The Homeric hero becomes a split-man as he assumes an individual ego. (p. 58) - Marshall McLuhan

The percept takes priority of the concept.

Our time is a time to cross barriers, for erasing old categories — for probing around. When two seemingly disparate elements are imaginatively poised, put in apposition in new and unique ways, startling discoveries often result

The press is a group confessional form that provides communal participation. The book is a private confessional form that provides a “point of view.” (p. 204)