Control over change would seem to consist in moving not with it but ahead of it. Anticipation gives the power to deflect and control force. Thus we may feel like a man who has been hustled away from his favorite knothole in the ball park b y a frantic rout of fans eager to see the arrival of a movie star. We are no sooner in position to look at one kind of event than i t is obliterated b y another, just as our Western lives seem to native cultures to be one long series of preparations for living. But the favorite stance of literary man has long been " to view with alarm" or " to point with pride," while scrupulously ignoring what's going on.
Understanding Media, 1964, MIT/Routledge edition, p 199
Year: 1964
Chapter:
Advice
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan