![]() ![]() … Nobody opens a book and looks at print … We read print, but we look at manuscript, because manuscript carries the intrinsic signification of the individual who made it.” Reading is an entirely different kind of behavior. “The notion of an observing citizenry somehow sharing the governance of society, this again is a print-created idea.” The idea of the public, this concept did not exist before newspapers.” “The idea of the individual is a post-Medieval concept legitimized by print. And this is in fact how I think reality was seen until the rise of modern science.” And, naturally, if the book is the central metaphor for reality, then reality itself is seen as somehow literary, somehow textual. It’s the idea that somehow the career of the word is the central, overarching metaphor of the age. “So really, like for Joyce, for McLuhan the book is the central symbol of the age, the central mystery of our time. “Nothing is now unconscious if your data-search commands are powerful enough.” ![]() “Joyce is, in ‘The Wake’, making his own alchemeric cave drawings of the entire history of the human mind in terms of its basic gestures and postures during all phases of human culture and technology.” “In McLuhan there is a very deep strain of nostalgia for the essence of the Medieval world of what he called ‘manuscript culture’.” “McLuhan was synonymous with incomprehensibility in the Sixties.” ![]()
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