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Understanding Media: McLuhan 50 years Later

March 10, 2014 4 comments

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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Security and Self-regulation in Software Visual Culture


“Not long ago it would have been an absolutely absurd action to purchase a television or acquire a computer software to intentionally disable its capabilities, whereas today’s media technology is marketed for what it does not contain and what it will not deliver.” The basic argument in Raiford Guins’ Edited Clean Version is so striking in its simplicity but aptness that my copy of the book is now filled with exclamation marks and other scribblings in the margins that shout how I loved it. At times dense but elegantly written, I am so tempted to say that this is the direction where media studies should be going if it did not sound a bit too grand (suitable for a blurb at the back cover perhaps!).

I shall not do a full-fledged review of the book but just flag that its an important study for anyone who wants to understand processes of censorship, surveillance and control. Guins starts from a theoretical set that contains Foucault’s governmentality, Kittler’s materialism and Deleuze’s notion of control, but breathes concrete specificity to the latter making it really a wonderful addition to media studies literature on contemporary culture. At times perhaps a bit repetitive, yet it delivers a strong sense of how power works through control which works through technological assemblages that organize time, spatiality and desire. For Guins, media is security (even if embedding Foucault’s writings on security would have been in this context spot on) — entertainment media is so infiltrated by the logic of blocking, filtering, sanitizing, cleaning and patching (all chapters in the book) that I might even have to rethink my own ideas of seeing media technologies as Spinozian bodies defined by what they can do…Although, in a Deleuzian fashion, control works through enabling. In this case, it enables choice (even if reducing freedom into a selection from pre-defined, preprogrammed articulations). Control is the highway on which you are free to drive as far, and to many places, but it still guides you to destinations. Control works through destinations, addresses — and incidentally, its addresses that structure for example Internet-“space”.

Guins’ demonstrates how it still is the family that is a focal point of media but through new techniques and technologies. Software is at the centre of this regime – software such as the V-Chip that helps parents to plan and govern their children’s TV-consumption. Guins writes: “The embedding of the V-Chip within television manifests a new visual protocol; it makes visible the positive effects of television that it enables: choice, self-regulation, interaction, safe images, and security.” What is exciting about this work is how it deals with such hugely important political themes and logics of control, but is able to do it so immanently with the technological platform he is talking about. Highly recommended, and thumbs up.