"Today the tyrant rules not by club or fist, but disguised as a market researcher, he shepherds his flocks in the ways of utility and comfort"

This quote by Marshall McLuhan speaks to the power of contemporary society and how it is frequently controlled by those in power. The tyrant these days is no longer a physical oppressor, however rather a more subtle figure who uses the guise of a market researcher to control the masses. This figure has the ability to shepherd individuals in the ways of energy and convenience, utilizing the power of consumerism and the pledge of a better life to control them. This quote speaks with the power of modern society and how it is typically controlled by those in power. It is a pointer that we need to know the power of those in control and how they can utilize it to manipulate us. We need to be alert and not permit ourselves to be made the most of by those in power.