"The electric technology is within the gates," he wrote, "and we are numb, deaf, blind and mute about its encounter with the Gutenberg technology, on and through which the American way of life was formed."2 He was also sounding a warning about the threat the power poses-and the risk of being oblivious to that threat. But McLuhan, as much a showman as a scholar, was a master at turning phrases, and one of them, sprung from the pages of the book, lives on as a popular saying: "The medium is the message." What's been forgotten in our repetition of this enigmatic aphorism is that McLuhan was not just acknowledging, and celebrating, the transformative power of new communication technologies. Today it has become a cultural relic, consigned to media studies courses in universities. We were approaching "the technological simulation of consciousness, when the creative process of knowing will be collectively and corporately extended to the whole of human society."1Įven at the crest of its fame, Understanding Media was a book more talked about than read. Our isolated, fragmented selves, locked for centuries in the private reading of printed pages, were becoming whole again, merging into the global equivalent of a tribal village. McLuhan declared that the "electric media" of the twentieth century-telephone, radio, movies, television-were breaking the tyranny of text over our thoughts and senses. Understanding Media was at heart a prophecy, and what it prophesied was the dissolution of the linear mind. Oracular, gnomic, and mind-bending, the book was a perfect product of the sixties, that now-distant decade of acid trips and moon shots, inner and outer voyaging. In 1964, just as the Beatles were launching their invasion of America's airwaves, Marshall McLuhan published Understanding Media: The Extensions of Man and transformed himself from an obscure academic into a star. With the wreath'd trellis of a working brain… Internet-Physiological effect.Ĭastle House, 75/76 Wells Street, London W1T 3QTĪ Digression On What The Brain Thinks About When It Thinks About ItselfĪ Digression On Lee de Forest And His Amazing AudionĪ Digression On The Buoyancy Of IQ Scores The shallows: what the Internet is doing to our brains/Nicholas Carr.-1st ed.ġ. Library of Congress Cataloging-in-Publication Data Norton & Company, Inc., 500 Fifth Avenue, New York, NY 10110 Knopf, a division of Random House, Inc.įor information about permission to reproduce selections from this book, write to Permissions, W. Used with the permission of Stanford University Press, "The House Was Quiet and the World Was Calm," copyright 1947 by Wallace Stevens, from The Collected Poems of Wallace Stevens by Wallace Stevens. University for translation © 1986 by Brinkmann and Bose.
Copyright © 1996 by the Board of Trustees of the Leland Stanford Jr. Kittler, translated by Geoffrey Winthrop-Young and Michael Wutz. "The writing ball is a thing like me…" from Gramophone, Film, Typewriter by Friedrich A. We become, neurologically, what we think.The Big Switch: Rewiring the World, from Edison to Google Descartes may have been wrong about dualism, but he appears to have been correct in believing that our thoughts can exert a physical influence on, or at least cause a physical reaction in, our brains. Their brains had changed in response to actions that took place purely in their imaginations-in response, that is, to their thoughts. he found that the people who had only imagined playing the notes exhibited precisely the same changes in their brains as those who had actually pressed the keys. Using a technique called transcranial magnetic stimulation, or TMS, Pascual-Leone mapped the brain activity of all the participants before, during, and after the test. he had the members of the other group sit in front of a keyboard for the same amount of time but only imagine playing the song-without ever touching the keys. He had the members of one group practice the melody on a keyboard for two hours a day over the next five days.
He then split the participants into two groups.
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Pascual-Leone recruited people who had no experience playing a piano, and he taught them how to play a simple melody consisting of a short series of notes.
“Another experiment, conducted by Pascual-Leone when he was a researcher at the National Institutes of Health, provides even more remarkable evidence of the way our patterns of thought affect the anatomy of our brains.
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