Understanding Media

As Tzu-Gung was traveling through the regions north of the river Han, he saw an old man working in his vegetable garden. He had dug an irrigation ditch. The man would descend into a well, fetch up a vessel of water in his arms and pour it out into the ditch. While his efforts were tremendous the results appeared to be very meager.

Tzu-Gung said, "There is a way whereby you can irrigate a hundred ditches in one day, and whereby you can do much with little effort. Would you not like to hear of it?"

The gardener stood up, looked at him and said, "And what would that be?"

Tzu Gung replied, "You take a wooden lever, weighted at the back and light in the front. In this way you can bring up water so quickly that it just gushes out. This is called a draw-well."

Then anger rose up in the old man's face, and he said, "I have heard my teacher say that whoever uses machines does all his work like a machine. He who does his work like a machine grows a heart like a machine, and he who carries the heart of a machine in his breast loses his simplicity. He who loses his simplicity becomes unsure in the strivings of his soul. Uncertainty in the strivings of the soul is something which does not agree with honest sense. It is not that I do not know of such things; I am ashamed to use them."

—from Werner Heisenberg, as quoted by Marshall McLuhan,
Understanding Media (1964)