Perhaps because the Q. and A. format serves to pin him down by counteracting his habit of mercurially changing the subject in mid-stream of consciousness, this interview has considerably more lucidity and clarity than McLuhan’s readers are accustomed to…
Reblogged for photo alone, but the interview is fascinating as well.
PLAYBOY: Why should it be the artist rather than the scientist who perceives these relationships and foresees these trends?
McLUHAN: Because inherent in the artist’s creative inspiration is the process of subliminally sniffing out environmental change. It’s always been the artist who perceives the alterations in man caused by a new medium, who recognizes that the future is the present, and uses his work to prepare the ground for it. But most people, from truck drivers to the literary Brahmins, are still blissfully ignorant of what the media do to them; unaware that because of their pervasive effects on man, it is the medium itself that is the message, not the content, and unaware that the medium is also the massage — that, all puns aside, it literally works over and saturates and molds and transforms every sense ratio. The content or message of any particular medium has about as much importance as the stenciling on the casing of an atomic bomb. But the ability to perceive media-induced extensions of man, once the province of the artist, is now being expanded as the new environment of electric information makes possible a new degree of perception and critical awareness by nonartists.