love with anything he regarded as himself. Obviously he would have had very different feelings about the image had he known it was an extension or repetition of himself. It is, perhaps, indicative of the bias of our intensely technological and, therefore, narcotic culture that we have long interpreted the Narcissus story to mean that he fell in love with himself, that he imagined the reflection to be Narcissus! Physiologically there are abundant reasons for an extension of ourselves involving us in a state of numbness. Medical researchers like Hans Selye and Adolphe Jonas hold that all extensions of ourselves, in sickness or in health, are attempts to maintain equilibrium. Any extension of ourselves they regard as "autoamputation," and they find that the autoamputative power or strategy is resorted to by the body when the perceptual power cannot locate or avoid the cause of irritation. Our language has many expressions that indicate this self-amputation that is imposed by various pressures. We speak of "wanting to jump out of my skin" or of "going out of my mind," being "driven batty" or "flipping my lid." And we often create artificial situations that rival the irritations and stresses of real life under controlled conditions of sport and play. While it was no part of the intention of Jonas and Selye to provide an explanation of human invention and technology, they have given us a theory of disease (discomfort) that goes far to explain why man is impelled to extend various parts of his body by a kind of autoamputation. In the physical stress of superstimulation of various kinds, the central nervous system acts to protect itself by a strategy of amputation or isolation of the offending organ, sense, or function. Thus, the stimulus to new invention is the stress of acceleration of pace and increase of load. For example, in the case of the wheel as an extension of the toot, the pressure of new burdens resulting from the acceleration of exchange by written and monetary media was the immediate occasion of the extension or "amputation" of this function from

Understanding Media by Marshall McLuhan - Page 52 Understanding Media by Marshall McLuhan Page 51 Page 53