Defending the print medium in 1958 – 3

In McLuhan’s October 1958 ‘Grammars of the Media‘:

  • The fact of being confronted daily with several media has begun to impress upon observers the strange fact that the medium is itself the message. So that we are beginning to understand why a written message is so very different from the same information when spoken or when pictorialized. After four centuries of the virtual monopoly of the printed form, we are now in a situation in which more information is moved by electronic means than by the print medium. That is to say that on the one hand our existing educational establishment is faced with the threat of obsolescence, and on the other hand that our educators are doing nothing at all to articulate or educate awareness of the newly dominant media. Grammars of all media in concert (including the medium of print) are needed, first, to protect and transmit our great stake in the forms and values of the printed word, and equally to foster enlightened use and control of the much more powerful electronic media.  An X-ray unit can get very hot but is not a satisfactory space heater.
  • Print, moreover, had a lineal and segmental bias which quickly invested the minds and attitudes of educators with a new vision and grasp of many problems and possibilities which had been inaccessible to awareness or solution before print. And as we marched on to a realisation of these new goals the antecedent forms of awareness and education simply collapsed and were forgotten. Today, however, we are scarcely ready to accept a similar collapse of all that has been achieved by print and segmental analysis. For our legal and legislative institutions, as well as our schools and colleges, stand on the foundations built by the printed word. Yet the nuclear and electronic forms of imparting information today are wholly destructive of the mechanized and industrial civilization that we have so painfully achieved via print.