Marshall McLuhan presented his great perceptive idea in his book, The Medium is the Message. We think he better expressed it in parts of his letters, where he put it in plain words for correspondents who didn’t understand it. Combing through the Letters of Marshall McLuhan (Oxford University Press, 1987), we found these entries:
To say that any technology or extension of man creates a new environment is a much better way of saying the medium is the message. Moreover, this environment is always “invisible” and its content is always the old technology. The old technology is altered considerably by the enveloping action of the new technology. [Quoted from a letter to John Culkin, September 17, 1964]
Over and over I’ve talked to groups and individuals about new technology as new environment. Content of new environment is old environment. The new environment is always invisible. Only the content shows, and yet only the environment is really active as shaping force. As Drucker shows . . . , in every situation 10% of the events cause 90% of the events. The 10% area is the sector of opportunity, the 90% area is the area of problems. The opportunity or environmental and innovational area is ignored. All sensible people deal first with problems - that is, the dead issues. . . . To deal with the environment directly is my strategy Harry. To attack the new environment as if it were an artefact capable of being molded. [Quoted from a letter to Harry J. Skornia, October 3, 1964]
I hope you can understand my satisfaction in hearing that you are about to query the observation that “the medium is the message.” I had to get out of the U.S. when people began to accept this without understanding it. It is much safer to have it rejected by people who don’t understand it. . . .
What I am saying is what Wordsworth said in his phrase: “the child is the father of the man.” This seemed like a wild statement at the time. All he meant was that youthful environments shape adult attitudes. All I am saying is that any product or innovation creates both service and disservice environments which reshape human attitudes. These service and disservice environments are always invisible until they have been superseded by new environments. [Quoted from a letter to Jonathan Miller, April 22, 1970]
For a brief biography of Marshall McLuhan, click here.
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