Marshall McLuhanisms

People don’t actually read newspapers. They step into them every morning like a hot bath.

The price of eternal vigilance is indifference.
(Indifference-avoidance disorder?)

All advertising advertises advertising.
(Brand-New Brand: Branded-Branding Tool.)

The specialist is one who never makes small mistakes while moving toward the grand fallacy.

When a thing is current, it creates currency.

When you are on the phone or on the air, you have no body.

—Copyright © 1986, McLuhan Associates, Ltd.



Air-Conditioning as a McLuhanist ’Warm Bath’

“When you are on the phone or on the air, you have no body”.

“People don’t actually read newspapers. They step into them every morning like a hot bath.”

When you are in air conditioning, the difference between ‘are’ and ‘body’ disappears. Your not just bathing in media, you are the media; the cold turns on your furnace. Pretty soon you’d rather not go out, you’ve warmed to the bath water. When you’re bathing in any media the universe becomes a subjective place.

When you read a book bathed in light, the reflection of light waves from the page activates neurons; the brain translates the icons into meaning…where you are.

On the Special Tonight: Visible light.

Or on Reality Great Channel! It’s Gravity Fields!

Great! Or REM put it:

Sounds great.
Sounds, like,
An aeroplane.
Lenny Bruce is not afraid.

And I feel fine.

REM from Document
Song: It's The End Of The World As We Know It(and I feel fine).



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