 [...] In our long striving to recover for the Western world a unity of sensibility and of thought and feeling we have no more been prepared to accept the tribal consequences of such unity than we were ready for the fragmentation of the human psyche by print culture.Key to McLuhan's argument is the idea that technology has no "per se" moral bent—it is a tool that profoundly shapes an individual's and, by extension, a society's self-conception and realization