The electric age of servomechanisms suddenly releases men from the mechanical and specialist servitude of the preceding machine age. As the machine and the motorcar released the horse and projected it onto the plane of entertainment, so does automation with men. We are suddenly threatened with a liberation that taxes our inner resources of self-employment and imaginative participation in society. This would seem to be a fate that calls men to the role of artist in society. It has the effect of making most people realize how much they had come to depend on the fragmentalized and repetitive routines of the mechanical era. Thousands of years ago man, the nomadic food-gatherer, had taken up positional, or relatively sedentary, tasks. He began to specialize. The development of writing and printing were major stages of that process. They were supremely specialist in separating the roles of knowledge from the roles of action, even though at times it could appear that "the pen is mightier than the sword." But with electricity and automation, the technology of fragmented processes suddenly fused with the human dialogue and the need for over-all consideration of human unity. Men are suddenly nomadic gatherers of knowledge, nomadic as never before, informed as never before, free from fragmentary specialism as never before --but also involved in the total social process as never before; since with electricity we extend our central nervous system globally, instantly interrelating every human experience. Long accustomed to such a state in stock-market news or front-page sensations, we can grasp the meaning of this new dimension more readily when it is pointed out that it is possible to "fly" unbuilt airplanes on computers. The specifications of a plane can be programmed and the plane tested under a variety of extreme conditions before it has left the drafting board. So with new products and new organizations of many kinds. We can now by computer, deal with complex social needs with the same architectural certainty that we previously attempted in private housing. Industry as a whole has become

Understanding Media by Marshall McLuhan - Page 395 Understanding Media by Marshall McLuhan Page 394 Page 396