All media from the phonetic alphabet to the computer are extensions of man that cause deep and lasting Changes in him and transform his environment. Swenson calls this form of self-hypnosis, narcissus, narcosis A syndrome whereby man remains as unaware of the psychic and social effects of his new technology As a fish of the water at Swenson, like he said It's very psychoanalytic, I mean, like explicitly, obviously here, it's a nod to Freud But also he quotes Ewing at the end of his chapter Which discredits him The idea that the media is the message taken to the extreme is almost self-refuting Because the whole reason we're talking about this