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Product Description
The Medium is the Massage by Mashall McLuhan and Quentin Fiore, paperback reprint, published by Bantam USA.
Iconic book of the 1960s counter-culture, and a key text of media and communications theory.
This book went on, after multiple reprints in different formats, to become McLuhan's best seller, eventually selling nearly a million copies worldwide.
Quentin Fiore, at the time a prominent graphic designer and communications consultant, set about composing the striking visual illustration of McLuhan’s theories, adopting a pattern in which an image demonstrating a media effect was presented with a textual synopsis on the facing page. The reader experiences a repeated shifting of analytic registers—from "reading" typographic print to "scanning" photographic facsimiles—reinforcing McLuhan's overarching argument in this book: namely, that each medium produces a different "massage" or "effect" on the human senses. Type is presented upside down, in different fonts, with full page imagery, and much more.
The title of the published book was a mistake. The title was supposed to have read The Medium is the Message but the typesetter made an error. On seeing the error, ( The Medium is the Massage) McLuhan was very happy & decided to leave it unchanged.
Small format paperback, heavy creasing to spine.
