The message is the medium: immaterialism and McLuhan’s Poetic Excess

Against interpretations of Marshall McLuhan as philosophical materialist, I argue that Understanding Media and its tagline, the medium is the message, show McLuhan to be an immaterialist: a poetic, intuitive thinker, at least as interested in immaterial as in material aspects of the world. From a pragmatic perspective, or one requiring attention to both poetic and technical modes of understanding, McLuhan’s approach—offering a torrent of flashing insights and neglecting the process of empirically assessing these insights—is described as poetic excess. This is a double-edged sword, alienating many readers even as it inspires others. McLuhan’s poetic excess is a rhetorical reminder of the value and power of poetic thinking, and simultaneously of its insufficiency for the fullest understanding. Pleading that his poetic texts should be read rhetorically rather than literally, I argue we should forgive McLuhan’s worst affronts to technical, materialist rationality. McLuhan’s immaterialist epistemology, inseparable from the content of his insights, is a valuable part of his distinctive and foundational contribution to media studies.