Understanding Media. Marshall McLuhan

when confronted with the tribal and auditory cultures of the East. As a civilized UNESCO experiment, running water — with its lineal organization of pipes — was installed recently in some Indian villages. Soon the villagers requested that the pipes be removed, for it seemed to them that the whole social life of the village had been impoverished when it was no longer necessary for all to visit the communal well. To us the pipe is a convenience. We do not think of it as culture or as a product of literacy, any more than we think of literacy as changing our habits, our emotions, or our perceptions. To nonliterate people, it is perfectly obvious that the most commonplace conveniences represent total changes in culture.

      The Russians, less permeated with the patterns of literate culture than Americans, have much less difficulty in perceiving and accommodating the Asiatic attitudes. For the West, literacy has long been pipes and taps and streets and assembly lines and inventories. Perhaps most potent of all as an expression of literacy is our system of uniform pricing that penetrates distant markets and speeds the turnover of commodities. Even our ideas of cause and effect in the literate West have long been in the form of things in sequence and succession, an idea that strikes any tribal or auditory culture as quite ridiculous, and one that has lost its prime place in our own new physics and biology.

      All the alphabets is use in the Western world, from that of Russia to that of the Basques, from that of Portugal to that of Peru, are derivatives of the Graeco-Roman letters. Their unique separation of sight and sound from semantic and verbal content made them a most radical technology for the translation and homogenization of cultures. All other forms of writing had served merely one culture, and had served to separate that culture from others. The phonetic letters alone could be used to translate, albeit crudely, the sounds of any language into one-and-the-same visual code. Today, the effort of the Chinese to use our phonetic letters to translate their language has run into special problems in the wide tonal variations and meanings of similar sounds. This has led to the practice of fragmenting Chinese monosyllables into polysyllables in order to eliminate tonal ambiguity. The Western phonetic alphabet is now at work transforming the central auditory features of the Chinese language and culture in order that China can also develop the lineal and visual patterns that give central unity and aggregate uniform power to Western work and organization. As we move out of the Gutenberg era of our own culture, we can more readily discern its primary features of homogeneity, uniformity, and continuity. These were the characteristics that gave the Greeks and Romans their easy ascendancy over the nonliterate barbarians. The barbarian or tribal man, then as now, was hampered by cultural pluralism, uniqueness, and discontinuity.

      To sum up, pictographic and hieroglyphic writing as used in Babylonian, Mayan, and Chinese cultures represents an extension of the visual sense for storing and expediting access to human experience. All of these forms give pictorial expression to oral meanings. As such, they approximate the animated cartoon and are extremely unwieldy, requiring many signs for the infinity of data and operations of social action. In contrast, the phonetic alphabet, by a few letters only, was able to encompass all languages. Such an achievement, however, involved the separation of both signs and sounds from their semantic and dramatic meanings. No other system of writing had accomplished this feat.

      The same separation of sight and sound and meaning that is peculiar to the phonetic alphabet also extends to its social and psychological effects. Literate man undergoes much separation of his imaginative, emotional, and sense life, as Rousseau (and later the Romantic poets and philosophers) proclaimed long ago. Today the mere mention of D. H. Lawrence will serve to recall the twentieth-century efforts made to by-pass literate man in order to recover human “wholeness.” If Western literate man undergoes much dissociation of inner sensibility from his use of the alphabet, he also wins his personal freedom to dissociate himself from clan and family. This freedom to shape an individual career manifested itself in the ancient world in military life. Careers were open to talents in Republican Rome, as much as in Napoleonic France, and for the same reasons. The new literacy had created an homogeneous and malleable milieu in which the mobility of armed groups and of ambitious individuals, equally, was as novel as it was practical.