Understanding Media: McLuhan 50 years Later

The new issue of Journal of Visual Culture is a celebration of Marshall McLuhan. The Canadian media theorist’s classic book, Understanding Media: Extensions of Man, was published 50 years ago and editor Raiford Guins asked several writers to remember the book with a very short text. The texts in the issue are reactions, variations, recollections and remediations of McLuhan and his themes.

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My own text (pp.91-93) was written in Istanbul: a short variation on McLuhan, urban space, weaponization and media environments.

Jussi Parikka: “McLuhan at Taksim Square”

I was carrying a fresh copy of Understanding Media with me on Istiklal Street, Istanbul, alongside people in gas masks and police in riot gear. It no longer felt relevant to write about past experiences of engaging with the book or to reflect on McLuhan as a forerunner of media archaeology. This time I did not want to write about ‘anti-McLuhan’ minor histories of media technologies: the ones that do not take media as extensions of Man but as extensions of the animal – for instance, insects – as their starting point (Parikka, 2010).

Travelling from the Anatolian side of Istanbul with a ferry to Kabatas, the chapter on ‘Weapons’ seemed to strike a chord. Extensive tear-gassing and police operations had turned some parts of the city into something unrecognizable, like in a state of emergency. The events at Gezi Park and its occupation grew from an environmental protest to widespread demonstrations across Turkey. Besides the environmental context, the demonstrations were against the authoritarian measures of the state: excessive tear-gassing, random arrests, and persecution of journalists, spokesmen and – women. In the light of McLuhan one starts to think about the various cultural techniques and media contexts of the events in Istanbul. The usual suspects – social media such as Twitter – were quickly acknowledged as important platforms of knowledge sharing but also for a circulation of the affects of outrage, disbelief and defiance. Online media services seemed to quickly open up a new forum for political discussion, crystallized in the inventive use of hashtags as forms of software literacy. When the mainstream media were airing documentaries on penguins, tweets from Gezi were distributing a whole different set of images about what was happening to public space in Turkey. Tear gas produced its own eerie atmosphere on the streets of Istanbul, which had quickly transformed into policed spaces accessible only with gas masks: a denial of the breath (Sloterdijk, 2009).

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Walking up from Kabatas port towards Taksim, one could observe this sort of expansion of the meaning of media. This is where McLuhan is at his best. Media are not only about cinema, television, and radio. We start to see the world as media in itself: roads and surfaces, windows and squares become ways of mediating our relation to time and space. Walls are painted with ad hoc slogans; sprayed with images and words in order to mark a territory but also to leave a trace for the next passerby. The huge letters ‘GAZDOGAN’ referred to the prime minister Tayyip Erdogan and the tear-gas tactics of the government. Not only Facebook walls, but the city walls became quick and dirty media surfaces: I was struck by a photograph of an older Turkish man, in his 70s, drawing the face of Mustafa Kemal Atatürk on the wall. Then he walked to another street corner and drew another face of Mustafa Kemal. It was Kemal who introduced the Latin-based alphabet to Turkey in the 1920s and 1930s: in addition to a Europeanization of Turkey as a way to detach from the writing systems of Arabic and Persian origins, it was also ‘modernization’ in relation to the media technologies of telegraphy and the printing press to which the discrete nature was better suited. The alphabet escorts both a geopolitical orientation as well as entertains a relation to various technological changes not without an effect on our perceptual dispositions.

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Atatürk persists as a symbolic reference point for various nationalist protestors: his political heritage nature is remediated as content of chants and demands of political nature. The visual space is not only about figures of Atatürk but also more carnevalistic: penguins (as a reference to mainstream media censorship) are suddenly as popular a source of remix and memes as cats usually are in internet culture. Political expression takes the form of artistic expression: ‘the artist must ever play and experiment with new means of arranging experience, even though the majority of his audience may prefer to remain fixed in their old perceptual attitudes’, writes McLuhan (2001: 276) in the chapter on the telegraph.

The online and the city are paired up in this production of visual resistance, but let’s not get too focused on content. One is struck by McLuhan’s reminder that ‘the city, itself, is traditionally a military weapon, and is a collective shield or armor plate, an extension of the castle of our very skins’ (p. 374). This idea is informative of the role of security, war and the city, but it also misses the point about the past years of security regimes which turn the city into an autoimmune disorder: the inhabitants become the targets of police forces, in relation to global events such as G8/G20 meetings (Renzi and Elmer, 2012), as well as such events as those in Turkish cities. But this autoimmune disease of the city does not extend the skin, but attacks the respiratory organs of people with tear gas. It burns the skin when the chemicals are infused with the water in water cannons. McLuhan is constantly useful as a reminder that media are everywhere, and are able to lock our senses in particular ways – perhaps not in the way that there would be always one dominating media episteme, such as literacy (cf. McLuhan, 2001: 373), but more temporarily as a form of attention management. Instead, there is a constant contestation as to the forms of media power: mainstream television might be producing visions of coldness, like documentaries about penguins, but that feeds back to remediations that expand the time and space of what we mean by media itself.

 

References

Renzi A and Elmer G (2012) Infrastructure critical: Sacrifice at Toronto’s G8/G20

Conference. Winnipeg: Arbeiter Ring.

McLuhan M (2001[1964]) Understanding Media. London: Routledge.

Parikka J (2010) Insect Media: An Archaeology of Animals and Technology. Minneapolis: University of Minnesota Press.

Sloterdijk P (2009) Terror from the Air, trans. A Patton and S Corcoran. Los Angeles: Semiotext(e).

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  1. March 10, 2014 at 6:40 pm

    I remember reading UM in early 1965. It was a document from a parallel universe. It changed everything. Large parts of my brain and consciousness were swapped out and replaced. The technique of McLuhan was as valuable as his ideas, though it is really hard to think of something he had not already figured out.

  2. March 10, 2014 at 6:47 pm

    A lovely comment – captures well the impact and affect of McLuhan.

  3. March 13, 2014 at 3:26 am

    What an interesting post. So much has been written about McLuhan and yet you still found a new angle.

    I particularly liked this comment “Media are not only about cinema, television, and radio. We start to see the world as media in itself: roads and surfaces, windows and squares become ways of mediating our relation to time and space. Walls are painted with ad hoc slogans; sprayed with images and words in order to mark a territory but also to leave a trace for the next passerby.”

    • March 13, 2014 at 9:08 am

      thanks – the JVC issue looks good, despite that so MUCH has been said about McLuhan…but check out also e.g. Wendy Chun who makes the point: we often talk of McLuhan, don’t always read him though!

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