Henceforth, literature will be at war with itself and with the social mechanics of conscious goals and motivations. For the matter of literary vision will be collective and mythic, while the forms of literary expression and communication will be individualist, segmental, and mechanical. The vision will be tribal and collective, the expression private and marketable. This dilemma continues to the present to rend the individual Western consciousness. Western man knows that his values and modalities are the product of literacy. Yet the very means of extending those values, technologically, seem to deny and reverse them. Whereas Pope fully faced up to this dilemma in The Dunciad, Blake and the Romantics tended to devote themselves to one side of it, the mythic and collective. J. S. Mill, Matthew Arnold, and a great many others devoted themselves to the other side of the dilemma, the problem of individual culture and liberty in an age of mass-culture.
“The GALAXY RECONFIGURED or the Plight of Mass Man in and Individualist Society”, in The Gutenberg Galaxy: The Making of Typographic Man, (1962), p 269
Year: 1962
Chapter:
Today’s Transition
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan