TV favours the presentation of processes rather than of products.]
[Successful TV performers blend a low-pressure presentation style with an act that requires hogh-pressure organizing.]
[TV is cool because it is participatory, whereas radio is hot because it is more involving.]
[With TV, the viewer is the screen: millions of dots of light go through them and a small subset are accepted in order to create the images.]
[The movie image has more data and is accepted by the viewer as a package; the dots don't need to be reconfigured to construct another pattern. Adding more data to the TV image would make it something else, in the same way that a cartoon with details of perspective and light would no longer be a cartoon.]
[Tribal bonds in England and America had been eroded by literacy to the extent that radio did not resuscitate them, as it did in Germany.]
[The transforming power of media is easier to explain than the ignoring of this power. This may indicate a certain capacity to numb like that which occurs under stress and shock.]
[To those who have not studied media, the idea of studying its effects is as baffling as literacy is to people in pre-literate cultures, who might say 'Why do you write? Can't you remember?'.]
[Commerical interests that try to neutralize media as 'entertainment' in order to make it universally acceptable are ensuring an accelerated and maximally pervasive adoption of any medium.]
[Radio is a decentralizing, pluralistic force, as with all electric media.]
[As TV centralized, radio became free to diversify and localize.]
[When the camera moves, non-literate audiences see trees moving and buildings changing size because they cannot make the literate assumption that space is continuous and uniform.]
[The orient watches Hollywood movies and sees that ordinary people have cars, electric stoves, and refrigerators, thus realizing that they have been deprived of the ordinary person's birthright. In this sense film for them is a mega advertisement for consumer goods, where as in the occident this message is merely subliminal.]
[Radio is a hot involving medium whereas TV is cool, rejecting hot people and issues. If TV had arrived before the radio, there would have been no Hitler.]
[The phonograph was initially considered by Edison to be a persistant storage for the telephone, hence the name gramophone.]
[Radio initially cut into record sales because of its superior sound quality, but then increased it after directing popular tastes towards the classics.]
[Electric technology extends the nervous system and enables direct immediate communication between neurons of everyone on the planet.]
[An 'increase innoroduction and sales' would be a disaster for existing management large corporations because it means making way for new management.]
[The telegraph compelled several major American newspapers to form a collective newsgathering organization that became known as the Associated Press.]
[The telegraph had a decentralizing force on newspapers in England, reducing dependancy on the metropolitan press and encouraging provincial competition.]
[The immediacy of telegraph, telephone, and airplane make it easier to avoid delegating authority and do it yourself.]
[The telegraph increased the volume of news, strengthening its role as the shaper of public attitudes and weakening the role of editorial opinions: news is no longer understood to be a 'view'.]
[A society without games is trapped in automation.]
[The difference between the static roles of baseball and the dynamic roles of football reflect the patterns of decentralized team play in the electric age.]
[In indigenous society there is no true art because everybody is engaged in making art.]
Non-artists always look at the present through yhe spectacles of the preceding age. General staffs are always magnificently prepared to fight the previous war
[Gutenberg created the assembly line that enables automobile production.]
[As the car levelled social differences by homogenizing access to physical distance, the television reduces distinctions within its audience, thereby making everyone common.]
[The goal of the advertising industry is to provoke a uniform reaction amongst those in the audience to achieve programmed harmony via the principles of automation.]
[Ads put into a new setting become funny by way of being perceived consciously; they are not mean for conscious consumption.]
[The hidden messaging in ads is not attacked by highly-literate critics because they lack the capacity to discuss nonverbal forms.]