“The major advances in civilization are processes that all but wreck the societies in which they occur. ” – A.N. Whitehead

All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical and social consequences that they leave no part of us untouched, unaffected, unaltered. The medium is the massage. Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments.

All
media
are
extensions
of
some
human
faculty–
psychic
or
physical.

electric circuitry,

an extension of
the
central
nervous
system

Media, by altering the environment, evoke in us the unique ratios of sense perceptions. The extension of any one sense alters the way we think and act–the way we perceive the world.

When
these
ratios
change,
men change.

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