1.14 Mcluhan on the Revolutionary Effects of Print

"Books are carefully folded forests"

-Saul Williams

“The greatest invention of the nineteenth century was the invention of the method of invention. A new method entered into life, In order to understand our epoch, we can neglect all the details of change, such as railways, telegraphs, radios, spinning machines, synthetic dyes. We must concentrate on the method in itself; that is the real novelty which has broken up the foundations of the old civilization…One element in the new method is just the discovery of how to set about bridging the gap between the scientific ideas, and the ultimate product. It is a process of disciplined attack upon one difficulty after another.”

-Alfred North Whitehead, Science and the Modern World, 1925

“For example, Isaac Newton, whose universal law of gravitation circumscribes the movement of all things under one principle, is charged in 1696 by the king of England with the task of re-minting its entire currency. All the old silver coins, whose value was constantly decreased by being worn down over time, are recalled, and in their place Newton, soon to be made Master of the Mint for his services, substitutes a new currency whose weight and value are as ‘homogeneous, stable, uniform, and predictable’ as the fall of things under the sway of gravity.”

-Robert Romanyshyn, Technology as Symptom and Dream, 1989

"The printing press was the ultimate extension of phonetic literacy: Books could be reproduced in infinite numbers; universal literacy was at last fully possible, if gradually realized; and books became portable individual possessions. Type, the prototype of all machines, ensured the primacy of the visual bias and finally sealed the doom of tribal man. The new medium of linear, uniform, repeatable type reproduced information in unlimited quantities and at hitherto-impossible speeds, thus assuring the eye a position of total predominance in man’s sensorium. As a drastic extension of man, it shaped and transformed his entire environment, psychic and social, and was directly responsible for the rise of such disparate phenomena as nationalism, the Reformation, the assembly line and its offspring, the Industrial Revolution, the whole concept of causality, Cartesian and Newtonian concepts of the universe, perspective in art, narrative chronology in literature and a psychological mode of introspection or inner direction that greatly intensified the tendencies toward individualism and specialization engendered 2000 years before by phonetic literacy. The schism between thought and action was institutionalized, and fragmented man, first sundered by the alphabet, was at last diced into bite-sized tidbits. From that point on, Western man was Gutenberg man."

-Marshall Mcluhan, Playboy interview, 1969

Sources: https://old.reddit.com/r/DilettanteryPodcast/comments/n3u38m/114_mcluhan_on_the_revolutionary_effects_of_print/?