No society has ever known enough about its actions to have developed immunity to its new extensions or technologies. Today we have begun to sense that art may be able to provide such immunity.
In the history of human culture there is no example of a conscious adjustment of the various factors of personal and social life to new extensions except in the puny and peripheral efforts of artists. The artist picks up the message of cultural and technological challenge decades before its transformative impact occurs. He, then, builds models or Noah's arks for facing the change that is at hand. "The war of 1870 need never have been fought had people read my Sentimental Education," said Gustav Flaubert.
It is this aspect of new art that Kenneth Galbraith recommends to the careful study of businessmen who want to stay in business. For in the electric age there is no longer any sense in talking about the artist's being ahead of his time.. Our technology is, also, ahead of its time, if we reckon by the ability to recognize it for what it is. To prevent undue wreckage in society, the artist tends now to move from the ivory tower to the control tower of society. Just as higher education is no longer a frill or luxury but a stark need of production and operation design in the electric age, so the artist is indispensable in the shaping and analysis and understanding of the life of forms, and structures created by electric technology.
The percussed victims of the new technology have invariably muttered clichés about the impracticality of artists and their fanciful preferences. But in the past century it has come to be generally acknowledged that, in the words of Wyndham Lewis, "The artist is always engaged in writing a detailed history of the future because he is the only person aware of the nature of the present." Knowledge of this simple fact is now needed for human survival. The ability of the artist to sidestep the bully blow of new technology of any age, and to parry such violence with full awareness, is age-old. Equally age-old is the inability of its percussed victims, who cannot sidestep the new violence, to recognize their need of the artist. To reward and make celebrities of artists can, also, be a way of ignoring their prophetic work, and preventing its timely use for survival. The artist is the man in any field, scientific or humanistic, who grasps the implications of his actions and of new knowledge in his own time. He is the man of integral awareness.
-- Marshall McLuhan, Understanding Media: The Extensions of Man