A tribute to and a lament for Marshall McLuhan. Five days a week, Tuesday through Saturday, I present one of McLuhan’s observations and talk about its relevance today. 300 ideas. 300 days. 300 posts.
Global village
Surely you’re joking Professor McLuhan
Marshall McLuhan (October, 1967, age 56). The Fire Engine caused slum housing
I spoke at The Museum of New York City on the subject “Media and the Museum.” My colleague and research assistant, Harley Parker, led off with a history of New York recounted in a mix of film, jingles and slides. I’m told it was a disaster. They didn’t like my talk any better. Didn’t expect them to. Nevertheless, I wish my expectations had proved to be less accurate. Thought there was going to be a riot when I told them that the advent of the Fire Engine had caused the proliferation of slum housing in 19th century cities like London, Paris, and New York. But then you can’t expect clear thinking from museum people whose heads are firmly stuck into the ground of the past.
Michael Hinton (October, 2009, age 57). The idea’s not as crazy as it might appear
According to Thomas Hoving, then a curator at The Cloisters, and who was in the audience that afternoon, Parker’s presentation looked like it was thrown together at the last minute and McLuhan’s talk dumbfounded the audience because McLuhan “seldom … [allowed] reason or common sense to get in the way of his unquestionable brilliance.” After McLuhan came out with his observation about the Fire Engine, apparently, a member of the audience interrupted him. “I’m sorry, but I must have misunderstood you. I thought you said the Fire Engine caused slums. Surely I’m mistaken.” No said McLuhan. “Definitely the Fire Engine caused the crowding and congestion, and definitely not the opposite.” After this exchange the audience sat shell shocked in silence until shortly afterward, at 3:15, the director of the museum stood up and suggested that the talk and the meeting – which had been scheduled to continue to 5 pm – be adjourned.
I spoke with Professor Deirdre McCloskey, recently, about McLuhan’s Fire Engine idea. (Professor McCloskey is among other things an expert on economic history, rhetoric and communications.) She laughed. And then she told me that the idea has some merit. Before the advent of the Fire Engine, she explained the slums of big cities would be regularly destroyed by fires. With the coming of the Fire Engine this type of crash and burn city planning came to an end.
What’s the relevance to your life? The case of the Fire Engine and slums is a striking example of how technologies can have unexpected negative and positive effects. They give and they take.
Were slum dwellers in the 19th century better off before or after the coming of the Fire Engine? Is the Internet one the new Fire Engines of our age?
Cordially, Marshall and Me
Reading for this post
Hoving, Thomas. “Marshall McLuhan,” Park East, Thursday, October 19, 1967, pp. 6 and 8.
Marchand, Philip. Marshall McLuhan: the medium and the messenger, 1989, pp. 207-208.
Tags: Global village, History, Medium is the message, Museum, Rhetoric, Technology
In the land of politics
Marshall McLuhan (September, 1964, age 53). These guys don’t get it
I spoke at the Progressive Conservative party’s Conference on goals for Canada. Former Prime Minister Diefenbaker was there when I made my address, but I don’t think he heard what I was saying. He hasn’t been listening a lot lately. Not in the flag debate. Don’t like that new flag much myself but it doesn’t do any good to resist change you must lead it. Among other things I told them that “political parties must now begin to think seriously about their responsibility to teenagers.” I hope they heard that one if they don’t they’re dead.
Michael Hinton (October, 2009, age 57). They still don’t get it
According to journalist Martin Sullivan after Marshall McLuhan spoke, Eugene Forsey, one of the senior figures in the party, turned and said, “Is McLuhan suggesting Diefenbaker should where a Beatle wig?”
To understand the importance of McLuhan’s idea you need to understand some Canadian political history. In 1963, after winning with a minority in 1962 and the largest majority to date in Canadian political history in 1957, John Diefenbaker’s Conservatives were defeated by Mike Pearson’s Liberals. The conference McLuhan spoke at in 1964 had been organized by Dalton Camp. Camp was a major strategist and power broker in the Federal Conservative party, who would orchestrate the removal of John Diefenbaker from the leadership of the party, in ‘the night of the long knives’ in the hopes of shifting the Liberals from power in the next election. Camp believed “there are business and professional men, and the rising generations of young people, who do not find political organization in its traditional form either appealing or challenging.” The conference, as Forsey’s remarks suggest, did not succeed in Camp’s aim which was as he put it, to stimulate, “from fresh springs of awareness new channels of thought, inquiry and purpose. What we cannot do again is merely ingest the realities of a new society into an inert doctrinaire conservatism.” That, however, is precisely what the Conservatives did and the Liberals held onto power for the next 16 years.
Given that today most Canadians under 30 seem to have little interest in the traditional political process and political parties is their anything Canadians learn from this? What about in other countries, such as the United States and Britain, where those under 30 also appear to be disengaged from politics? Why don’t political parties think seriously about their responsibility to teenagers? If they did what would they do differently?
Cordially, Marshall and Me
Reading for this post
Sprague, D.N. Post-Confederation Canada: The structure of Canadian History since 1867. Scarborough, Ont.: Prentice-Hall, 1990, pp. 255-321, and appendix I.
Sullivan, Martin. Mandate ‘68. Toronto: Doubleday, 1968, pp. 89-91.
Tags: Communications, Culture, Education, Global village, Listening, Politics, Rhetoric
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In the still and quiet air of delightful studies
Marshall McLuhan (July, 1938, age 28). California here I am
Corinne is a big find, actually Mother’s find, but I’m really quite delighted with her. If I have my way, and I will, we will be married within a year. Here though my biggest find is at the Huntingdon Library, conveniently located in Pasadena not far from where Corinne and Mother are student actors at the Pasadena Playhouse. Actually the big deal at the Huntingdon is their stunning collection of 16th century English pamphlets, especially those of the much misunderstood Thomas Nashe, who I am placing in the learning of his time for my Ph.D. at Cambridge University. The thesis will be a history of the trivium from Cicero to Nashe, which I see as a battle between the grammarians (and logicians) and rhetoricians.
A lot of ideas to chew on. Here is one. The job of a librarian is to prevent reading. They do a pretty good job of this at the good old Huntingdon.
Michael Hinton (October, 2009, age 57). Preventing reading is a big job
They still do a pretty good job of preventing reading at the Huntingdon. I was there this summer, to see for myself the places where Marshall McLuhan did his research and where he met Corinne. At the Huntingdon, which is a private museum of books and paintings amassed by the inheritor of a fortune earned in railroads. It contains many wonderful things in addition to the pamphlets of Thomas Nashe. There I was able to see McLuhan’s idea that the job of a librarian is to prevent reading in action.
“Could I see the reading room of the Library?” I asked a guide to the library. Answer, “No, you have to make an appointment in advance. Preferably, a week in advance.” I asked another question. “Is the current reading room the reading room that was here in the 1930s?” Answer, “No it isn’t.” “Where was it?” Answer, “You’re standing in it.” I thanked the guide for their help and went and sat down in a red leather reading chair which may well have been there in 1938 and which McLuhan may have sat in, and reflected on how despite the obstacles in the way things sometimes do work out.
There were many books for me to look at for the old reading room was being used to display among other things books on science. They had on display that day all (over 200 in number) of the editions of Darwin’s Origin of Species, from 1867 to 2001. But these books, as McLuhan would not have been surprised to see were in locked display cases and only the covers could be read. The prevention of reading continues.
Why are books better left unread?
Cordially, Marshall and Me
Reading for this post
Marchand, Philip. Marshall McLuhan: The medium and the messenger, pp. 48-64.
McLuhan, Marshall. The Classical Trivium: The place of Thomas Nashe in the learning of his time. Edited by W. Terrence Gordon. Corte Madera, California: Ginko Press, 2006, pp ix-xv.
Tags: Books, Communications, Global village, Librarians, Medium is the message, Reading, Technology
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Beholding the bright countenance of truth
Marshall McLuhan (April, 1974, age 62). It’s easy if you have a question
Ran into a graduate student in the French department here at Toronto University. He seemed down. I asked him what was wrong and he told me that he feels like he’ll never finish his doctoral dissertation. He’s writing on the tragedies of Voltaire and he’s in his 7th year in the program. I gave him a hand. “What’s your definition of tragedy?” I asked. He started to mumble on about tragedy as an art form. “No, no,” I said. “It’s a technological medium of communication designed to deliver tragedy. The Greeks invented it to save their cultural inheritance from the obliterating effects of the invention of the alphabet.” He seemed perplexed. No matter he’s a smart kid. He’ll get it. Especially if he works with the second piece of advice I gave him. Reading is easy if you know what you’re looking for. In other words, come to the book with a question. (That’s what I did in my doctoral dissertation on Thomas Nashe, which is a history of the trivium – the arts of grammar, rhetoric and logic – from the 1st century B.C. to the 17th century A.D.) But enough about this, I must get down to work.
Michael Hinton (October, 2009, age 57). Some questions are better than others
The graduate student McLuhan ran into was Derrick De Kerkhove. What happened to him? Four months later he finished and submitted a 450 page thesis which he successfully defended, and whose defence Marshall McLuhan went to see. (You can read De Kerkhove’s story in the book Who Was Marshall McLuhan?” – see the readings, below.)
McLuhan’s advice about coming to a book, (or anything else – article, magazine, newspaper, blog, tweet) with a question is fascinatingly obvious and a powerful tool for coming away with something valuable and creative rather than just a bunch of facts. But to employ this approach it helps to have some good questions. There are many questions you could ask but some are better than others. Here for example are four general questions that I think are pretty good ones:
- What is the writer trying to tell us?
- How does she go about the telling?
- Why is she telling us this?
- What does it matter if she is right, or wrong?
Is this what McLuhan means by know what you are looking for? What other interpretation(s) are possible? What other questions do you think are useful?
Cordially, Marshall and Me
Reading for this post
Nevitt, Barrington, with Maurice McLuhan. Who was Marshall McLuhan? Exploring a mosaic of impressions. Edited by Frank Zingrone, Wayne Constantineau, and Eric McLuhan, Toronto: Stoddart, 1994, pp. 86-89.
Tags: Books, Communications, Education, Global village, Medium is the message, Reading, Writing
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How Wyndham Lewis said no
Marshall McLuhan (December, 1944, age 33). Wyndham Lewis’s sketch is insulting
Yesterday, recall, I said that great painter Wyndham Lewis presented me with a gift, a charcoal sketch that was really quite a shock. It upset me. Why he drew me this way I still do not know. The fact that it is insulting is obvious.
Michael Hinton (October, 2009, age 57). Why and how the sketch insults
The sketch, recall, shows Marshall McLuhan sitting, legs crossed, looking directly at you. McLuhan has one eye, a big left ear and the top half of his head, brain and all, is missing. McLuhan’s biographers say the portrait upset McLuhan, but they do not say why. It could be McLuhan was hurt because the portrait was unflattering, but that is unlikely.
Here is what I think McLuhan found insulting about the drawing. Lewis did not idly draw McLuhan as one-eyed. The one-eyed figure of Greek and Roman mythology is the Cyclops. A race of giants who work in mines deep below the ground, with lamps hung from their foreheads to light their labours, making iron for the god Vulcan to forge thunder bolts for Jove. In this poison-pen portrait McLuhan is the Cyclops, labouring away in the mines of academia teaching English literature and Lewis is Vulcan. Vulcan, if you look up the legend, fell from grace by conspiring with Juno in a plot against Jupiter and was cast off Mount Olympus. Vulcan landed on the island of Lemnos. (Lewis was cast out of London and landed with McLuhan in St. Louis.) Because Vulcan’s wife Venus had an affair with Mars, Vulcan is also known as the patron of cuckolds.
The portrait is a medium. And Lewis’s poisonous message is that Marshall McLuhan is an intellectual slave. [McLuhan was inspired by Wyndham Lewis's writings. In particular, his idea of the critical role artists play in society and the way technologies wrap around and enclose people, separating them from one another and their sense of the world about them.]
Both McLuhan and Lewis were trained critics. For them this way of thinking in terms of ancient legends and symbols was not a leap, but a natural and obvious step to take.
Take a look at the sketch. (You can find it in Fitzgerald’s book on page 56.) What do you think? Is it insulting?
Cordially, Marshall and Me
Reading for this post
Fitzgerald, Judith. Marshall McLuhan: Wise Guy. Montreal: XYZ Publishing, 2001, pp. 56-62.
Gordon, W. Terrence. Marshall McLuhan: Escape into understanding. Toronto: Stoddart, 1997, pp. 117-121.
Marchand, Philip. Marshall McLuhan: The medium and the messenger. Cambridge, Mass.: MIT Press, 1989; 1998.
“Cyclops,” and “Vulcan” in The Brewer Dictionary of Phrase and Fable.
Tags: Art, Communications, Culture, Global village, Medium is the message, Relationship, Visual medium, Visual perspective, Visual thinking
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For friendship to fail, only one has to say no*
Marshall McLuhan (December, 1944, age 33). Why does Lewis want to hurt me?
This year Lewis presented me with a gift, a charcoal sketch that was really quite a shock. Why he drew me this way I do not know. I did make a comment about his self-portrait, but I meant no harm. His cranial profile in his self-portrait did look just like a tomahawk. Really, since his coming here, I have only tried to help him with his work, his painting, to find him people who will pay him cash to paint their portraits. He needs the money. And he insults me this way. I do not understand.
Michael Hinton (October, 2009, age 57). Lewis’s drawing is a medium of communication
Why Wyndham Lewis – a brilliant English painter and writer temporarily down on his luck that McLuhan admired and wanted to help – was angry with McLuhan is not known. We know he took offense easily, struck out viciously when angered, and was a social boor, and in 1945 would tell McLuhan he wanted nothing more to do with him. We can speculate on what it was exactly that caused him to flame out at McLuhan, but that is not I think very helpful. Instead I want to look at the ways Lewis’s drawing of McLuhan was insulting. That is to examine the way Lewis crafted it to spew forth his venom and have the effect that it did on McLuhan. Why? Because this is the method McLuhan learned from his teachers at Cambridge to analyse a poem or a novel, and which he employed to study media: Look at their effects. Understand how they are produced. Here is a charcoal sketch, a medium of communication. How does it have the effect that it does?
The sketch shows Marshall McLuhan sitting, legs crossed, looking directly at you, with one eye, a big left ear and the top half of his head, brain and all, missing. McLuhan’s biographers say the portrait upset McLuhan, but they do not say why. It could be vanity, but that seems unlikely, for the portrait is quite arresting, and if say a Picasso drew you would you be upset if he made you out of cubes and didn’t make you handsome? (To be continued.)
Have you ever been insulted by someone you thought of as a friend? How did they insult you? In what medium or media? With what result?
Cordially, Marshall and Me
Reading for this post
Fitzgerald, Judith. Marshall McLuhan: Wise guy. Montreal: XYZ Publishing, 2001, pp. 56-62.
Fritz, Robert and Rosalind Fritz. “R is for relationships,” a seminar. Robert Fritz Inc.
Gordon, W. Terrence. Marshall McLuhan: Escape into understanding. Toronto: Stoddart, 1997, pp. 117-121.
Marchand, Philip. Marshall McLuhan: The medium and the messenger. Cambridge, Mass.: MIT Press, 1989; 1998.
*This is part of what Robert Fritz calls the “arithmetic of relationships”.
Tags: Art, Communications, Global village, Medium is the message, Relationship, Robert Fritz, Social media, Visual medium, Visual perspective, Visual thinking
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McLuhan’s Law of Jokes
Marshall McLuhan (September, 1967, age 56). All jokes are based on grievances
I am indebted to funnyman Steve Allen for the observation that all jokes are based on grievances. I ran that backward and got, where there are grievances there are jokes. For example, English Canadians have a lot of grievances about bilingualism. Here’s the joke: Cat is hunting a mouse. Mouse hides in hole. Cat sneaks up to hole and goes, “squeak.” Mouse comes out. Cat eats mouse. Morale of the story? I guess it pays to be bilingual.
Michael Hinton (October, 2009, age 57). The best jokes are based on grievances
In the 1970s Marshall McLuhan had a problem finding a good secretary after the retirement of Marg Stewart, who had worked for him for many years and knew his ways. One of the temps irritated him a great deal by arguing with him about the observation that he borrowed from Steve Allen that all jokes are based on grievances. She insisted on pointing out to him that there were jokes that were not based on grievances. I don’t know what examples she presented him with but here’s one: “Why did the bicycle keep falling asleep? Because it was too/two tired.
It drove McLuhan crazy. Not the jokes, he loved puns. But because of course she was right, Allen’s law of jokes is wrong. But that’s not important. The real law, I will call it McLuhan’s law, is that the best jokes are based on grievances. Best being jokes worth telling because they are funny and because the grievance on which they are based is worth examining. Proof: Take any joke, j, not based on grievances. Then, I assert based on my long study of the literature, that there must exist a joke, j’, based on grievances that is superior in seriousness and funniness. Q.E.D.
Here for example is a joke Marshall McLuhan told at a speech at Johns Hopkins in the 1970s. The big Lufthansa jet was going down in the Mediterranean, a mile off shore. The captain comes on the communication system to speak to the frightened crew and passengers: “For those of you who can swim,” he says, “I say swim towards the setting sun for twenty minutes and you will reach safety. For those of you who cannot swim, I say, Thank you for flying Lufthansa.”
What grievance or grievances is the Lufthansa joke based on? What message do you think McLuhan is sending to his audience in closing his speech with this joke? What message do you think I’m sending in closing this blog with this joke?
Cordially, Marshall and Me
Reading for this post
McLuhan, Marshall. Understanding Me: Lectures and interviews. Edited by Stephanie McLuhan and David Staines. Toronto: McClelland & Stewart, 2003, pp. 139-146.
Rare audio tape of McLuhan speaking at Johns Hopkins in the 1970s. Posted by a reader in a comment to an earlier blog
Tags: Communications, Culture, Global village, Humour, Jokes, Medium is the message
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The second-best meaning of the medium is the message
Marshall McLuhan (July, 1952, age 40). The technique is the content
Yesterday, recall, I said: “Somehow the bugbear of content” has so captured people’s minds that no one thinks about the way content is delivered. They think only about the message not the technique or the technology by which it is sent and received. It is time they did.
Michael Hinton (October 2009, age 57). Imagine your favourite gadget is playing with your mind
Yesterday I talked about the many ways to understand the meaning of the medium is the message, and one way of understanding the phrase that I said was the best way. There is also a second-best way, which I want to talk to you about today. The second-best way is that the medium is affecting the way you think. How? McLuhan believed that our minds see the world through our senses. (This is the concept of the sensorium. An idea he found in the work of Harold Innis.) And the senses are weighted in a particular balance by the dominant media of the day. (In thinking about this balance and changes in it over time and space, it helps to think of the senses as numbering two (eye and ear) rather than five (eye, ear, nose, tongue, and finger tip.) This idea strikes most people who have met it as both right and wrong, brilliant and crackers, science and science fiction.
If you have ever wondered why so many people thought McLuhan makes no sense – in the words of the running joke on the hit TV show, Rowan & Martin’s Laugh-In, which first aired in 1968, “whatcha doin’ Marshall McLuhan?” - this is it. People like Robert K. Merton, “perhaps the most distinguished sociologist” of his day, thought McLuhan was crackers. (Famously, Merton said of a talk McLuhan gave at Columbia University in 1955, “[Your paper is] so chaotic I don’t know where to begin.” McLuhan responded with, “You don’t like those ideas? I got others.”) Tom Wolfe believed he was a genius whose thinking was all but impossible to follow. Neil Postman, who as a student also heard McLuhan’s talk, and went on to become the most distinguished social commentator of his generation, believed McLuhan to be brilliant, but also believed McLuhan’s theories about media having psychological affects via the sensorium to be crackers.
Questions: Which one of the two best ways to understand the meaning of the medium is the message makes the most sense to you? Whose opinion of McLuhan, Merton’s, Wolfe’s, or Postman’s, is most like your own?
Cordially, Marshall and Me
Reading for this post
The Letters of Marshall McLuhan. Selected and edited by Matie Molinaro, Corinne McLuhan, and William Toye. Toronto: Oxford University Press, 1987, p. 231-232.
Marchand, Philip. Marshall McLuhan: The medium and the messenger. Cambridge, Mass.: MIT Press, 1989; 1998, pp. 141-142.
Tags: Communications, Global village, Humour, Jokes, Medium is the message, Social media, Technology
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The meaning of the medium is the message
Marshall McLuhan (July, 1952, age 40). The technique is the content
“Somehow the bugbear of content” has so captured people’s minds that no one thinks about the way content is delivered. They think only about the message not the technique or the technology by which it is sent and received. It is time they did.
Michael Hinton (October 2009, age 57). Imagine the world without your favourite gadget
Here Marshall McLuhan comes very close to saying “the medium is the message.” So close that you can point to his statement in this letter (July 16, 1952) as the earliest statement of the idea. What he actually says is “[you] should be interested in technique as content.” What does he mean when he says this? When an ad is playing on TV is he saying that the TV is persuading us to buy something? Everyman’s McLuhan says “McLuhan never intended the phrase… to have such a literal meaning.” And that McLuhan “rephrased the medium is the message in different ways at different times for different audiences.” For example, he also said: because a medium is an extension of our bodies, minds or spirits, the user is the content; mediums are environments that produce effects on us; ‘the medium of language is its own message”; and the medium is the massage.
Terry Gordon, McLuhan’s offical biographer, gives a handy formula for you to generate an infinite number of interpretations of the medium is the message. Write it as “the medium (insert a defining word or phrase here) is the message (insert another additional defining word or phrase here).” Which allows you to write, for example: “The medium (of the past) is the message (of the medium of the present.) Or “The medium (of Angelina Jolie) is the message (of the medium of Brad Pitt.) Or “The medium (of bullshit) is the message (of the medium of the PR spokesman).”
This is fun, providing a way to pass the time and get academic articles published, but it is not very helpful in understanding Marshall McLuhan or his relevance to your life today. The best way I know to explain the meaning of “the medium is the message” is to say that the world with the medium is different from the world without the medium. And so I agree with Everyman’s McLuhan that when an ad is playing on your TV, your TV is not the message of that ad. You are asking too much from the idea. It explains some things but not everything. To see the relevance of this big idea of Marshall McLuhan ask yourself these two questions: How is the world of business with PowerPoint different from the world of business without PowerPoint? How is your world with cell phones different from the world your parents or grandparents grew up in which was a world without cell phones ?
Cordially, Marshall and Me
Reading for this post
The Letters of Marshall McLuhan. Selected and edited by Matie Molinaro, Corinne McLuhan, and William Toye. Toronto: Oxford University Press, 1987, p. 231-232.
Gordon, W. Terence, Eri Hamaji and Jacob Albert. Everyman’s McLuhan. New York; Mark Batty, 2007.
Tags: Business, Communications, Global village, Medium is the message, Technology
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Machinery is all around us
Marshall (June, 1951, age 39). Machinery is all around us
I was writing to Pound about this, too. Machinery is all around us because we are inside the machine. And the machine is inside us. The two joined in an unholy duality. We have become machines.
Me (October 2009, age 57). Machinery is all around us still
What’s wrong with being a machine? McLuhan explains in the preface to the Mechanical Bride, which was his first book and is about advertising. In the HBO TV series “Mad Men” Don Draper says advertising is about happiness. McLuhan says the purpose of the happiness advertising offers is to get past your mental gatekeeper, to get inside your mind “in order to manipulate, exploit, [and] control.”
Take a look at the ads in Vanity Fair, Vogue or The New Yorker. What is the happiness they are offering? What social myths do they use to get inside us? Why is it easy to see this happening in yesterday’s ads? (More Doctors smoke Luckies than any other cigarette, that’s why we say they’re Doctor recommended.) Why is it harder to see this happening in today’s ads? (Natural American Spirit is the only brand that features both cigarettes made with 100% certified organic tobacco as well as cigarettes made with 100% additive-free, natural tobacco.) (Perhaps this one is not that hard to understand.)
Cordially, Marshall and Me
Reading for this post
The Letters of Marshall McLuhan. Selected and edited by Matie Molinaro, Corinne McLuhan, and William Toye. Toronto: Oxford University Press, 1987, p. 227.
Marshall McLuhan. The Mechanical Bride: Folklore of Industrial Man. Gingko Press, 1951; 2002, pp. v-vii.
Natural American Spirit ad. Vanity Fair, September, 2009, pp. 253-254.
Tags: Advertising, Business, Global village, Mechanical Bride, Medium is the message, Social myths
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