In Elizabeth Eisenstein's account in The Printing Revolution in Early Modern Europe, print changed readers' expectations of texts, especially their universality and fidelity, since everyone everywhere was (in theory) reading an exact copy of an identical text. This assumption proved particularly instrumental in the subsequent Scientific Revolution. Benedict Anderson thought print helped readers of a common language in a highly fragmented Europe think of themselves as an "imagined community," crucial to forming the modern nation-state. Marshall McLuhan and Walter Ong thought print helped further reorient language from sound to vision, paving the way for our screen-fixated present. This is a reorientation that, as Ong argued extensively, begins with writing itself.
