“Rationality or consciousness is itself a ratio or proportion among the sensuous components of experience, and is not something added to such sense experience. Subrational beings have no means of achieving such a ratio or proportion in their sense lives but are wired for fixed wave lengths, as it were, having infallibility in their own area of experience. Consciousness, complex and subtle, can be impaired or ended by a mere stepping-up or dimming-down of any one sense intensity, which is the procedure in hypnosis. And the intensification of one sense by a new medium can hypnotize an entire community.”

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About Marshall McLuhan

Canadian philosopher

Herbert Marshall McLuhan was a Canadian philosopher and scholar, 1911 to 1980, whose work became central to media theory. Raised in Winnipeg, he studied at the University of Manitoba and the University of Cambridge, then taught English at universities in the United States and Canada before joining the University of Toronto in 1946. He remained there for the rest of his life and became widely known as the father of media studies. His writing and teaching focused on media, communication, and the way new forms of technology shape human thought and social life.

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Books by Marshall McLuhan

Understanding Media

2005

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The Gutenberg Galaxy

2011

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The medium is the massage

1967

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