Each new technology is a reprogramming of sensory life. (p. 33) - Marshall McLuhan

Unlike previous environmental changes, the electric media constitutes a total and near-instanteous transformation of culture, values and attitudes.

Ads are the cave art of the twentieth century.

On the cultural plane, however, there is no uniform corresponding tendency.” (Somervell, I.267) This is like the voice of the literate man, floundering in a milieu of ads, who boasts, “Personally, I pay no attention to ads.” The spiritual and cultural reservations that the oriental peoples may have toward our technology will avail them not at all. The effects of technology do not occur at the level of opinions or concepts, but alter sense ratios or patterns of perception steadily and without any resistance. The serious artist is the only person able to encounter technology with impunity, just because he is an expert aware of the changes in sense perception.