Only alphabetic cultures have ever mastered connected lineal sequences as pervasive forms of psychic and social organization. The breaking up of every kind of experience into uniform units in order to produce faster action and change of form (applied knowledge) has been the secret of Western power over man and nature alike. That is the reason why our Western industrial programs have quite involuntarily been so militant, and our military programs have been so industrial. Both are shaped by the alphabet in their technique of transformation and control by making all situations uniform and continuous. This procedure, manifest even in the Graeco-Roman phase, became more intense with the uniformity and repeatability of the Gutenberg development.
Understanding Media (1964), MIT/Routledge edition, pp 85-86
Year: 1964
Chapter:
Logic & its Faultlines
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan