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| Marshall Mcluhan
A point of view can be a dangerous luxury when substituted for insight and understanding. Advertising is an environmental striptease for a world of abundance. Art at its most significant is a distant early warning system that can always be relied on to tell the old culture what is beginning to happen. 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. Great art speaks a language which every intelligent person can understand. The people who call themselves modernists today speak a different language. I think of art, at its most significant, as a DEW line, a Distant Early Warning system that can always be relied on to tell the old culture what is beginning to happen to it. Ideally, advertising aims at the goal of a programmed harmony among all human impulses and aspirations and endeavors. Using handicraft methods, it stretches out toward the ultimate electronic goal of a collective consciousness. Innumerable confusions and a feeling of despair invariably emerge in periods of great technological and cultural transition. Madison Avenue is a very powerful aggression against private consciousness. A demand that you yield your private consciousness to public manipulation. Publication is a self-invasion of privacy. Schizophrenia may be a necessary consequence of literacy. The name of a man is a numbing blow from which he never recovers. The new electronic independence re-creates the world in the image of a global village. The new electronic interdependence recreates the world in the image of a global village. There is absolutely no inevitability as long as there is a willingness to contemplate what is happening. |
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