The Medium Is The Massage

Books | by IBC Reviews | 05.14.2015

THE MEDIUM IS THE MASSAGE: Marshall McLuhan and Quentin Fiore

Marshall McLuhan was a cultural icon of the 1960s. His impeccable vision of what was to come/what is today, is uncanny. Dozens of universities awarded McLuhan honorary degrees and he secured a Schweitzer Chair in the humanities at Fordham University. NBC aired ‘This Is Marshall McLuhan’ in March of 1967. The Medium Is The Massage is McLuhan’s  quirky assessment of twentieth century communication, politics and philosophy; augmented by Quentin Fiore’s frenzied photographic surrealism.

McLuhan chanted:
“We look at the present through a rear-view mirror. We march backwards into the future.”
“The ignorance of how to use new knowledge stockpiles exponentially.”
“Politics offers yesterday’s answers to today’s questions.”

He’s enlightening, alarming and, above all, futuristic.

From the book:
–    The dominant organ of sensory and social orientation in pre-alphabet societies was the ear – hearing was believing. The phonetic alphabet forced the magic world of the ear to yield to the natural world of the eye. Man was given an eye for an ear.
–    Everyone is in the best seat.
Everything we do is music.
Theater takes place all the time, where everyone is.
–    At least I know who I was when I got up this morning, but I think I must have been changed several times since then.
–    Real, total war has become an information war. Whenever hot wars are necessary these days, we conduct them in the backyards of the world with the old technologies.
The latest technologies have rendered war meaningless.
The hydrogen bomb is history’s exclamation point.
It ends an age-long sentence of manifest violence!