Fordham University Masthead Logo DigitalResearch@Fordham CMS Faculty Publications Communications and Media Studies Fall 2012 The ediumM and McLuhan's Message Lance Strate Fordham University,
[email protected] Follow this and additional works at: https://fordham.bepress.com/comm_facultypubs Part of the Communication Commons Recommended Citation Lance Strate (2012), The eM dium and McLuhan's Message, RAZÓN Y PALABRA 80, Aug-Oct 2012. This Article is brought to you for free and open access by the Communications and Media Studies at DigitalResearch@Fordham. It has been accepted for inclusion in CMS Faculty Publications by an authorized administrator of DigitalResearch@Fordham. For more information, please contact
[email protected]. RAZÓN Y PALABRA Primera Revista Electrónica en América Latina Especializada en Comunicación www.razonypalabra.org.mx THE MEDIUM AND MCLUHAN'S MESSAGE Lance Strate1 Marshall McLuhan's famous aphorism, the medium is the message, serves as the title of the first chapter of his most influential work, Understanding Media: The Extensions of Man (2003), originally published in 1964. Its significance extends far beyond that starting point, as this single sentence sums up in pithy and poetic fashion the entirety of McLuhan's approach to the study of media. It would be tempting to designate this statement as the first axiom of McLuhan's media ecology, except for the fact that it is not a logical postulate, but rather is born out of McLuhan's literary sensibilities. As such, it is metaphoric, message being the metaphor for medium, leading us to ask, regarding each and every particular medium, what is the message that it conveys, and what is the effect that it produces? It is also oxymoronic, medium and message typically being considered two quite different elements of the communication process, and in some sense antonymic (paralleling the polarities of sender and receiver).