Marshall McLuhan — Canadian Sociologist born on July 21, 1911, died on December 31, 1980

Herbert Marshall McLuhan, CC was a Canadian philosopher of communication theory and a public intellectual. His work is viewed as one of the cornerstones of the study of media theory, as well as having practical applications in the advertising and television industries. He was educated at the University of Manitoba and Cambridge University and began his teaching career as a Professor of English at several universities in the U.S. and Canada, before moving to the University of Toronto where he would remain for the rest of his life... (wikipedia)

All media exist to invest our lives with artificial perceptions and arbitrary values.
We become what we behold. We shape our tools and then our tools shape us.
Historians and archaeologists will one day discover that the ads of our time are the richest and most faithful reflections that any society ever made of its entire range of activities.
Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.
In this electronic age we see ourselves being translated more and more into the form of information, moving toward the technological extension of consciousness.