Barry Nevitt's 1980 book — McLuhan's collaborator on Take Today setting down the late McLuhan's aphorisms. Bob returns to it for a McLuhan line on cliché and archetype, for the "Decad" he works into his own titles, and as a byword for McLuhan's "second sight" — prophecy by attending to what is already around you. New to it — start with dialogue 01 for the cliché-archetype quotation.
Across the dialogues
Enters as Nevitt's 1980 book quoting McLuhan — cliché-archetype as "the generator of consciousness," which Bob equates with the Drama of Cognition
Bob lifts Nevitt's 1980 quotation of McLuhan as an early statement of the Drama of Cognition — cliché and archetype generating consciousness.
"the interplay of cliché-archetype as the generator of consciousness"
Cited as the model of scientific prophecy — Nevitt's title as shorthand for McLuhan's "prophecy by looking at what's around you"
Bob makes the book emblematic of McLuhan's method — prophecy not by vision but "by looking at what's around you," Nevitt's ABC of Prophecy as its name.
"the first scientific prophet"
Connections
Nevitt's 1980 book — Bob's source for the McLuhan line on cliché-archetype as "the generator of consciousness."
The book preserves McLuhan on the "interplay of cliché-archetype as the generator of consciousness."
The Nevitt quotation is one of Bob's early statements of the cliché-to-archetype cycle, which he equates with the Drama of Cognition.