''The Medium Is the Massage: An Inventory of Effects'' is a book co-created by media analyst

Marshall McLuhan Herbert Marshall McLuhan (July 21, 1911 – December 31, 1980) was a Canadian philosopher whose work is among the cornerstones of the study of media theory. He studied at the University of Manitoba and the University of Cambridge. He began his ...

and

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, ...

Quentin Fiore, with coordination by Jerome Agel. It was published by

Bantam Books Bantam Books is an American publishing house owned entirely by parent company Random House, a subsidiary of Penguin Random House; it is an imprint of the Random House Publishing Group. It was formed in 1945 by Walter B. Pitkin, Jr., Sidney B. ...

in 1967 and became a

bestseller A bestseller is a book or other media noted for its top selling status, with bestseller lists published by newspapers, magazines, and book store chains. Some lists are broken down into classifications and specialties (novel, nonfiction book, cookb ...

with a

cult following A cult following refers to a group of fans who are highly dedicated to some person, idea, object, movement, or work, often an artist, in particular a performing artist, or an artwork in some medium. The lattermost is often called a cult classic. ...

. The U.K. edition was published by Allen Lane Penguin Books using

cover art Cover art is a type of artwork presented as an illustration or photograph on the outside of a published product such as a book (often on a dust jacket), magazine, newspaper ( tabloid), comic book, video game (box art), music album (album art), ...

Newsweek ''Newsweek'' is an American weekly online news magazine co-owned 50 percent each by Dev Pragad, its president and CEO, and Johnathan Davis (businessman), Johnathan Davis, who has no operational role at ''Newsweek''. Founded as a weekly print m ...

photographer Tony Rollo. The book is 160 pages in length and composed in an

experimental An experiment is a procedure carried out to support or refute a hypothesis, or determine the efficacy or likelihood of something previously untried. Experiments provide insight into cause-and-effect by demonstrating what outcome occurs when ...

collage Collage (, from the french: coller, "to glue" or "to stick together";) is a technique of art creation, primarily used in the visual arts, but in music too, by which art results from an assemblage of different forms, thus creating a new whole. ...

style with text

superimposed Superimposition is the placement of one thing over another, typically so that both are still evident. Graphics In graphics, superimposition is the placement of an image or video on top of an already-existing image or video, usually to add to ...

on visual elements and vice versa. Some pages are printed backwards and are meant to be read in a mirror. Some are intentionally left blank. Most contain

photographs A photograph (also known as a photo, image, or picture) is an image created by light falling on a photosensitive surface, usually photographic film or an electronic image sensor, such as a CCD or a CMOS chip. Most photographs are now created ...

and images both modern and historic,

juxtaposed Juxtaposition is an act or instance of placing two elements close together or side by side. This is often done in order to compare/contrast the two, to show similarities or differences, etc. Speech Juxtaposition in literary terms is the showing ...

in startling ways.

Origin of the title

The title is a play on McLuhan's often-quoted phrase "

The medium is the message "The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter in his '' Understanding Media: The Extensions of Man'', published in 1964.Originally published in 1964 by Men ...

." The book was initiated by Quentin Fiore. McLuhan adopted the term "massage" to denote the effect of numerous media in how they 'massage' the human

sensorium A sensorium (/sɛnˈsɔːrɪəm/) (plural: sensoria) is the apparatus of an organism's perception considered as a whole, the "seat of sensation" where it experiences, perceives and interprets the environments within which it lives. The term origi ...

. According to biographer, W. Terrence Gordon:

By the time it appeared in 1967, McLuhan recognized his saying was a
cliché A cliché ( or ) is an element of an artistic work, saying, or idea that has become overused to the point of losing its original meaning or effect, even to the point of being weird or irritating, especially when at some earlier time it was consi ...
, 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.

However, the FAQ section on the website maintained by McLuhan's estate says Gordon's interpretation is incomplete and makes its leap of logic for McLuhan to leave it as-is:

Why is the title of the book ''The Medium is the Massage'' and not ''The Medium is the Message''? The title is a mistake. After the book came back from the
typesetter Typesetting is the composition of text by means of arranging physical ''type'' (or ''sort'') in mechanical systems or ''glyphs'' in digital systems representing ''characters'' (letters and other symbols).Dictionary.com Unabridged. Random Ho ...
's, it had on the cover 'Massage'. The title was supposed to read ''The Medium is the Message'', but the typesetter made an error. After McLuhan saw the
typo A typographical error (often shortened to typo), also called a misprint, is a mistake (such as a spelling mistake) made in the typing of printed (or electronic) material. Historically, this referred to mistakes in manual type-setting (typography). ...
, he exclaimed, 'Leave it alone! It's great, and right on target!' Now there are four readings for the last word of the title, all of them accurate: ''Message'' and ''Mess Age'', ''Massage'' and ''Mass Age''.

The "Environment"

"Because McLuhan's terminology is specific in his use of “environment” and “counterenvironment” from 1965 onward (when he returns to this concept as a way of clarifying his saying “the medium is the message”), one must emphasize that in his usage “environment” is not essentially a spatial term, nor one that relates to nature, or even necessarily to place".26

Summary

argues that

technologies Technology is the application of knowledge to reach practical goals in a specifiable and reproducible way. The word ''technology'' may also mean the product of such an endeavor. The use of technology is widely prevalent in medicine, science, ...

—from

clothing Clothing (also known as clothes, apparel, and attire) are items worn on the body. Typically, clothing is made of fabrics or textiles, but over time it has included garments made from animal skin and other thin sheets of materials and natural ...

to the

wheel A wheel is a circular component that is intended to rotate on an axle Bearing (mechanical), bearing. The wheel is one of the key components of the wheel and axle which is one of the Simple machine, six simple machines. Wheels, in conjunction wi ...

to the

book A book is a medium for recording information in the form of writing or images, typically composed of many pages (made of papyrus, parchment, vellum, or paper) bound together and protected by a cover. The technical term for this physical arr ...

and beyond—are the messages, rather than the content of the communication. Basically, in its fundamental essence, ''The Medium is the Massage'' is a graphical and creative representation of his " medium is the message"

thesis A thesis ( : theses), or dissertation (abbreviated diss.), is a document submitted in support of candidature for an academic degree or professional qualification presenting the author's research and findings.International Standard ISO 7144: ...

explored in ''

Understanding Media ''Understanding Media: The Extensions of Man'' is a 1964 book by Marshall McLuhan, in which the author proposes that the media, not the content that they carry, should be the focus of study. He suggests that the medium affects the society in whi ...

''. By playing on words and using the term "massage," McLuhan suggests that modern audiences enjoy

mainstream media In journalism, mainstream media (MSM) is a term and abbreviation used to refer collectively to the various large mass news media that influence many people and both reflect and shape prevailing currents of thought.Chomsky, Noam, ''"What makes mai ...

as soothing, enjoyable, and relaxing. However, the pleasure we find in this media is deceiving, as the changes between society and technology are incongruent, 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, they leave no part of us untouched, unaffected, unaltered. (p. 26).

''The Medium is the Massage'' demonstrates the ways the mainstream media are extensions of human senses; they ground us in physicality, but expand our ability to perceive our world to an extent impossible without them. 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 describes points of change in how people view their universe and the ways in which those views are affected and altered by the adoption of new mainstream media. "The technique of invention was the discovery of the

9th century The 9th century was a period from 801 ( DCCCI) through 900 ( CM) in accordance with the Julian calendar. The Carolingian Renaissance and the Viking raids occurred within this period. In the Middle East, the House of Wisdom was founded in Abbasid ...

" brought on by the adoption of fixed points of view and perspective by

typography Typography is the art and technique of arranging type to make written language legible, readable and appealing when displayed. The arrangement of type involves selecting typefaces, point sizes, line lengths, line-spacing ( leading), and ...

; while " e technique of the suspended judgment is the discovery of the twentieth century," brought on by the

bard In Celtic cultures, a bard is a professional story teller, verse-maker, music composer, oral historian and genealogist, employed by a patron (such as a monarch or chieftain) to commemorate one or more of the patron's ancestors and to praise t ...

abilities of

radio Radio is the technology of signaling and communicating using radio waves. Radio waves are electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). They are generated by an electronic device called a transmit ...

movie A film also called a movie, motion picture, moving picture, picture, photoplay or (slang) flick is a work of visual art that simulates experiences and otherwise communicates ideas, stories, perceptions, feelings, beauty, or atmosphere ...

, and

television programming Broadcast programming is the practice of organizing or ordering (scheduling) of broadcast media shows, typically radio and television, in a daily, weekly, monthly, quarterly or season-long schedule. Modern broadcasters use broadcast automation ...

. Fiore, at the time a prominent graphic designer and communications consultant, composed the visual illustration of these effects compiled by Jerome Agel. Near the beginning of the book, Fiore adopted a pattern in which an image demonstrating a MainStream 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 A facsimile (from Latin ''fac simile'', "to make alike") is a copy or reproduction of an old book, manuscript, map, art print, or other item of historical value that is as true to the original source as possible. It differs from other forms of re ...

—reinforcing McLuhan's argument in this book: each mainstream medium produces a different "massage" or "effect" on the human sensorium.

Related project

audio recording Sound recording and reproduction is the electrical, mechanical, electronic, or digital inscription and re-creation of sound waves, such as spoken voice, singing, instrumental music, or sound effects. The two main classes of sound recording te ...

based on the book was released by

Columbia Records Columbia Records is an American record label owned by Sony Music, Sony Music Entertainment, a subsidiary of Sony Corporation of America, the North American division of Japanese Conglomerate (company), conglomerate Sony. It was founded on Janua ...

in 1967, 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, using various

phonation The term 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 defini ...

s and

falsetto ''Falsetto'' (, ; Italian diminutive of , "false") 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 ed ...

s, discordant sounds and 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."

References

Allan, Kenneth R. (30 April 2015). "Marshall McLuhan and the Counterenvironment: "The Medium Is the Massage"". Art Journal. 73 (4): 22–45. doi:10.1080/00043249.2014.1016337. Retrieved 14 October 2022.1

External links