A dictionary of Marshall McLuhan’s quotations

Compiled by William Kuhns
Β©2026 Marshall McLuhan Estate
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Viewing chapter Fashion (14 quotes)
Fashion is not a way of being informed or aware, but a way of being with it.
Understanding Media (1964), MIT/Routledge edition, p 1296
Year: 1964
When a thing is current, it creates currency; fashion creates wealth by moving textiles and making them ever more current.
Understanding Media, 1964, MIT/Routledge edition, p 154
Year: 1964
Glancing at The Mechanical Bride the other day, I suddenly realized that the central image of legs on a pedestal (spare parts from the Love Goddesss assembly line) has been completely reversed by electric technology. The mini-skirt costume around the legs on a pedestal present an epiphany of the reversal of the old story in an instant of truth.
Letter to A. C. Spectorsky, Playboy Magazine, June 19, 1970 (LAC)
Year: 1970
Fashion is speech. It defines sexes, classes, age groups. It is therefore infallible. Violations threaten.
β€œMcLuhan Looks at Fashion” (1968) in On the Nature of Media (2016), p 152
Year: 1968
Fashion was concerned only with sight. Fashion models looked like manikins. We were interested only in the clothes, not the girl.
β€œMcLuhan Looks at Fashion” (1968) in On the Nature of Media (2016), p 155
Year: 1968
Meantime, the countryside, as oriented and fashioned by plane, by highway, and by electric information-gathering, tends to become once more the nomadic trackless area that preceded the wheel. The beatniks gather on the sands to meditate haiku.
Understanding Media (1964), MIT/Routledge edition, p 94
Year: 1964
The Europeans, however, underwent a sort of consumer revolution at the end of the eighteenth century. When industrialism was a novelty, it became fashionable among the upper classes to abandon rich, courtly attire in favor of simpler materials.”
Understanding Media (1964), MIT/Routledge edition, p 120
Year: 1964
Conformity to this fashion literally gives currency to a style or fabric, creating a social medium that increases wealth and expression thereby. Does not this stress how money, or any medium whatever, is constituted and made efficacious?
Understanding Media (1964), MIT/Routledge edition, p 135
Year: 1964
Chapter: Money
…in the photographic age, fashions have come to be like the collage style in painting.
Understanding Media (1964), MIT/Routledge edition, p 189
Year: 1964
Chapter: Photography
Small children now attach the phrase "the olden days" to yesterday's hats and overshoes, so keenly are they attuned to the abrupt seasonal changes of visual posture in the world of fashions.
Understanding Media (1964), MIT/Routledge edition, p 196
Year: 1964
Today, beehive hairdos and slim jims are an extension of involvement.
β€œTechnology Kills Democracy, McLuhan Warns Students,” The Varsity (University of Toronto student newspaper), Vol LXXXII, No 26, November 19, 1962, p 7
Year: 1962
Because the ads have created a world in which fashion dictates that each of us must always have enough cash to conform, success is the cash-ability to be like everybody else. Our fashions change rapidly so that to be in fashion takes a great deal of ready money.
β€œThe Age of Advertising,” Commonweal, 1953, p 557
Year: 1953
For anybody who acquires the power of pattern recognition by a study of figure-ground gestalts, the present gives access to at least the next 30 years.
β€œHow I Stay Informed,” Maclean’s, September, 1971
Year: 1971
By involving all men in all men, by the electric extension of their own nervous systems, the new technology turns the figure of the primitive society into a universal ground that buries all previous figures.
Take Today with Berrington Nevitt (1972), p 25
Year: 1972
Chapter: Retribalizing