McLuhan continued his torrid pace of notes to Harry Skornia in June 1959 with this on the 8th:
Basically the trouble with the tests that isolate factors and fragment situations is that they are derivatives of Gutenberg (albeit subliminal). These procedures won’t touch the realities of the all-at-once electronic world of configurations. Our Ford seminar simulcast was a crude sample of new approach but via older method, like skis on grass. The whole subliminal side of the Gutenberg era now comes home to roost, as it were, in the tester’s hay mow. (…) You see, the [Dewey] general theory leads to batch of mechanical model experiments. Can we get from my general theory that medium is the message to a similar set of mechanical models?1 Why not?2
McLuhan was working his way here to the point he would make explicitly in his letter to Skornia two weeks later on June 25, namely, that investigation of the interior landscape required new science and would only be distorted if approached within the old science of “mechanical model experiments”. However, perhaps his “dynamic model” could be illuminated by considering exactly how and why it was not fitted to “mechanical model experiments”. If not, “why not?” How and why did such experiments get ‘mowed’ down?
Another possible tack towards open collective investigation was to focus on the difference between the Gutenberg era and the Marconi era in regard to the subliminal:
A project to bring all aspects of our old and new media technology out of the subliminal into the levels of intellectual day? You see, the all-at-once dynamic of the electronic doesn’t permit any subliminal side any more. Print had a huge subliminal side just because it favored one level of meaning at a time; applied knowledge equals one scrap at a time.
Behind these suggests was the notion that media could be compared structurally. The subliminal aspects of the Gutenberg era which were unconscious and excluded could be considered as a negative property, while the conscious and included subliminal of the Marconi era could be considered as a positive one. The sign between the era/medium and the subliminal would vary, as could the relation to the conscious and unconscious, but the medial +/- structure would not. Just as the dis-covery of the common elementary structure had been the key to chemistry, and DNA structure to genetics, McLuhan’s suggestion was that media require comparable structural definition and that it, too, must be formulated as a variable ratio.
“The medium is the message” in this way had two structural meanings. First, that everything depended on specification of “the medium” as a single but variable structure. The message to researchers was the need to establish such medial specification. Second, that such specification must be derived from the structure of the electric medium now dominating all contemporary life. The message to researchers was that this medium was already everywhere in force and that its signature was the digital (0/1) ratio.
- McLuhan’s question “Can we get from (…) to” implicates the “paradox” that he would note repeatedly in his later writings: “The basis of all paradox, Christian and secular, is to be found in the sixth book of the Physics of Aristotle, to which Aquinas refers in his Summa Theologica (…) The question for Aquinas is whether justification by faith occurs instantly or gradually. Aquinas says it occurs instantly because — here he appeals to Aristotle’s Physics — “the whole preceding time during which anything moves towards its form, it is under the opposite form”. (CA, 160) His earlier assertion that “these (mechanical) procedures won’t touch the realities” goes to the same point. Ultimately, the question at stake here and throughout McLuhan’s work concerns if and how the world can transition (as he himself had done around 1950) from meaning anchored in the book to meaning implicated in the interplay of all media. ↩
- In his following letter to Skornia 2 days later (June 10, 1959), McLuhan set out the same point, again in relation to Dewey: “These matters are easy of test and valid for investigation. But they are not mechanical models of testing. They are nearer to Dewey’s ‘learning by doing’ pattern” (than to mechanical models). ↩