When you place great emphasis upon one sense, you downgrade the others. For five hundred years print culture depressed all sensory life except sight. Literate man called painters, poets and musicians "artists," but cooks, gardeners and hairdressers servants. Appearance became everything. Fashion was concerned only with sight. Fashion models looked like manikins. We were interested only in the clothes, not the girl. "Clothes maketh the man. Visual values became the mark of civilized man as compared to the barbarian. Eroticism was almost entirely visual. Men became "girl watchers," Peeping Toms. Literacy produced the Pin-up, the Sweater Girl and Falsies, all of which survive now only as Camp. Today, when love-making is primarily by touch and smell, the Playboy nude appears as remote as sculpture, a two-dimensional fetish.
“McLuhan Looks at Fashion” (1968), in On the Nature of Media (2016), p 166
Year: 1968
Chapter:
Sex and Love
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan