The products of modern science are not in themselves good or bad; it is the way they are used that determines their value." That is the voice of the current somnambulism. Suppose we were to say, "Apple pie is in itself neither good nor bad; it is the way it is used that determines its value." Or, "The smallpox virus is in itself neither good nor bad; it is the way it is used that determines its value."
The Medium is the Message (1969), in Understanding Media, p 11
Year: 1969
Chapters:
Sleepwalkers | Wake Them Up!
↪ Also at #6418
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan