If McLuhan is ever to be understood and applied, chances are it will not happen via academics in the humanities or by artists. The former are not free enough in their thinking, the latter too free. Instead it may be that he will gain a fitting hearing only if his work is able to contribute to ongoing work in the sciences, especially quantum physics. In this way it might be seen to belong together with demonstrable truth sufficiently enough to motivate a fundamentally changed reception among his current champions.
In a substack newslitter to be launched shortly, McLuhan’s new science of media will be used to examine the work of quantum theorists. The hope is that that new science will reveal itself as unremarkably a necessary part of physics as does chemistry or electrical engineering, say, in the James Webb Space Telescope project.