The study of effects is entirely in the right hemisphere. The left hemisphere people feel that if you put on good programs you’re going to get good results. That is not true. Absolutely no relation between inputs and effects, because the user is the content. It’s the person using it that is the real content of any show. And so unless you can clarify his awareness, or his percepts, it doesn’t matter what you put in, it will be corrected!
J Kirsch interview (1976), typescript, p 15
Year: 1976
Chapters:
Effect | User as Content
↪ Also at #1884
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan