Over the holidays, I finally found the time to read Marshall McLuhan’s book “Understanding media” (I might have spent time with it during my studies but definitely didn’t pay too much attention back then). Last year, hardly a week went by without me stumbling upon a text which made a reference to the book and its most famous phrase, “The medium is the message”. Now I understand why. McLuhan’s media criticism laid out in his 1964 work feels incredibly contemporary. Occasionally to an almost scary degree.
Among the parts that intrigued me the most were the following three paragraphs, which in my opinion are very suitable to describe current media dynamics and societal events – if one, while reading, replaces the term “radio” with “internet” and “Hitler” with whoever comes to mind.
“That Hitler came into political existence at all is directly owing to radio and public-address systems. This is not to say that these media relayed his thoughts effectively to the German people. His thoughts were of very little consequence. Radio provided the first massive experience of electronic implosion, that reversal of the entire direction and meaning of literate Western civilization. For tribal peoples, for those whose entire social existence is an extension of family life, radio will continue to be a violent experience. Highly literate societies, that have long subordinated family life to individualist stress in business and politics, have managed to absorb and to neutralize the radio implosion without revolution. Not so, those communities that have had only brief or superficial experience of literacy. For them, radio is utterly explosive.
“The power of radio to retribalize mankind, its almost instant reversal of individualism into collectivism, Fascist or Marxist, has gone unnoticed. So extraordinary is this unawareness that it is what needs to be explained. The transforming power of media is easy to explain, but the ignoring of this power is not at all easy to explain. It goes without saying that the universal ignoring of the psychic action of technology bespeaks some inherent function, some essential numbing of consciousness such as occurs under stress and shock conditions.”
“Just as we now try to control atom-bomb fallout, so we will one day try to control media fallout. Education will become recognized as civil defense against media fallout. The only medium for which our education now offers some civil defense is the print medium. The educational establishment, founded on print, does not yet admit any other responsibilities.
Clearly, education has failed to offer a large-scale civil defense against internet fallout.
Update: Have a look at the excellent comment discussion about the thoughts in this post on Hacker News.
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Photo: Flickr/Alan Levine, CC BY 2.0