“the only people who have proof of their sanity are those who have been discharged from mental institutions”

“There is an impression abroad that literary folk are fast readers. Wine tasters are not heavy drinkers. Literary people read slowly because they sample the complex dimensions and flavors of words and phrases. They strive for totality not lineality. They are well aware that the words on the page have to be decanted with the utmost skill. Those who imagine they read only for "content" are illusioned.”

“The student of media soon comes to expect the New Media of any period whatever to be classed as 'pseudo' by those who acquired the patterns of earlier media, whatever they may happen to be. ”

“We don't know who discovered water, but we know it wasn't the fish.”

“Many a good argument is ruined by some fool who knows what he is talking about.”

“Playboy: Have you ever taken LSD yourself?McLUHAN: No, I never have. I'm an observer in these matters, not a participant.”

“Theirs is the customary human reaction when confronted with innovation: to flounder about attempting to adapt old responses to new situations or to simply condemn or ignore the harbingers of change--a practice refined by the Chinese emperors, who used to execute messengers bringing bad news. The new technological environments generate the most pain among those least prepared to alter their old value structures. The literati find the new electronic environment far more threatening than do those less committed to literacy as a way of life. When an individual or social group feels that its whole identity is jeopardized by social or psychic change, its natural reaction is to lash out in defensive fury. But for all their lamentations, the revolution has already taken place.”