ause lack of memory led to changing traditions. Myths and polytheism are central elements of these religious societies. Tradition was crucial in these societies. Riesman had a similar concept he termed tradition-directed. This personality type is dominant in agrarian, rural societies characterized by high birth and death rates. Living in small communities the individual has to follow the strong collective values and religious traditions of the community. Both believed that there was a traditional beginning in which religion was an important central feature around which the community revolved. Where they differed on their opinions was that McLuhan believed that communication was central to oral societies. Spoken word was responsible for creating unity within oral societies. For Riesman the tradition-directed character was guided by the strong collective more and folkways of the community (Garner, 154). McLuhans second type of society was termed literate societies. These societies relied on uniformity of language and resulted in the mergence of nationalism and schooling. Communication over distance and time became possible because written histories were utilized. Individualism increase causing the decline of group life because reading is a solitary activity. For Riesman the second personality type was inner-directed. This personality type is related to the emerging urban, industrial societies characterized by rapid population growth and economic development. The inner-directed person is guided by internalized norms and values learned fro parents. This has to do with rugged individualism and the American dream. Both thought that this second transition concentrated around the idea of individualism. For McLuhan the way people think and feel in societies in which oral communication is the only medium is different from the thoughts and feelings of people in societies dominated by writing. McLuhan invented the term Guttenberg G...
