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Umberto Boccioni, La città che sale |
I was first properly introduced to Marshall McLuhan in 2013. I already knew his name then—remembered a couple of lectures by a couple of American history and media studies instructors who informed the class that the medium was the message, and it was this cat McLuhan who said so. And we were told what this meant was that the medium by which content is delivered matters more than the content itself—but before any of us in the class could apprehend the full span of the theory's ramifications, we were already on the next topic, the Vast Wasteland, the Vietnam coverage, etc. (There was a lot of material to cover and we were on a schedule, after all.)
But in 2013 I was doing some research for a writing project and landed on
McLuhan's 1969 interview with Playboy. I read it from start to finish, and then went outside and smoked many cigarettes.
It was
nasty medicine, and I had a hard time digesting it. Given my situation—cobbling together a second novel, working at a Quaker library that was in the process of being dismantled, getting short story after short story rejected by literary magazines that nobody who isn't trying to get a short story published has ever heard of, and noticing that people only really paid attention to what I was writing when I was writing about video games they'd played—McLuhan's confident postmortem of literate culture and predictions of a electronically entangled global tribe seemed, on both accounts, supernaturally prescient and profoundly disturbing. I wanted to dismiss his views as the wet dreams of another smug tech millennarian, but it wouldn't make them any less
right. I felt much the same way about McLuhan as I did his contemporary (and fellow Catholic) Andy Warhol—I hate Warhol's art, but can't declaim it as anything less than the pure and perfect artistic product of post-WW2 Western capitalism.
Later on, rereading the last portion of the interview and looking over some other McLuhan-related materials, I discovered that this man, the patron saint of
Wired, was in fact a veritable Luddite. The very soothsayer of the digital revolution foresaw what was coming and proclaimed it to the world—though he
loathed it. He wasn't a tech evangelist—he was more like a doomsday prophet. My grudging respect for McLuhan turned to admiration. Yes, as a tech skeptic, I found him at heart an unexpected ally—there was that. But here was an investigator, a seeker who wanted to understand the world, who, though the findings of his "probes" appalled him, refrained from letting personal sentiment and prejudice color his conclusions and guide his course. That kind of intellectual honesty requires great courage. (I am reminded somewhat of the theologian Nils Runeberg in Jorge Luis Borges' "
Three Versions of Judas.")
While McLuhan was the person who coined the term "global village" to characterize of our new wired world, today we often load the phrase with idyllic or utopian connotations that McLuhan did not intend. Quite the contrary. During a 1977 interview on TV Ontario's
The Education of Mike McManus (incidentally McLuhan's final television appearance), the host asks: "Way back in the early fifties, you predicted that the world was becoming a global village. We'd have global consciousness. And I'm wondering now, do you think it's happening?"