Students of media are persistently attacked as evaders, idly concentrating on means or processes rather than on 'substance'. The dramatic and rapid c… - Marshall McLuhan

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Students of media are persistently attacked as evaders, idly concentrating on means or processes rather than on 'substance'. The dramatic and rapid changes of 'substance' elude these accusers. Survival is not possible if one approaches his environment, the social drama, with a fixed, unchangeable point of view - the witless repetitive response to the unperceived.