Understanding Media: The Extensions of Man

by Marshall McLuhan

Nobody can commit photography alone. It is possible to have at least the illusion of reading and writing in isolation, but photography does not foster such attitudes. If there is any sense in deploring the growth of corporate and collective art forms such as the film and the press, it is surely in relation to the previous individualist technologies that these new forms corrode. Yet if there had been no prints or woodcuts and engravings, there would never have come the photograph. For centuries, the woodcut and the engraving had delineated the world by an arrangement of lines and points that had syntax of a very elaborate kind. Many historians of this visual syntax, like E. H. Gombrich and William M. Ivins, have been at great pains to explain how the art of the hand-written manuscript had permeated the art of the woodcut and the engraving until, with the halftone process, the dots and lines suddenly fell below the threshold of normal vision. Syntax, the net of rationality, disappeared from the later prints, just as it tended to disappear from the telegraph message and from the impressionist painting. Finally, in the pointillisme of Seurat, the world suddenly appeared through the painting. The direction of a syntactical point of view from outside onto the painting ended as literary form dwindled into headlines with the telegraph. With the photograph, in the same way, men had discovered how to make visual reports without syntax.