Such a universality of conscious being for mankind was dreamt of by Dante, who believed that men would remain mere broken fragments until they should be united in an inclusive consciousness. What we have today, instead of a social consciousness electrically ordered, however, is a private subconsciousness or individual "point of view" rigorously imposed by older mechanical technology. This is a perfectly natural result of "culture lag" or conflict, in a world suspended between two technologies.
Understanding Media (1964), MIT/Routledge edition, p 108
Year: 1964
Chapter:
Corporate Consciousness
↪ Also at #1414
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan