The civilized man imagines that he is going to help the native by stripping off the native’s world of myth and legend, ritual and superstition. The paradox is that in the electric age we ourselves are moving into, returning to, the acoustic world of simultaneous involvement and awareness, experiencing the surfacing of the subliminal life…. We had imagined that we could simply strip off the acoustic culture of these primitives or these natives in order to civilize them, but the same stripping off of our civilization is taking place at the same time, by means of the new electric technology. We are losing our civilizatn even faster than we stripped off the institutions of the Indians and the Africans.
Man and Media,” lecture delivered at York University, Toronto, (1979), in Understanding Me (2003), p 296
Year: 1979
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan
© 2026, The Estate of Marshall McLuhan