At any rate, in experimental art, men are given the exact specifications of 'coming violence to their own psyches from their own counter-irritants or technology. For those parts of ourselves that we thrust out in the form of new invention are attempts to counter or neutralize collective pressures and irritations. But the counter-irritant usually proves a greater plague than the initial irritant, like a drug habit. And it is here that the artist can show us how to "ride with the punch," instead of "taking it on the chin " It can only be repeated that human history is a record of "taking it on the chin." Emile Durkheim long ago expressed the idea that the specialized task always escaped the action of the social conscience. In this regard, it would appear that the artist is the social conscience and is treated accordingly! "We have no art," say the Balinese; "we do everything as well as possible." The modern metropolis is now sprawling helplessly after the impact of the motorcar. As a response to the challenge of railway speeds die suburb and the garden city arrived too late, or just in time to become a motorcar disaster. For an arrangement of functions adjusted to one set of intensities becomes unbearable at another intensity. And a technological extension of our bodies designed to alleviate physical stress can bring on psychic stress that may be much worse. Western specialist technology transferred to the Arab world in late Roman times released a furious discharge of tribal energy. The somewhat devious means of diagnosis that have to be used to pin down the actual form and impact of a new medium are not unlike those indicated in detective fiction by Peter Cheyney. In You Cant's Keep the Change (Collins, London, 1956) he wrote: A case to Callaghan was merely a collection of people, some of whom -- all of whom -- were giving incorrect information, or telling lies, because circumstances either forced them or led them into the process.
Understanding Media by Marshall McLuhan Page 78 Page 80