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Another theme of the Wake that helps in the understanding of the paradoxical shift from cliche to archetype is 'pastimes are past times'. The dominant technologies of one age become the games and pastimes of a later age. In the twentieth century the number of past times that are simultaneously available is so vast as to create cultural anarchy. When all the cultures of the world are simultaneously present, the work of the artist in the elucidation of form takes on new scope and new urgency. Most men are pushed into the artist role. The artist cannot dispense with the principle of doubleness and interplay since this kind of hendiadys-dialogue is essential to the very structure of consciousness, awareness, and autonomy. (p.99)

Marshall McLuhan#17

TechnologyMediaSocietyArtCultureConsciousness

About this quote

What does it mean?
Technologies from one era become entertainment in the next, creating cultural chaos when many cultures coexist, forcing everyone into an artistic role to find form.
In plain terms
Old tech becomes new games, and when too many cultures mix, everyone must act like an artist to make sense of it.
What can you take from it?
Adapt to new tech by finding new purposes, not just old ones.

Where it applies

  • studying media effects
  • understanding cultural shifts
  • analyzing artist roles

Putting it to work

  • analyzing modern media
  • understanding tech impact
  • studying cultural patterns

Questions to consider

  • How does technology change our consciousness?
  • What role do artists play today?

Another view

The claim that most men are pushed into the artist role may be overstated.

More from Marshall McLuhan

  1. Jacques Ellul observes in Propaganda: When dialogue begins, propaganda ends. His theme, that propaganda is not this or that ideology but rather the action and …

    Permalink to quote #16
  2. Disarmament is illogical and futile, unless one is prepared to regard the available means of production and social organization as affording unique social ends…

    Permalink to quote #18
  3. The 'tragic flaw' is not a detail of characterization, a mere 'fly in the ointment', but a structural feature of ordinary consciousness. (p.45)

    Permalink to quote #15

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