Tribesmen generally regard the eye as an organ of will. They believe it is both transmitter and receiver; they fear the Evil Eye. They hold that a luminous quality goes from the eye into what it sees. Such theories have their analogy with children who equate seeing and giving light. For very young children, seeing is partly outside the eye. It comes from the eye, it gives light, and they’re puzzled why they don't feel it. Boy of five: "Daddy, why don t our looks mix when they meet?"
“Marshall McLuhan Looks at Fashion” (1968), On the Nature of Media (2016), p 157
Year: 1968
Chapter:
Tribal Societies
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan