I soon realized that recognizing the symptoms of change was not enough; one must understand the cause of change, for without comprehending causes, the social and psychic effects of new technology cannot be counter-acted or modified. But I recognized
also that one individual cannot accomplish these self-protective modifications; they must be the collective effort of society, because they affect all of society; the individual is helpless against the pervasiveness of environmental change: the new garbage—or message—induced by new technologies. Only the social organism, united and recognizing the challenge, can move to meet it.