or experience into conscious art we "repress" it. It i ^ mechanism s that also serves to numb us in the presence of those extensions of ourselves that are the media studied in this book. For just as a metaphor transforms and transmits experience, so do the media. When we say, "I'll take a rain-check on that," We translate a social invitation into a sporting event, stepping up the conventional regret to an image of spontaneous disappointment: "Your invitation is not just one of those casual gestures that 1 must brush off. It makes me feel all the frustration of an interrupted ball game that I can't get with it." As in all metaphors, there are complex ratios among four parts: "Your invitation is to ordinary invitations as ball games are to conventional social life. It is in this way that by seeing one set of relations through another set that we store and amplify experience in such forms as money. For money is also a metaphor. And all media as extensions of ourselves serve to provide new transforming vision and awareness. "It is an excellent invention," Bacon says, "that Pan or the world is said to make choice of Echo only (above all other speeches or voices) for his wife, for that alone is true philosophy which doth faithfully render the very words of the world ..." Today Mark II stands by to render the masterpieces of literature from any language into any other language, giving as follows, the words of a Russian critic of Tolstoy about "War and World (peace…But nonetheless culture not stands) costs on place. Something translate. Something print." (Boorstin, 141) Our very word "grasp" or "apprehension" points to the process of getting at one thing through another, of handling and sensing many facets at a time through more than one sense at a time. It begins to be evident that "touch" is not skin but the interplay of the senses, and the “keep in touch” and “getting in touch” is a matter of fruitful meeting of senses, of sight translated into sound and sound into movement, and taste and smell. The “common sense” was for many centuries held to be the peculiar human power of translating one kind of experience

Understanding Media by Marshall McLuhan - Page 72 Understanding Media by Marshall McLuhan Page 71 Page 73