One way of looking at the future of the book might be as follows: as print ceases to be the ordinary and pervasive environment, the book can be prescribed as a specific therapy for cultures where there is little or no "alpha-thinking" and a great excess of "beta-thinking." That is, to use the language of Owen Barfield in his Saving the Appearances, we can approach the book as a cultural therapy, an indispensable ingredient in communal diet, necessary for the maintenance of civilized values as opposed to tribal values.
Letter to William Jovanovich, March 9, 1966, in Letters of Marshall McLuhan (1987), p 335
Year: 1966
Chapter:
Book
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan