Published for the first time in 1967 with graphics by Quentin Fiore, The Medium is the Massage. An inventory of effects, is one of the essential books of the 20th century on the theory of communication. Originating from the observation that the media are an extension of the physical and psychic faculties of man, McLuhan outlines the effect that each medium “in itself” has on the senses. The particular structure of each medium in fact renders it non-neutral, and the technological means through which the information is conveyed has an effect on the human sensorium independently of the information in itself.
McLuhan’s philosophy extends to include the world of merchandise, the press, advertising and the arts, and the overlapping of text and image - by Quentin Fiore - reflects on paper the author’s controversial beliefs as the former become an integral part of the message itself. According to Eric McLuhan, Marshall’s son, the title of the book was the result of a typesetting error, which read “Massage” rather than “Message”. When the author saw the mistake in the draft copy he decided to keep the involuntary pun on his famous phrase “The medium is the message”.
Marshall McLuhan (Edmonton, 1911 – Toronto, 1980) owes his fame to his observations on the role and power of the media in the world of communication. A media analyst who taught in various universities in the US, he invented expressions such as “The medium is the message” and “Global village”. He continues to be one of the most influential and controversial figures in the study on communication tools and methods.
Quentin Fiore (1920), pupil of George Grosz, studied at the New Bauhaus in Chicago. Known above all for his work as a graphic designer in the Sixties, he was "as anarchic as possible while still working within the constraints of bookmaking" (Steven Heller). Produced by Jerome Agel.