McLuhan on dialogue February 1959

Understanding Media must become a book by the same means and procedures that necessitate such a book, following the contours of the new reality.1

In an undated 1959 letter to Harry Skornia, apparently from early February that year, McLuhan described what was both the goal of his Understanding Media project and the only means of working towards that goal and even of communicating about it. Since these were the same, the implicated circularity was exactly the problem that had to be solved: the goal had to be already in effect in order to advance toward the goal.

My suggested approach [to the NAEB project], the one entirely natural to me, is the dialogue form of movement of information between teacher and student [and, indeed, between any interlocutors].  I came across this quote on the dialogue: “The purpose of the dialogue seems to be, first of all, mutual creativeness.  It is not merely the expression of a finished truth, to be exchanged like goods in the market place.  Dialogue is more [an ongoing] shaping2 than a communication of ideas.  But this [ongoing] birth of truth is at the same time an encounter of persons (…) awakening truly creative values in us that lead us to the freedom of self-acceptance.”3 You can see that the electronic media above all, since they are shaped by student and teacher alike, call for this kind of dialogue [or] (…) shared quiz approach.4

  1.  McLuhan to Harry Skornia 3/14/59.
  2. The word “ongoing” has been introduced here and in the following sentence.
  3. The source of this citation is yet to be discovered.
  4. Bold has been added to this passage, but the underlining is original. In another letter to Skornia, later that same month of February 1959, McLuhan stressed the same point: “This reversal (ie, from statement to dialogue) takes whole stress off private, personal role of reader and poet alike.  Both now come to share a common creative action (…) not private editorial perspective.” See the  discussion in Marshall, Harry and Baudelaire.