namely that of climbing trees and swinging from limb to limb. The primitive grasping, calculating, and timing of the greater arboreal apes he sees as a translation into financial terms of one of the oldest movement patterns. Just as the hand among the branches of the trees learned a pattern of grasping that was quite removed from the moving of food to mouth, so the trader and the financier have developed enthralling abstract activities that are extensions of the avid climbing and mobility of the greater apes. Like any other medium, it is a staple, a natural resource. As an outward and visible form of the urge to change and to exchange, it is a corporate image, depending on society for its institutional status. Apart from communal participation, money is meaningless, as Robinson Crusoe discovered when he found the coins in the wrecked ship: I smiled to myself at the sight of this money. "O drug!" said I aloud, "What art thou good for? Thou art not worth to me --no, not the taking off the ground: one of those knives is worth all this heap: I have no manner of use for thee; e'en remain where thou art and, go to the bottom, as a creature whose life is not worth saving." However, upon second thoughts, I took it away; and wrapping it all in a piece of canvas, I began to think of making another raft . . . Primitive commodity money, like the magical words of non-literate society, can be a storehouse of power, and has often become the occasion of feverish economic activity. The natives of the South Seas, when they are so engaged, seek no economic advantage. Furious application to production may be followed by deliberate destruction of the products in order to achieve moral prestige. Even in these "potlatch" cultures, however, the effect of the currencies was to expedite and to accelerate human

Understanding Media by Marshall McLuhan - Page 149 Understanding Media by Marshall McLuhan Page 148 Page 150