went into operation in August when almost nothing of importance was happening anywhere in Europe. All the networks were ordered to say something, anything, on this miracle instrument. "It was a new toy and they just had to use it," the men here say. CBS combed Europe for hot news and came up with a sausage-eating contest, which was duly sent back via the miracle ball, although that particular news event could have gone by camelback without losing any of its essence. Any innovation threatens the equilibrium of existing organization. In big industry new ideas are invited to rear their heads so that they can be clobbered at once. The idea department of a big firm is a sort of lab for isolating dangerous viruses. When one is found, it is assigned to a group for neutralizing and immunizing treatment. It is comical, therefore, when anybody applies to a big corporation with a new idea that would result in a great "increase of production and sales." Such an increase would be a disaster for the existing management. They would have to make way for new management. Therefore, no new idea ever starts from within a big operation. It must assail the organization from outside, through some small but competing organization. In the same way, the outering or extension of our bodies and senses in a "new invention" compels the whole of our bodies and senses to shift into new positions in order to maintain equilibrium. A new "closure" is effected in all our organs and senses, both private and public, by any new invention. Sight and sound assume new postures, as do all the other faculties. With the telegraph, the entire method, both of gathering and of presenting news, was revolutionized. Naturally, the effects on language and on literary style and subject matter were spectacular. In the same year, 1844, then, that men were playing chess and lotteries on the first American telegraph, Soren Kierkegaard pub- lished The Concept of Dread. The Age of Anxiety had begun. For with
Understanding Media by Marshall McLuhan Page 276 Page 278