"To behold, use or perceive any extension of ourselves in technological form is necessarily to embrace it. To listen to the radio or read the printed page is to accept these extensions of ourselves into our personal system and to undergo the "closure" or displacement of perception that follows automatically. It is this continuous embrace of our own technology in daily use that puts us in the Narcissus role of subliminal awareness and numbness in relation to these images of ourselves. By continuously embracing technologies, we relate ourselves to them as servomechanisms. That is why we must, to use them at all, serve these objects, these extensions of ourselves, as gods or minor religions. A [Native American] Indian is the servomechanism of his canoe, as the cowboy of his horse or the executive of his clock.

Physiologically, man in the normal use of his technology is perpetually modified by it and in turn finds new ways of modifying his technology. Man becomes, as it were, the sex organs of the machine world, as the bee of the plant world, enabling it to fecundate and to evolve ever new forms. The machine world reciprocates man's love by expediting his wishes and desires, namely, in providing him with wealth."

Marshall Mcluhan - Understanding Media, 1964