The Gutenberg Galaxy

The Gutenberg Galaxy: The Making of Typographic Man (University of Toronto Press) is a 1962 book by Marshall McLuhan.

McLuhan's The Gutenberg Galaxy studies the emergence of what its author calls Gutenberg Man, the subject produced by the change of consciousness wrought by the advent of the printed book. A propos of his axiom, "The medium is the message ," McLuhan argues that technologies are not simply inventions which people employ but are the means by which people are re-invented. The invention of movable type was the decisive moment in the change from a culture in which all the senses partook of a common interplay to a tyranny of the visual. Movable type, with its ability to reproduce texts accurately and swiftly, extended the drive toward homogeneity and repeatability already in evidence in the emergence of perspectival art and the exigencies of the single "point of view". He writes:

the world of visual perspective is one of unified and homogeneous space. Such a world is alien to the resonating diversity of spoken words. So language was the last art to accept the visual logic of Gutenberg technology, and the first to rebound in the electric age.(136)