MEDIUM IS THE MASSAGE
Akira the Don, Marshall McLuhan
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Well the title "The Medium Is The Massage" is a teaser A way of getting attention There's a wonderful sign hanging In a Toronto junkyard Which reads 'Help Beautify Junkyards Throw Something Lovely Away Today' This is a very effective way Of getting people to notice a lot of things And so the title is intended To draw attention to the fact that a medium Is not something neutral It does something to people, it takes hold Of them, it rubs them off It massages them and bumps them around The Medium Is the Massage The Medium Is the Massage, the Massage The Medium Is the Massage The Medium Is the Massage, the Massage The medium of our time, electric technology Everything from the lightbulb, the telephone To the computer, to jets To nuclear energy is changing everything We are in the middle of a tremendous Clash between the old and the new The medium does things to people and they Are always completely unware of this And they don't really notice the new Medium that is roughing them up They think of the old medium Because the old medium is always the Content of the new medium As movies tend to be the content of TV And as books used to be the content and all This used to be the content of movies And so every time a new Medium arrives the old medium Is the content and it is Highly observable highly noticeable But the real real roughing up And massaging is done By the new medium and it is ignored The Medium Is the Massage The Medium Is the Massage, the Massage The Medium Is the Massage The Medium Is the Massage, the Massage The idea that television Computers and the rest are just tools that we Use for better or worse isn't true The way you react with Them is what's important Not in them or on them How you use your eyes to see and ears to hear Brings about new forms of Human association and action The way we refer to this new situation Created by the new television massage It is an evaluation made by The old visual types Looking in the rear view mirror as usual Off of something that is threatening the old Values and reversing the old values The Medium Is the Massage The Medium Is the Massage, the Massage The Medium Is the Massage The Medium Is the Massage, the Massage When information is brushed Against information Results are startling and effective We are re-entering the old tribal world But this time we're going going to go through The tribal dance and tribal dream wide awake
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