A dictionary of Marshall McLuhan’s quotations

Compiled by William Kuhns
©2026 Marshall McLuhan Estate

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Communication needs human scale.
Title of his article, ���Communications Needs Human Scale,” published in Nursing Management, Vol 1, No. 2, 1971, p 1
Quote #2773
Year: 1971
Chapter: Human Scale

Drawn to McLuhan #2

Two-panel comic illustration of a boxing match: a humanoid figure made of tumbling alphabet letters wearing "BRECE" shorts faces off against a muscular boxer with a smartphone for a head, under a "LITERACY VS ELECTRONIC" ring sign; in the second panel the smartphone boxer knocks the letter-man apart with a "K.O." punch.
“It may even prove to be the case that the entire tradition of phonetic writing, which is co-extensive with our Western world and the Graeco-Roman tradition, cannot sustain the electronic impact.”
Illustrated period scene of a man in early-1900s suit and cap stepping into a Ford Model T outside the "Biograph Theatre" marquee advertising "The Artful Dodger," with a thought bubble above showing rows of parked cars at an outdoor movie screening.
“New means create new goals.”
Illustrated interior of a rustic coffee shop with several patrons seated separately, each connected by small thought-bubble trails to one large shared blank thought bubble overhead, suggesting wordless, intuitive communication.
“The future of language presents the possibility of a world without words, a wordless, intuitive world, like a technological extension of the action of consciousness.”
Illustration set in a lush jungle showing a feather-adorned Indigenous tribesman facing a translucent glowing green humanoid figure whose body is composed of streaming binary code.
“The new electronic man and pre-literate man see eye to eye.”
Stylized line-art illustration of an elevated highway with a bright yellow central lane sweeping up into a sharp architectural peak, flanked by a modern city skyline of glass skyscrapers.
“The road is our major architectural form.”
Illustration of a cluttered living room where a mother holds a baby on a couch surrounded by several children, most staring blankly at an unseen glowing television screen while a teenager scrolls a phone.
“We are not the true parents of our children.”
Illustrated lineup of warriors and soldiers spanning history left to right — an Indigenous fighter, Roman legionaries, a medieval knight, WWI and modern soldiers, a futuristic armored figure, and an astronaut on the moon — set against a backdrop of fire, smoke, and space.
“We put on our technology as evolutionary clothing.”
Comic-style illustration of a robed orator gesturing dramatically from a pedestal, his speech rendered as a jumbled speech bubble of scrambled Greek letters, while an assistant arranges the same letters into ordered puzzle pieces spelling Greek words like "ΑΡΕΤΗ" and "ΔΙΚΑΙΟΣΥΝΗ" on a scroll.
“Writing is the spatialization of thought.”
The YouTube logo: a red rounded rectangle with a white play-button triangle beside the black "YouTube" wordmark on a black background.
[With electronic media, we are building] “…a new tribal encyclopedia of auditory incantation”
© The Estate of Marshall McLuhan