Marshall McLuhan, W.H. Auden, Buckminster Fuller: Theatre, Visual Arts, and the Medium’s Message

Marshall McLuhan: The Medium and the Message

Born on July 21, 1911, in Edmonton, Alberta, Marshall McLuhan’s early life saw a move to Winnipeg, Manitoba in 1916. It was here he would commence his academic pursuits, obtaining both BA and MA degrees from the University of Manitoba. An insatiable hunger for knowledge led him to further his education in Cambridge, England, where he achieved another set of BA and MA credentials.

McLuhan’s time at Cambridge saw the blossoming of his unique “aesthetic approach”, rooted deeply in the New Criticism developed there in the 1930s. Influenced by F.R. Leavis and I.A. Richards, McLuhan honed an appreciation for the formal facets of literature — this would later shape his perspective on technological forms. The foundational belief of the New Criticism was that literary meaning emerged from the interplay of words in context, rather than the author’s intent. A piece of literature’s structural and formal elements played pivotal roles in the messaging it conveyed. It’s from this perspective that McLuhan coined his famous axiom, “The medium is the message.”

His early works were both profound and influential. “The Mechanical Bride” (1951) critiqued the societal effects of advertising, and in the 1950s, he worked with Edmund Carpenter on the journal, “Explorations”. Together with Innis and Eric Havelock, this group was termed the Toronto School of Communication, committed to exploring the influence of communication technologies on society’s evolution.

During this period, McLuhan penned significant works including “The Gutenberg Galaxy” (1962), “Understanding Media” (1964), and “The Medium is the Massage” (1967), solidifying his reputation in the communications field. With increased recognition came offers from various institutions. To retain him, the University of Toronto established the Centre for Culture and Technology in 1963. McLuhan’s responsibilities, including supporting a large family, saw him delve into consultancy and commercials, even working with giants like IBM and AT&T. Post the 1964 publication of “Understanding Media”, McLuhan’s fame skyrocketed, leading to numerous media appearances, including a cameo in Woody Allen’s 1977 film, “Annie Hall”.

W.H. Auden: The Poet of the Age

Wystan Hugh Auden, born on 21 February 1907, was an English poet who later adopted American citizenship. Auden’s poetry spans a vast range, from the intimate whispers of “Funeral Blues” to the political overtones of “September 1, 1939”. Born in York and raised near Birmingham, he was a product of England’s independent school system, eventually studying English at Christ Church, Oxford.

The early years of his career, post his time in Berlin during 1928–29, saw him teaching in English public schools. His travels to Iceland and China not only enriched him personally but also inspired books about these expeditions. 1939 marked a pivotal turn in his life when he relocated to the U.S., acquiring citizenship by 1946. He was deeply engaged in the American academic scene, with stints in universities during the early 1940s and occasional visiting professorships in the following decade. Auden’s latter years were spent transitioning between New York and Europe, with winters in New York and summers alternating between Ischia, Italy and Kirchstetten, Austria.

Both McLuhan and Auden were giants in their respective fields, with legacies that continue to shape our understanding of media and poetry. Watch the accompanying video for a deeper dive into their remarkable lives.