Western culture. The literate man, accustomed to an environment in which the visual sense is extended everywhere as a principle of organization, sometimes supposes that the mosaic world of primitive art, or even the world of Byzantine art, represents a mere difference in degree, a sort of failure to bring their visual portrayals up to the level of full visual effectiveness. Nothing could be further from the truth. This, in fact, is a misconception that has impaired understanding between East and West for many centuries. Today it impairs relations between colored and white societies. Most technology produces an amplification that is quite explicit in its separation of the senses. Radio is an extension of the aural, high-fidelity photography of the visual. But TV is, above all, an extension of the sense of touch, which involves maximal interplay of all the senses. For Western man, however, the all-embracing extension had occurred by means of phonetic writing, which is a technology for extending the sense of sight. All non-phonetic forms of writing are, by contrast, artistic modes that retain much variety of sensuous orchestration. Phonetic writing, alone, has the power of separating and fragmenting the senses and of sloughing off the semantic complexities. The TV image reverses this literate process of analytic fragmentation of sensory life. The visual stress on continuity, uniformity, and connectedness, as it derives from literacy, confronts us with the great technological means of implementing continuity and lineality by fragmented repetition. The ancient world found this means in the brick, whether for wall or road. The repetitive, uniform brick, indispensable agent of road and wall, of cities and empires, is an extension, via letters, of the visual sense. The brick wall is not a mosaic form, and neither is the mosaic form a visual structure. The mosaic can be seen as dancing can, but is not structured visually; nor is it an extension of the visual power. For mosaic is not uniform, continuous, or repetitive. It is
Understanding Media by Marshall McLuhan Page 367 Page 369