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Hypnotized by their rear-view mirrors, philosophers and scientists alike tried to focus the figure of man in the old ground of nineteenth-century industrial mechanism and congestion. They failed to bridge from the old figure to the new. It is man who has become both figure and ground via the electrotechnical extension of his awareness. With the extension of his nervous system as a total information environment, man bridges art and nature. (p.11)

Marshall McLuhan#20

TechnologyMediaPerceptionInformationPhilosophy

About this quote

What does it mean?
Philosophers focused on old industrial models missed the shift to a total information environment where humans become both subject and medium.
In plain terms
Old views ignored how technology makes us part of the medium.
What can you take from it?
Recognize that modern tech blurs the line between observer and observed.

Where it applies

  • academic study
  • media analysis
  • design

Putting it to work

  • re‑evaluate frameworks
  • integrate user‑centered design

Questions to consider

  • How does technology change our sense of self?
  • What new frameworks are needed?

Another view

Some may argue old models still hold explanatory power.

More from Marshall McLuhan

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  2. By involving all men in all men, by the electric extension of their own nervous systems, the new technology turns the figure of the primitive society into a un…

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

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