A dictionary of Marshall McLuhan’s quotations

Incidentally, this word, scenario – look at what it tells you about the world we live in. It means that nearly everything you’re living in is a fiction – fiction in the good sense of “making.” Now the Club of Rome says, “Not making, but matching.” It says there isn’t enough space for the people that are coming… This is a matching procedure. In the world in which we live – the fictional scenario world – actually, we are engaged not in matching, but making. This is what the hardware people don’t understand.
Interview with David Sohn (1978), typescript, p 10
Year: 1978
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan