The Gutenberg Way of Perceiving

The thinking of a person within a culture is highly affected by the dominant means of communication. The messages that these media of written language are sending to us go far beyond the actual content or subject matter of the thing that's being written about. There are latent messages being sent that, as fish in the water, we just don't perceive. Mc luan loved of how when you shift this primary means of communication it shifts what is possible for people within the culture.