In tribal societies they prize the integral power of the corporate far above the variations of the individual costume. In fact, when all members of the tribe wear the same costumes, they find the same psychic security that we do In living in uniform, mechanized environments. Since our environments are so drastically uniform we feel we can afford a wide play of private expression in behavior and costume. However, when we seek to rally the corporate energies for sharply defined objectives, we do not hesitate to impose uniforms. Both the military costume of the citizen as robot and the ceremonial costume of the elite at dignified functions are exact parallels to the tribal use of costume. It is somewhere In between the military uniform and the rigid fixity of formal attire that there falls the world of fashion.
War and Peace in the Global Village (1968), p 161
Year: 1968
Chapter:
Clothing and Nakedness
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan