Biography marshall mcluhan quotes fish

Marshall McLuhan frequently used the fish being unaware of water metaphor as a comment on humans going about their lives, oblivious of the environments created by their technologies, especially media technologies, until these produce disturbances or problems, such as pornography, spam or privacy invasion, or until someone of  “integral awareness,” notably artists, shock us into awareness of the subliminal environment.

Then we see the environment as the heretofore hidden ground, previously obscured by the figures that held our attention because they were patently obvious……..AlexK

“One thing about which fish know exactly nothing is water, since they have no anti-environment which would enable them to perceive the element they live in.” ― Marshall McLuhan, War & Peace in the Global Village (1968)

“Media effects are new environments as imperceptible as water to a fish, subliminal for the most part.” – Counterblast (1969, p.

22)