Word: giedion
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Dates: during 1970-1979
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MARSHALL McLUHAN, Canadian communications philosopher: The late Siegfried Giedion, Swiss art historian and author of Mechanization Takes Command (1948). He was a student of formal structures in the man-made world and instituted the study of forms in everyday life. His book is a study of the death wish in modern man, with specific application to the mechanization of bread baking and meat packing. His most exciting moment was his discovery of the American barber chair...
...Eating Machine Sack artfully enlarges his vision of the System as Superscapegoat for the Superstate. Basically the book consists of profiles of four Viet Nam veterans. But it is also a metaphor that has been duly certified by such thinkers as Marx, Veblen, Jacques Ellul, Lewis Mumford and Siegfried Giedion (Mechanization Takes Command). The theme is familiar, though no less enticing for having been subject to countless cliches. The oversimplified version goes like this: As technological systems grow more complex, individuals grow less responsible for controlling the consequences...