Marshall McLuhan: The Gutenberg Galaxy. The Making of Typographic Man, 1962

In the electronic age which succeeds the typographic and mechanical era of the past five hundred years, we encounter new shapes and structures of human interdependence and of expression which are “oral” in form even when the components of the situation may be non-verbal. This question is raised more fully in the concluding section of The Gutenberg Galaxy. It is not a difficult matter in itself, but it does call for some reorganization of imaginative life. Such a change of modes of awareness is always delayed by the persistence of older patterns of perception. The Elizabethans appear to our gaze as very medieval. Medieval man thought of himself as classical, just as we consider ourselves to be modern men. To our successors, however, we shall appear as utterly Renaissance in character, and quite unconscious of the major new factors which we have set in motion during the past one hundred and fifty years.

Far from being deterministic, however, the present study will, it is hoped, elucidate a principal factor in social change which may lead to a genuine increase of human autonomy.

McLuhan, Marshall. The Gutenberg Galaxy: The Making of Typographic Man. Toronto: University of Toronto Press, 1962.