New technological environments are commonly cast in the molds of the preceding technology out of the sheer unawareness of their designers. (p. 47) - Marshall McLuhan

All media work us over completely.

When IBM discovered that it was not in the business of making office equipment or business machines, but that it was in the business of processing information, then it began to navigate with clear vision. The General Electric Company makes a considerable portion of its profits from electric light bulbs and lighting systems. It has not yet discovered that, quite as much as AT&T, it is in the business of moving information.

The new media are not bridges between man and nature - they are nature...The new media are not ways of relating us to the old world; they are the real world and they reshape what remains of the old world at will.