In Chapter 4 of _Understanding Media_, Marshall McLuhan explains how technology acts as extensions of ourselves, often numbing us to its transformative effects. Using the myth of Narcissus, he describes how we become captivated by our technological "reflections," unaware of their impact. McLuhan introduces "autoamputation" as a survival mechanism, likening technology to idols that shape us in their image, as Psalm 115 warns. Social media amplifies this effect, creating a global forum where our voices resonate endlessly. Technology, like Thor's hammer, grants us divine power, yet distracts us from its profound influence on society and human behavior.
Chapter 4 of Marshall McLuhan's 1964 book, Understanding Media, describes how technological innovations furnish us with extensions of our own selves, even though we do not realize it. McLuhan notes that from the myth of Narcissus (the origin of the term narcissism) is the Greek word “narcosis”, or “numbness.” Narcissus was so numbed by the image of himself reflected on the water that he did not realize that he was looking at himself. The same is true of us when we use our hi-tech gadgets.
“With the arrival of electric technology,” writes McLuhan, “man extended, or set outside himself, a live model of the central nervous system itself. To the degree that this is so, it is a development that suggests a desperate and suicidal autoamputation, as if the central nervous system could no longer depend on the physical organs to be protective buffers against the slings and arrows of outrageous mechanism.”
In other words, “autoamputation” is a kind of survival mechanism, by which the body tries to cope with the technological change currently transforming the environment. But the form this attempt at survival takes is the construction of idols. In fact, any use of technology is likened by McLuhan to the beholding of idols. On this point, he quotes Psalm 115, in order to suggest how humans can come to conform themselves to the idols that they behold:
“Their idols are silver and gold,
The work of men’s hands.
They have mouths, but they speak not;
Eyes they have, but they see not;
They have ears, but they hear not;
Noses have they, but they smell not;
They have hands, but they handle not;
Feet have they, but they walk not;
Neither speak they through their throat.
They that make them shall be like unto them;
Yea, every one that trusteth in them.”
In other words, we become like unto the technologies that we construct as extensions of our selves. That is what it means to call them “extensions.” And we are inevitably worshipping ourselves in our fascination with them.
Social media platforms, which serve as de facto public squares where everyone has access to the forum at all times to immediately express whatever is on their minds without the restriction of space and time, provides an unlimited association impossible to achieve before the digital age. Amplified and enlarged, our persons reach across an electronically contracted landscape, where we can be in all places at all times, our voices resounding loudly in the four corners of the earth. Like the hammer of Thor, technology gives us power divine. In the computer age technology is the new religion. But this religion is us. Digital technology extends our central nervous system out into the world. While we gaze at our own reflection, totally absorbed and distracted, the hidden aspects of this powerful media influence human affairs and social conditions: