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We become what we behold. We shape our tools, and thereafter our tools shape us.
Marshall McLuhan
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We become what we behold. We shape our tools, and thereafter our tools shape us.

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Rationality or consciousness is itself a ratio or proportion among the sensuous components of experience, and is not something added to such sense experience. Subrational beings have no means of achieving such a ratio or proportion in their sense lives but are wired for fixed wave lengths, as it were, having infallibility in their own area of experience. Consciousness, complex and subtle, can be impaired or ended by a mere stepping-up or dimming-down of any one sense intensity, which is the procedure in hypnosis. And the intensification of one sense by a new medium can hypnotize an entire community.

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But the biggest clue seemed to be their expressions. They were hard to explain. Good-natured, friendly, easygoing...and uninvolved. They were like spectators. You had the feeling they had just wandered in there themselves and somebody had handed them a wrench. There was no identification with the job. No saying, "I am a mechanic." At 5 P.M. or whenever their eight hours were in, you knew they would cut it off and not have another thought about their work. They were already trying not to have any thoughts about their work on the job.

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However powerful our technology and complex our corporations, the most remarkable feature of the modern working world may in the end be internal, consisting in an aspect of our mentalities: in the widely held belief that our work should make us happy. All societies have had work at their centre; ours is the first to suggest that it could be something more than a punishment or a penance. Ours is the first to imply that we should seek to work even in the absence of a financial imperative.

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