"The “natural magic” of the camera obscura anticipated Hollywood in turning the spectacle of the external world into a consumer commodity or package. (p. 146)"

"A fixed point of view becomes possible with print and ends the image as a plastic organism. (p. 144)"

"The invention of typography confirmed and extended the new visual stress of applied knowledge, providing the first uniformly repeatable “commodity,” the first assembly-line, and the first mass-production. (p. 142)"

"Renaissance Italy became a kind of Hollywood collection of sets of antiquity, and the new visual antiquarianism of the Renaissance provided an avenue to power for men of any class. (p. 136)"

"The sheer increase in the quantity of information movement favoured the visual organization of knowledge and the rise of perspective even before typography. (p. 128)"

"For the oral man the literal text contains all possible levels of meaning. (p. 126)"

"Scribal culture and Gothic architecture were both concerned with light through, not light on. (p. 120)"

"The medieval student had to be paleographer, editor, and publisher of the authors he read. (p. 109)"

"The typographic lore of school children points to the gap between the scribal and typographic man. (p. 103)"

"The manuscript shaped medieval literary conventions at all levels. (p. 99)"

"Manuscript culture is conversational if only because the writer and his audience are physically related by the form of publication as performance. (p. 96)"

"In antiquity and the Middle Ages reading was necessarily reading aloud. (p. 94)"

"Until now a culture has been a mechanical fate for societies, the automatic interiorization of their own technologies. (p. 86)"

"Only a fraction of the history of literacy has been typographic. (p. 84)"

"The method of the twentieth century is to use not single but multiple models for experimental exploration – the technique of the suspended judgement. (p. 81)"

"Primitivism has become the vulgar cliche of much modern art and speculation. (p. 77)"

"A nomadic society cannot experience enclosed space. (p. 73)"

"The increase of visual stress among the Greeks alienated them from the primitive art that the electronic age now reinvents after interiorizing the “unified field” of electric all-at-onceness. (p. 72)"

"The Greeks invented both their artistic and scientific novelties after the interiorization of the alphabet. (p. 66)"

"The Greek “point of view” in both art and chronology has little in common with ours but was much like that of the Middle Ages. (p. 64)"

"The world of the Greeks illustrates why visual appearances cannot interest people before the interiorization of alphabetic technology. (p. 61)"

"The Homeric hero becomes a split-man as he assumes an individual ego. (p. 58)"

"The alphabet is an aggressive and militant absorber and transformer of culture, as Harold Innis was the first to show. (p. 56)"

"All advertising advertises advertising – no ad has its meaning alone. (p. 145)"

"Q: Why is America the land of the overrated child and the underrated adult? Q: How can children grow up in a world in which adults idolize youthfulness? Q: What happens when the ad makers taker over all the popular myths and poetry? (p. 141)"

"The more you make people alike, the more competition you have. Competition is based on the principle of conformity. (p. 135)"

"Q: Do you feel a need to be distinctive and mass-produced? Q: Are you in the groove? That is, are you moving in ever-diminishing circles? Q: How often do you change your mind, your politics, your clothes? (p. 121-125)"

"When you move into a new area, a new territory and learn a new language, the language is not a new subject, it is an environment, it is total. (p. 105)"

"The electronic age is a world in which causes and effects become almost interchangeable, as in music structures. (p. 99)"

"There are no connections in resonant space. There are only interfaces and metamorphoses. (p. 75)"

"The unique innovation of the phonetic alphabet released the Greeks from the universal acoustic spill of tribal societies. (p. 70)"

"Any new technology is an evolutionary and biological mutation opening doors of perception and new spheres of action to mankind. (p. 67)"

"Without an anti-environment, all environments are invisible. (p. 33)"

"The role of the artist is to create an Anti-environment as a means of perception and adjustment. (p. 31)"

"Societies have always been shaped more by the nature of the media by which humans communicate than by the content of the communication. (p. 23)"

"While people are engaged in creating a totally different world, they always form vivid images of the preceding world. (p. 21)"

"The ways of thinking implanted by electronic culture are very different from those fostered by print culture. Since the Renaissance most methods and procedures have strongly tended towards stress on the visual organization of knowledge."

"When we put our central nervous system outside us we returned to the primal nomadic state."

"As Narcissus fell in love with an outering (projection, extension) of himself, man seems invariably to fall in love with the newest gadget or gimmick that is merely an extension of his own body."

"We have become like the most primitive Palaeolithic man, once more global wanderers, but information gatherers rather than food gatherers. From now on the source of food, wealth and life itself will be information."

"Man works when he is partially involved. When he is totally involved he is at play or leisure."

"Man in the electronic age has no possible environment except the globe and no possible occupation except information-gathering."

"By simply moving information and brushing information against information, any medium whatever creates vast wealth."

"Literacy, the visual technology, dissolved the tribal magic by means of its stress on fragmentation and specialization and created the individual."

"The unformulated message of an assembly of news items from every quarter of the globe is that the world today is one city. All war is civil war. All suffering is our own."

"We now live in a technologically prepared environment that blankets the earth itself. The humanly contrived environment of electric information and power has begun to take precedence over the old environment of "nature." Nature, as it were, begins to be the content of our technology."

"The media themselves are the avant-garde of our society. Avant-garde no longer exists in painting, music and poetry, it's the media themselves."

"Today we experience, in reverse, what pre-literate man faced with the advent of writing."

"Metaphor has traditionally been regarded as the matrix and pattern of the figures of speech."

"New media are new languages, their grammar and syntax yet unknown."