Meaning: This quote by Marshall McLuhan, a renowned sociologist and communication theorist, reflects on the impact of commercial society on social interactions and the need for guidelines to maintain appropriate social rituals. McLuhan's quote suggests that in a society driven by commercial interests, individuals tend to become more focused on materialistic pursuits and less attentive to social rituals and interactions. As a result, there is a need for clear guidelines and blueprints to help people understand and evoke the appropriate tone for various social occasions.

McLuhan's observation can be interpreted in the context of the increasing influence of consumerism and commercialization on modern society. In a commercial society, where economic activities and consumption play a central role, individuals may prioritize material wealth and success over traditional social rituals and interactions. This shift in values and priorities can lead to a decline in the importance placed on social etiquette and manners, as well as a decreased awareness of the nuances of social interactions.

The phrase "essentially ascetic and indifferent in social ritual" suggests that individuals in a commercial society may adopt a more reserved and detached approach to social engagements. The term "ascetic" typically refers to a lifestyle characterized by self-discipline and self-denial, often associated with a lack of indulgence in social pleasures. In this context, McLuhan may be highlighting the idea that the pursuit of material success and consumerism can lead to a detachment from traditional social rituals and a more reserved or indifferent attitude towards social interactions.

The need for "blueprints and specifications for evoking the right tone for every occasion" reflects the idea that in a commercial society, where social rituals may be undervalued or overlooked, there is a necessity for clear guidelines and instructions on how to navigate and engage in social interactions appropriately. These "blueprints" could take the form of explicit rules of conduct, etiquette guides, or even the use of technology and media to convey the expected tone and behavior for different social occasions.

McLuhan's observation also raises questions about the impact of technology and media on social interactions within a commercial society. In an era where digital communication and social media platforms increasingly shape how individuals engage with one another, the need for clear guidelines and specifications for social interactions becomes even more pertinent. The constant exposure to commercial messages and the commodification of social interactions through digital platforms can further contribute to the need for explicit guidelines on how to evoke the right tone for various social occasions.

Overall, McLuhan's quote prompts us to consider the implications of living in a commercial society where the pursuit of material success and consumerism may influence social rituals and interactions. It underscores the importance of maintaining awareness of social etiquette and the need for clear guidelines to navigate social engagements in a world driven by commercial interests. This insight invites us to critically examine the impact of commercialization and technology on our social interactions and consider how we can preserve and uphold meaningful social rituals in a rapidly changing society.