Classification, for the literary man, is the be-all and end-all of observations. That's why [Dwight] MacDonald attempts to classify me. In the medical world, classification is a form of dismissal. If the doctor says it's measles, that's it, it's over with. The rest is just routine. But classification is not the beginning of the study of a problem—it's the end. For me any of these little gestures I make are all tentative probes. That's why I feel free to make them sound as outrageous or extreme as possible. Until you make it extreme, the probe is not very efficient. Probes, to be effective, must have this edge, strength, pressure. Of course they sound very dogmatic. That doesn't mean you are committed to them. You may toss them away.
“The Hot and Cool Interview” (1967), in Media Research (1997), p 62
Year: 1967
Chapter:
Classification
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan