McLuhan’s note to Skornia from 6/7/59 made the all important point that “We can’t assume that we understand media already!” This was the chief meaning, addressed above all to McLuhan himself, of “the medium is the message”. This had many implications for the NAEB Understanding Media project, not least in regard to testing and demonstration.
We are going to have to devise some new types of testing for non-verbal factors in attitude change resulting from various media. But isn’t this what the project is all about? We can’t assume that we understand media already! Exciting types of testing are [already available] via [such mechanical means as] the abstraction and isolating of single factors by segmental analysis and static snapshotting. I’m prepared to go into this bald-headed, Harry, and to push back frontiers in psychological testing just as much as we have done in other areas already. But I’ll gladly use all the available talent and savvy. (…) We are not going to be content with existing methods of testing but won’t ignore them [either].