…the user is always the content of any program, doesn’t matter i… — “It Will Probably End the Motor Car” (1976), p 26 | The MMM

A dictionary of Marshall McLuhan’s quotations

…the user is always the content of any program, doesn’t matter if it’s a Chinese or a Hindu. If a Hindu is watching a Canadian program, it’s a Hindu program. He translates it into himself, that’s all.

“It Will Probably End the Motor Car” (1976), p 26

Quote #7237

Year: 1976

Chapter: User as Content

Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan