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" Schizophrenia may be a necessary consequence of literacy. "

Marshall McLuhan

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" A point of view can be a dangerous luxury when substituted for insight and understanding. "

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" Advertising is the greatest art form of the 20th century. "

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" We become what we behold. We shape our tools and then our tools shape us. "

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" I wouldn't have seen it if I hadn't believed it. "

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" There are no passengers on spaceship earth. We are all crew. "

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" We drive into the future using only our rearview mirror. "

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" Canada is the only country in the world that knows how to live without an identity. "

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" All media exist to invest our lives with artificial perceptions and arbitrary values. "

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" Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials. "

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" Obsolescence never meant the end of anything, it's just the beginning. "

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" One of the effects of living with electric information is that we live habitually in a state of information overload. There's always more than you can cope with. "

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" If the nineteenth century was the age of the editorial chair, ours is the century of the psychiatrist's couch. "

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" We shape our tools and afterwards our tools shape us. "

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" In this electronic age we see ourselves being translated more and more into the form of information, moving toward the technological extension of consciousness. "

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" As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of 'do it yourself.' "

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" Diaper backward spells repaid. Think about it. "

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" Mass transportation is doomed to failure in North America because a person's car is the only place where he can be alone and think. "

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" Antipathy, dissimilarity of views, hate, contempt, can accompany true love. "

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" Darkness is to space what silence is to sound, i.e., the interval. "

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" As the unity of the modern world becomes increasingly a technological rather than a social affair, the techniques of the arts provide the most valuable means of insight into the real direction of our own collective purposes. "

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" It is the framework which changes with each new technology and not just the picture within the frame. "

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" The medium is the message. This is merely to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology. "

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" American youth attributes much more importance to arriving at driver's license age than at voting age. "

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" Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication. "

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