I read excerpts from Understanding Media as an undergrad Humanities major and was able to find insight and inspiration there. Now, after one year in the work force and rebirth as a graduate student in the tech field, I find it nearly impossible to.
I fully recognize that Marshall McLuhan has long been regarded as a groundbreaking theorist in the realm of media, and that the era in which he was writing was one very different than ours (1964). Still, I can’t seem to get past his pretentious prose and the proliferation of seemingly needless allusions (though maybe they only seem that way because I don’t get a lot of them).
I also find it really difficult to respect the work of someone who refers to people from Asia as “the Oriental” and writes sentences such as “It is this same habit of using the eyes as hands that makes European men so ’sexy’ to American women” — as much as we are supposed to forgive him for living in an age when this kind of ignorance was widely accepted.
Certainly there are some bits of wisdom in his work that shouldn’t be ignored. McLuhan foresaw both the increasing social interconnectedness that results from what he calls “the electric implosion” (online social networks) — as well as the need to feel simultaneously connected and isolated through private music-listening devices (for him, radio; for us, iPods).
Some key passages related to these ideas…
“The immedate prospect for literate, fragmented Western man encountering the electric implosion within his own culture is his steady and rapid transformation into a complex and depth-structured person emotionally away of his total interdependence with the rest of human society.” - p. 50 (First MIT Press edition)
“The power of radio to involve people in depth is manifested in its use during homework by youngsters and by many other people who carry transistor sets in order to provide a private world for themselves amidst crowds.” - pg. 298
He also foresaw that eventually we would be watching movies in the same way that we read books: on a small, portable device (iPod).
As for his idea at large, again, I found it difficult to really grasp and tackle it, as he jumps so quickly from discussion of x medium to an allusion to discussion of y medium to another allusion. Certainly the overall idea that the same message is not actually the same when carried across different media holds great weight. So, too, does the idea that media is more than just a way of receiving information and entertainment. What’s really being said here is that our daily interactions with new media penetrate our psyches, shaping our whole culture in discrete, indirect ways that have a great impact on how we operate as a society. That I can agree with.