The Medium is the Massage
Encyclopedia
The Medium is the Massage: An Inventory of Effects is a book co-created by media analyst Marshall McLuhan
and graphic designer
Quentin Fiore
, and coordinated by Jerome Agel. It was published by Bantam books
in 1967 and became a bestseller
and had a cult following
.
The book itself is 160 pages in length and composed in an experimental, collage style with text superimposed on visual elements and vice versa. Some pages are printed backwards and are meant to be read in a mirror (see mirror writing
). Some are intentionally left blank. Most contain photographs and images both modern and historic, juxtaposed in startling ways.
The book was intended to make McLuhan's philosophy of media and communication, considered by some incomprehensible and esoteric, more accessible to a wider readership through the use of visual metaphor
and sparse text.
". The book was initiated by Quentin Fiore
. McLuhan adopted the term "massage" to denote the effect each medium has on the human sensorium, taking inventory of the "effects" of numerous media in terms of how they "massage" the sensorium.
According to McLuhan biographer W. Terrence Gordon, "by the time it appeared in 1967, McLuhan no doubt recognized that his original saying had become a cliché
and welcomed the opportunity to throw it back on the compost heap of language to recycle and revitalize it. But the new title is more than McLuhan indulging his insatiable taste for puns, more than a clever fusion of self-mockery and self-rescue — the subtitle is 'An Inventory of Effects,' underscoring the lesson compressed into the original saying." (Gordon, p. 175.)
However, the FAQ section on the website maintained by McLuhan's estate says that this interpretation is incomplete and makes its own leap of logic as to why McLuhan left it as is:
argues that technologies — from clothing to the wheel to the book, and beyond — are the messages themselves, not the content of the medium. In essence, The Medium is the Massage is a graphical and creative representation of his "medium is the message" thesis seen in Understanding Media.
By playing on words and utilizing the term "massage," McLuhan is suggesting that modern audiences have found current media to be soothing, enjoyable, and relaxing; however, the pleasure we find in new media is deceiving, as the changes between society and technology are incongruent and are perpetuating an Age of Anxiety.
The Medium is the Massage demonstrates how modern media are extensions of human senses; they ground us in physicality, but expand our ability to perceive our world to an extent that would be impossible without the media. These extensions of perception contribute to McLuhan’s theory of the Global Village
, which would bring humanity full circle to an industrial analogue of tribal mentality.
Finally, McLuhan described key points of change in how man has viewed the world and how these views were changed by the adoption of new media. "The technique of invention was the discovery of the nineteenth [century]", brought on by the adoption of fixed points of view and perspective
by typography
, while "[t]he technique of the suspended judgment is the discovery of the twentieth century", brought on by the bard
abilities of radio, movies and television.
Fiore, at the time a prominent graphic designer and communications consultant, set about composing the visual illustration of these effects which were compiled by Jerome Agel. Near the beginning of the book, Fiore adopted a pattern in which an image demonstrating a media effect was presented with a textual synopsis on the facing page. The reader experiences a repeated shifting of analytic registers—from "reading" typographic print to "scanning" photographic facsimiles—reinforcing McLuhan's overarching argument in this book: namely, that each medium produces a different "massage" or "effect" on the human sensorium.
in the late 1960s, produced by John Simon
but otherwise keeping the same credits as the book. The recording consists of a pastiche of statements made by McLuhan interrupted by other speakers, including people speaking in various phonation
s and falsetto
s, discordant sounds and 1960s incidental music in what could be considered a deliberate attempt to translate the disconnected images seen on TV into an audio format, resulting in the prevention of a connected stream of conscious thought. Various audio recording techniques and statements are used to illustrate the relationship between spoken, literary speech and the characteristics of electronic audio media. McLuhan biographer Philip Marchand called the recording "the 1967 equivalent of a McLuhan video."
Marshall McLuhan
Herbert Marshall McLuhan, CC was a Canadian educator, philosopher, and scholar—a professor of English literature, a literary critic, a rhetorician, and a communication theorist...
and graphic designer
Graphic designer
A graphic designer is a professional within the graphic design and graphic arts industry who assembles together images, typography or motion graphics to create a piece of design. A graphic designer creates the graphics primarily for published, printed or electronic media, such as brochures and...
Quentin Fiore
Quentin Fiore
Quentin Fiore is a graphic designer, who has worked mostly in books.Having taken art lessons from renowned artists George Grosz and Hans Hofmann, Fiore later studied at the "New Bauhaus" in Chicago....
, and coordinated by Jerome Agel. It was published by Bantam books
Random House
Random House, Inc. is the largest general-interest trade book publisher in the world. It has been owned since 1998 by the German private media corporation Bertelsmann and has become the umbrella brand for Bertelsmann book publishing. Random House also has a movie production arm, Random House Films,...
in 1967 and became a bestseller
Bestseller
A bestseller is a book that is identified as extremely popular by its inclusion on lists of currently top selling titles that are based on publishing industry and book trade figures and published by newspapers, magazines, or bookstore chains. Some lists are broken down into classifications and...
and had a cult following
Cult following
A cult following is a group of fans who are highly dedicated to a specific area of pop culture. A film, book, band, or video game, among other things, will be said to have a cult following when it has a small but very passionate fan base...
.
The book itself is 160 pages in length and composed in an experimental, collage style with text superimposed on visual elements and vice versa. Some pages are printed backwards and are meant to be read in a mirror (see mirror writing
Mirror writing
Mirror writing is formed by writing in the direction that is the reverse of the natural way for a given language, such that the result is the mirror image of normal writing: it appears normal when it is reflected in a mirror. It is sometimes used as an extremely primitive form of cipher...
). Some are intentionally left blank. Most contain photographs and images both modern and historic, juxtaposed in startling ways.
The book was intended to make McLuhan's philosophy of media and communication, considered by some incomprehensible and esoteric, more accessible to a wider readership through the use of visual metaphor
Metaphor
A metaphor is a literary figure of speech that uses an image, story or tangible thing to represent a less tangible thing or some intangible quality or idea; e.g., "Her eyes were glistening jewels." Metaphor may also be used for any rhetorical figures of speech that achieve their effects via...
and sparse text.
Origin of the title
The title is a play on McLuhan's oft-quoted saying "The medium is the messageThe medium is the message
"The medium is the message" is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.- Publications :...
". The book was initiated by Quentin Fiore
Quentin Fiore
Quentin Fiore is a graphic designer, who has worked mostly in books.Having taken art lessons from renowned artists George Grosz and Hans Hofmann, Fiore later studied at the "New Bauhaus" in Chicago....
. McLuhan adopted the term "massage" to denote the effect each medium has on the human sensorium, taking inventory of the "effects" of numerous media in terms of how they "massage" the sensorium.
According to McLuhan biographer W. Terrence Gordon, "by the time it appeared in 1967, McLuhan no doubt recognized that his original saying had become a cliché
Cliché
A cliché or cliche is an expression, idea, or element of an artistic work which has been overused to the point of losing its original meaning or effect, especially when at some earlier time it was considered meaningful or novel. In phraseology, the term has taken on a more technical meaning,...
and welcomed the opportunity to throw it back on the compost heap of language to recycle and revitalize it. But the new title is more than McLuhan indulging his insatiable taste for puns, more than a clever fusion of self-mockery and self-rescue — the subtitle is 'An Inventory of Effects,' underscoring the lesson compressed into the original saying." (Gordon, p. 175.)
However, the FAQ section on the website maintained by McLuhan's estate says that this interpretation is incomplete and makes its own leap of logic as to why McLuhan left it as is:
"Why is the title of the book The Medium is the Massage and not The Medium is the Message? Actually, the title was a mistake. When the book came back from the typesetter's, it had on the cover 'Massage' as it still does. The title was supposed to have read The Medium is the Message but the typesetter had made an error. When McLuhan saw the typo he exclaimed, 'Leave it alone! It's great, and right on target!' Now there are possible four readings for the last word of the title, all of them accurate: Message and Mess Age, Massage and Mass Age."
Summary
Marshall McLuhanMarshall McLuhan
Herbert Marshall McLuhan, CC was a Canadian educator, philosopher, and scholar—a professor of English literature, a literary critic, a rhetorician, and a communication theorist...
argues that technologies — from clothing to the wheel to the book, and beyond — are the messages themselves, not the content of the medium. In essence, The Medium is the Massage is a graphical and creative representation of his "medium is the message" thesis seen in Understanding Media.
By playing on words and utilizing the term "massage," McLuhan is suggesting that modern audiences have found current media to be soothing, enjoyable, and relaxing; however, the pleasure we find in new media is deceiving, as the changes between society and technology are incongruent and are perpetuating an Age of Anxiety.
All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical, and social consequences that they leave no part of us untouched, unaffected, unaltered. (p. 26)
The Medium is the Massage demonstrates how modern media are extensions of human senses; they ground us in physicality, but expand our ability to perceive our world to an extent that would be impossible without the media. These extensions of perception contribute to McLuhan’s theory of the Global Village
Global Village
Global Village is an Australian television show broadcast by the Australian public broadcaster SBS. The program is hosted by Silvio Rivier, who also does many of the voice overs. In 2008 it combined with Thalassa, a French documentary series, to expand its coverage of coastal areas.Global Village...
, which would bring humanity full circle to an industrial analogue of tribal mentality.
Finally, McLuhan described key points of change in how man has viewed the world and how these views were changed by the adoption of new media. "The technique of invention was the discovery of the nineteenth [century]", brought on by the adoption of fixed points of view and perspective
Perspective (cognitive)
Perspective in theory of cognition is the choice of a context or a reference from which to sense, categorize, measure or codify experience, cohesively forming a coherent belief, typically for comparing with another...
by typography
Typography
Typography is the art and technique of arranging type in order to make language visible. The arrangement of type involves the selection of typefaces, point size, line length, leading , adjusting the spaces between groups of letters and adjusting the space between pairs of letters...
, while "[t]he technique of the suspended judgment is the discovery of the twentieth century", brought on by the bard
Bard
In medieval Gaelic and British culture a bard was a professional poet, employed by a patron, such as a monarch or nobleman, to commemorate the patron's ancestors and to praise the patron's own activities.Originally a specific class of poet, contrasting with another class known as fili in Ireland...
abilities of radio, movies and television.
Fiore, at the time a prominent graphic designer and communications consultant, set about composing the visual illustration of these effects which were compiled by Jerome Agel. Near the beginning of the book, Fiore adopted a pattern in which an image demonstrating a media effect was presented with a textual synopsis on the facing page. The reader experiences a repeated shifting of analytic registers—from "reading" typographic print to "scanning" photographic facsimiles—reinforcing McLuhan's overarching argument in this book: namely, that each medium produces a different "massage" or "effect" on the human sensorium.
Related project
An audio recording based on the book was made by Columbia RecordsColumbia Records
Columbia Records is an American record label, owned by Japan's Sony Music Entertainment, operating under the Columbia Music Group with Aware Records. It was founded in 1888, evolving from an earlier enterprise, the American Graphophone Company — successor to the Volta Graphophone Company...
in the late 1960s, produced by John Simon
John Simon (record producer)
John Simon is an American musician, record producer, and composer. He is best known for his work with The Band as producer and musician on Music from Big Pink and The Band.-Biography:...
but otherwise keeping the same credits as the book. The recording consists of a pastiche of statements made by McLuhan interrupted by other speakers, including people speaking in various phonation
Phonation
Phonation has slightly different meanings depending on the subfield of phonetics. Among some phoneticians, phonation is the process by which the vocal folds produce certain sounds through quasi-periodic vibration. This is the definition used among those who study laryngeal anatomy and physiology...
s and falsetto
Falsetto
Falsetto is the vocal register occupying the frequency range just above the modal voice register and overlapping with it by approximately one octave. It is produced by the vibration of the ligamentous edges of the vocal folds, in whole or in part...
s, discordant sounds and 1960s incidental music in what could be considered a deliberate attempt to translate the disconnected images seen on TV into an audio format, resulting in the prevention of a connected stream of conscious thought. Various audio recording techniques and statements are used to illustrate the relationship between spoken, literary speech and the characteristics of electronic audio media. McLuhan biographer Philip Marchand called the recording "the 1967 equivalent of a McLuhan video."
- "I wouldn't be seen dead with a living work of art." – Old man speaking
- "Drop this jiggery-pokery and talk straight turkey." – Middle aged man speaking
External links
- Tracks 1-2 From the LP "The Medium is the Massage"
- The Medium is the Massage, includes an index to the book