Meaning: Marshall McLuhan, a prominent media theorist, made this insightful observation about the impact of the printing press on society. The quote suggests that the initial reception of the printing press was one of awe and wonder, with many people believing that it would have a lasting and immortalizing effect on the knowledge and culture it disseminated. However, McLuhan notes that Shakespeare, the renowned playwright and poet, seemed to have a different perspective on the matter, implying that he recognized the limitations and complexities of this new technology.

The printing press, invented by Johannes Gutenberg in the 15th century, revolutionized the way information was shared and distributed. Before its invention, books and manuscripts were painstakingly copied by hand, making them scarce and expensive. The printing press allowed for the mass production of written material, leading to a significant increase in the availability of knowledge and the spread of ideas.

The widespread availability of printed materials had a profound impact on society. It facilitated the dissemination of scientific discoveries, religious texts, literature, and political ideas, leading to the democratization of knowledge. This newfound accessibility to information challenged the authority of traditional institutions such as the church and monarchy, giving rise to the Reformation, the Renaissance, and the Enlightenment.

McLuhan's observation about the printing press as an "engine of immortality" reflects the optimism and excitement that surrounded this revolutionary technology. People marveled at the potential for knowledge to be preserved and transmitted across time and space, fundamentally altering the way society functioned.

Shakespeare, often regarded as a keen observer of human nature and society, seemed to have a more nuanced understanding of the printing press. His works, which were produced and disseminated in the early days of the printing press, reflect a deep awareness of the complexities of communication and the human experience. McLuhan's reference to Shakespeare suggests that the playwright may have been attuned to the limitations and potential pitfalls of relying solely on the printed word for the preservation of knowledge and culture.

It is worth noting that McLuhan himself was a proponent of the idea that the medium through which information is transmitted shapes and influences the message itself. In this context, his observation about the printing press can be seen as a reflection of his broader theory that the form of communication technology has a significant impact on society and culture.

In conclusion, Marshall McLuhan's quote about the printing press being mistaken for an "engine of immortality" by everyone except Shakespeare encapsulates the initial excitement and optimism surrounding this transformative technology. It also hints at the nuanced understanding of the complexities of communication and the human experience that Shakespeare seemed to possess. This quote serves as a reminder of the profound impact that the printing press had on society and the enduring relevance of understanding the interplay between technology, communication, and culture.