Full out the plug in order to get back to the physical body.—Marshall McLuhan, 19 December 1978Four Years Before a Massive Stroke Took Away his Ability to Speak, Marshall McLuhan Advised his Son Eric To “Develop the power and habit of listening. It is not a power that I have, and nobody ever told me how to go about getting it.” A notorious talker who would “lecture and discourse nonstop if anyone else was present” (Marchand 273), and who frequently telephoned his friends and colleagues in the wee hours of the morning to discuss his latest idea, this English professor turned media theorist was also one of the first academics to recognize and seize the opportunities offered by the new media of popular culture to reach audiences wider than the readerships of scholarly journals. From the 1960s onward, McLuhan made dozens of appearances on radio and television and even made a cameo film appearance: in Woody Allen's Annie Hall, he silences an arrogant Columbia University professor by declaring, “You know nothing of my work.” At once a raconteur and an aphorist, he was most alive when processing his thoughts aloud to a live audience, whether in a Canadian Broadcasting Corporation recording studio, at his family dinner table, or in his office at the University of Toronto, where he dictated many of his later writings (books, articles, and correspondence) to his secretary, Margaret Stewart (“Marge”). “Telephone conversations with Marshall would turn into miniature symposia,” recalled the University of Toronto president Claude Bissell (qtd. in Nevitt 284). Ironically, given his own wee-hours use of the telephone, McLuhan theorized this medium of secondary (or electronic) orality as “an intensely personal form that ignores all the claims of visual privacy prized by literate man” and as “an irresistible intruder in time or place” (Understanding Media 296).
An Ecological Call to Arms
