In accepting an honorary degree from the University of Notre Dame a few years ago, General David Sarnoff made this statement: “We are too prone to ma… - Marshall McLuhan

War is never anything less than accelerated technological change. (p. 102)

The percept takes priority of the concept.

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.