The 50p Birthday Present

Earlier this year a friend of mine gave me a second-hand book for my birthday. My friend admitted it only cost him 50p and he hadn’t even bothered to wrap it. I already had a copy of the book.

Nonetheless, I was thrilled to receive it, as you can see from the image below, a scan of the inside front cover:

mcluhan_sigThe book in question is a a 1968 Bantam paperback copy of War and Peace in the Global Village by Marshall McLuhan and Quentin Fiore.

[The dedication is from Kurt Vonnegut’s 1963 novel Cat’s Cradle, the Book of Bokonon the primary text of a religion founded by one of its characters. Try this. Who is “sweet Lucy” I wonder?]

Thanks Paul! Brilliant…

McLuhan 3: The Medium is the Massage

A couple of weeks ago, in an idle moment, I picked up The Medium is the Massage again and read it from cover to cover. It took me about an hour. Since then, I’ve read it cover to cover twice more, and am constantly dipping into it. I love it.

The Medium is the Massage wasn’t actually “written” by McLuhan:

The book had in fact been composed by Jerome Agel, who had written a profile of McLuhan in 1965, and Quentin Fiore, a first-class book designer. The two selected or commissioned photographs to accompany excerpts they culled and reshaped from various writings and statements of McLuhan’s. […] McLuhan contributed the punning title and approved the text and layouts. Agel and Fiore evidently did their work well: McLuhan changed only one word. Their mix of text and visuals was indeed a virtuoso feat. They used arresting photographs and artwork and performed interesting experiments with type, laying it upside down, on the slant, or in mirror image, switching its size from page to page, switching between regular and boldface, and so on.
Agel referred to the result as a “cubist” production. McLuhan recognized that it was an effective sales brochure for his ideas. (Marchand 1989, p.192)

Exactly forty years on, the book stands up well: it’s very digital media. The book is a riot of collages, visual puns, voice prints, excerpts from newspapers and magazines, cartoons, abstract patterns, extreme close-ups, black- and white-negative space, and runs the whole gamut of typographical experimentation. It’s the sort of thing that would be quite easy to do now, but was probably very difficult in 1967.

Set against and around this visual feast are expertly chosen and edited nuggets of McLuhan’s writing. The text bounces off the images, argues and agrees with them, works in concert and opposition. It resonates. It’s metaphoric.

The Medium is the Massage remains McLuhan’s bestselling book, and it’s easy to see why: the brevity, the condensation, the humour, the life offered by the interplay between text and image. It’s deep and entertaining. As an introduction to McLuhan it is second to none.

References
Marchand, P. (1989) Marshall McLuhan: The Medium and the Messenger. New York: Tickner & Fields.
McLuhan, M. & Fiore, Q. (1967) The Medium is the Massage. San Francisco: Hardwired.