the medium is the massage

The Medium is the Massage: An Inventory of Effects (1967)
Wikipedia says: This book, published in 1967, was McLuhan's best seller, of nearly a million copies worldwide." Initiated by Quentin Fiore, McLuhan adopted the term "massage" to denote the effect each medium has on the human sensorium, taking inventory of the "effects" of numerous media in terms of how they "massage" the sensorium.

The medium is the message was going to be the original title of this book, so the story goes, but then, according to the Mcluhan website in FAQ:

"Why is the title of the book The Medium is the Massage and not The Medium is the Message? Actually, the title was a mistake. When the book came back from the typesetter's, it had on the cover 'Massage' as it still does. The title was supposed to have read The Medium is the Message but the typesetter had made an error. When McLuhan saw the typo he exclaimed, 'Leave it alone! It's great, and right on target!' Now there are possible four readings for the last word of the title, all of them accurate: Message and Mess Age, Massage and Mass Age."

In inventory of effects

Quentin Fiore (born 1920) is a graphic designer, who has worked mostly in books.

Wikipedia says: Having taken art lessons from renowned artists George Grosz and Hans Hofmann, Fiore later studied at the "New Bauhaus" in Chicago.

Quentin Fiore is noted especially by his designs of the 1960s, where he mixed text and images, different sizes of type and other unconventional devices to create dynamic pages that reflected the tumultuous spirit of the time. In the words of critic Steven Heller, Fiore was "as anarchic as possible while still working within the constraints of bookmaking" ^[1]. Of particular interest are his collaborations with media theorist Marshall McLuhan, such as The Medium is the Massage (1967). Initiated by Fiore, the book has been described as the seed from which the idea that "consciousness can be affected by the knowing collision of verbal and visual information" sprouted ^[2]. The style was pushed further in DO IT!: Scenarios of the Revolution (1970), the controversial yippie manifesto by social activist Jerry Rubin.

Alfred North Whitehead, OM (15 February 1861 – 30 December 1947) was an English mathematician who became a philosopher. He wrote on algebra, logic, foundations of mathematics, philosophy of science, physics, metaphysics, and education. He co-authored the epochal Principia Mathematica with Bertrand Russell.

Wikipedia says: The genesis of Whitehead's process philosophy may be attributed to his having witnessed the shocking collapse of Newtonian physics, due mainly to Albert Einstein's work. His metaphysical views emerged in his 1920 The Concept of Nature and expanded in his 1925 '''Science and the Modern World''', also an important study in the history of ideas, and the role of science and mathematics in the rise of Western civilization. Indebted as he was to Henri Bergson's philosophy of change, Whitehead was also a Platonist who "saw the definite character of events as due to the "ingression" of timeless entities."

In 1927, Whitehead was asked to give the Gifford Lectures at the University of Edinburgh. These were published in 1929 as Process and Reality, the book that founded process philosophy, a major contribution to Western metaphysics. Proponents of process philosophy include Charles Hartshorne and Nicholas Rescher, and his ideas have been taken up by French philosophers Maurice Merleau-Ponty and Gilles Deleuze. In poetry, the work and thought of American Charles Olson was strongly influenced by Whitehead's concepts. Olson referred to him variously as "the cosmologist"[6] and as the "constant companion of my poem."

Process and Reality is famous for its defense of theism, although Whitehead's God differs essentially from the revealed God of Abrahamic religion. Whitehead's Philosophy of Organism gave rise to process theology, thanks to Hartshorne, John B. Cobb, Jr, and David Ray Griffin. Some Christians and Jews find process theology a fruitful way of understanding God and the universe. Just as the entire universe is in constant flow and change, God, as source of the universe, is viewed as growing and changing. Whitehead's rejection of mind-body dualism is similar to elements in traditions such as Buddhism.

The main tenets of Whitehead's metaphysics were summarized in his last and most accessible work, Adventures of Ideas (1933), where he also defines his conceptions of beauty, truth, art, adventure, and peace. He believed that "there are no whole truths; all truths are half-truths. It is trying to treat them as whole truths that plays the devil."

John Dewey (October 20, 1859 – June 1, 1952) was an American philosopher, psychologist, and educational reformer whose ideas have been very influential to education and social reform.

Wikipedia says: Dewey, along with Charles Sanders Peirce and William James, is recognized as one of the founders of the philosophy of pragmatism and of functional psychology. He was a major representative of the progressive and progressive populist[1] philosophies of schooling during the first half of the 20th century in the USA.

Although Dewey is known best for his publications concerning education, he also wrote about many other topics, including experience and nature, art and experience, logic and inquiry, democracy, and ethics.

In his advocacy of democracy, Dewey considered two fundamental elements—schools and civil society—as being major topics needing attention and reconstruction to encourage experimental intelligence and plurality. Dewey asserted that complete democracy was to be obtained not just by extending voting rights but also by ensuring that there exists a fully-formed public opinion, accomplished by effective communication among citizens, experts, and politicians, with the latter being accountable for the policies they adopt.

Finnegans Wake by James Joyce is a work of comic fiction by Irish author James Joyce, significant for an experimental style and its resulting reputation as one of the most difficult works of fiction in the English language.



Wikipedia says: Written in Paris over a period of 17 years, and published in 1939, two years before the author's death, Finnegans Wake was Joyce's final work. The entire book is written in an idiosyncratic language, consisting of multilingual puns and portmanteau words, which attempts to recreate the experience of sleep and dreams. Due to its expansive linguistic experiments, stream of consciousness writing style, literary allusions, free dream associations, and its abandonment of conventions of plot and character construction, Finnegans Wake remains largely unread by the general public.

Despite these obstacles, readers and commentators have reached a broad consensus about the book's central cast of characters and, to a lesser degree, its plot. However, a significant number of details remain elusive. The book treats, in an unorthodox fashion, the Earwicker family, composed of the father HCE, the mother ALP, and their three children Shem the Penman, Shaun the Post, and Issy. Following an unspecified rumour about HCE, the book, in a nonlinear dream narrative, follows his wife's attempts to exonerate him with a letter, his sons' struggle to replace him, Shaun's rise to prominence, and a final monologue by ALP at the break of dawn. The opening line of the book is a sentence fragment, which continues from the book's unfinished closing line, making the work a never-ending cycle.

Joyce began working on Finnegans Wake shortly after the 1922 publication of Ulysses. By 1924 installments of Joyce's new avant-garde work began to appear, in serialized form, in Parisian literary journals Transatlantic Review and transition, under the title "fragments from Work in Progress". The actual title of the work remained a secret until the book was published in its entirety, on 4 May 1939. Initial reaction to Finnegans Wake, both in its serialized and final published form, was largely negative, ranging from bafflement at its radical reworking of the English language to open hostility towards its lack of respect for the conventions of the novel.
The work has since come to assume a preeminent place in English literature, despite its numerous detractors. Anthony Burgess has praised the book as "a great comic vision, one of the few books of the world that can make us laugh aloud on nearly every page." Harold Bloom called the book "Joyce's masterpiece", and wrote that "[if] aesthetic merit were ever again to center the canon [Finnegans Wake] would be as close as our chaos could come to the heights of Shakespeare and Dante." In 1998, the Modern Library placed Finnegans Wake seventy-seventh amongst its list of "Top 100 English-language novels of the twentieth century."

Ballad of a Thin Man - Bob Dylan - Highway 61 revisited

You walk into the room
With your pencil in your hand
You see somebody naked
And you say, "Who is that man?"
You try so hard
But you don't understand
Just what you'll say
When you get home

Because something is happening here
But you don't know what it is
Do you, Mister Jones?

You raise up your head
And you ask, "Is this where it is?"
And somebody points to you and says
"It's his"
And you say, "What's mine?"
And somebody else says, "Where what is?"
And you say, "Oh my God
Am I here all alone?"

Because something is happening here
But you don't know what it is
Do you, Mister Jones?

You hand in your ticket
And you go watch the geek
Who immediately walks up to you
When he hears you speak
And says, "How does it feel
To be such a freak?"
And you say, "Impossible"
As he hands you a bone

Because something is happening here
But you don't know what it is
Do you, Mister Jones?

You have many contacts
Among the lumberjacks
To get you facts
When someone attacks your imagination
But nobody has any respect
Anyway they already expect you
To just give a check
To tax-deductible charity organizations

You've been with the professors
And they've all liked your looks
With great lawyers you have
Discussed lepers and crooks
You've been through all of
F. Scott Fitzgerald's books
You're very well read
It's well known

Because something is happening here
But you don't know what it is
Do you, Mister Jones?

Well, the sword swallower, he comes up to you
And then he kneels
He crosses himself
And then he clicks his high heels
And without further notice
He asks you how it feels
And he says, "Here is your throat back
Thanks for the loan"

Because something is happening here
But you don't know what it is
Do you, Mister Jones?

Now you see this one-eyed midget
Shouting the word "NOW"
And you say, "For what reason?"
And he says, "How?"
And you say, "What does this mean?"
And he screams back, "You're a cow
Give me some milk
Or else go home"

Because something is happening here
But you don't know what it is
Do you, Mister Jones?

Well, you walk into the room
Like a camel and then you frown
You put your eyes in your pocket
And your nose on the ground
There ought to be a law
Against you comin' around
You should be made
To wear earphones

Because something is happening here
But you don't know what it is
Do you, Mister Jones?

Copyright ©1965; renewed 1993 Special Rider Music

Paul Virilio (born 1932 in Paris, France) is a cultural theorist and urbanist. He is best known for his writings about technology as it has developed in relation to speed and power, with diverse references to architecture, the arts, the city and the military.

Wikipedia says: Paul Virilio was born in Paris in 1932. He grew up in the northern coastal French region of Brittany. The Second World War made a big impression on him as the city of Nantes fell victim to the German Blitzkrieg, became a port for the German navy and was bombarded by British and American planes. The "war was his university". After training at the Ecole des Metiers d' Art, Virilio specialised in stained-glass artwork, and worked alongside Henri Matisse in churches in Paris. In 1950, he converted to Christianity. After being conscripted into the army during the Algerian war of independence, Virilio studied phenomenology with Maurice Merleau-Ponty at the Sorbonne.

The war model

Virilio developed what he calls the 'war model' of the modern city and of human society in general and is the inventor of the term 'dromology', meaning the logic of speed that is the foundation of technological society. His major works include War and Cinema, Speed and Politics and The Information Bomb in which he argues, among many other things, that military projects and technologies drive history. Like some other cultural theorists, he rejects labels - including 'cultural theorist' - yet he has been linked by others with post-structuralism and postmodernism. Some people describe Virilio's work as being positioned in the realm of the 'hypermodern'. This description seems most apt, as Virilio works very much with the concepts and artefacts of modernism. He has repeatedly affirmed his links with phenomenology, for example, and offers humanist critiques of modernist art movements such as Futurism. Throughout his books the political and theological themes of anarchism, pacifism and Catholicism reappear as central influences to his self-proclaimed 'marginal' approach to the question of technology. His work has been compared to that of McLuhan, Baudrillard, Deleuze & Guattari, Lyotard, Ellul, and others, although many of these connections are problematic. Virilio is also an urbanist. After having been a longtime resident of the city of Paris, he now lives in La Rochelle.

Virilio's predictions about 'logistics of perception' - the use of images and information in war - (in War and Cinema, 1984) were so accurate that during the Gulf War he was invited to discuss his ideas with French military officers. While Baudrillard infamously argued that the Gulf War did not take place, Virilio argued that it was a 'world war in miniature'.

The integral accident

Technology cannot exist without the potential for accidents. For example, the invention of the locomotive also contained the invention of derailment. Virilio sees the Accident as a rather negative growth of social positivism and scientific progress. The growth of technology, namely television, separates us directly from the events of real space and real time. We lose wisdom, lose sight of our immediate horizon and resort to the indirect horizon of our dissimulated environment. From this angle, the Accident can be mentally pictured as a sort of "fractal meteorite" whose impact is prepared in the propitious darkness, a landscape of events concealing future collisions. Even Aristotle claimed that "there is no science of the accident," but Virilio disagrees, pointing to the growing credibility of simulators designed to escape the accident -- an industry born from the unholy marriage of post-WW2 science and the military-industrial complex. A good example of Virilio's integral accident is Hurricane Katrina and the disastrous events that followed, which brought the eyes of the world upon a single nexus of time and place. From his article on Katrina, "Ah ouai, ce méchant vent, vent qui siffle, siffle. Tout le monde regarde, c'est sur toutes les chaînes, c'est l'émission dont le monde parle. Et c'est tellement, tellement mouillé la bas." Roughly translated, "Oh yeah, that nasty wind, wind that blows, blows. The whole world is watching, it's on every station, it's the program the world is talking about. And it's so, so soggy, down there."

OR, (as McLuhan says)

INVENTION IS THE MOTHER OF

NECESSITY