What is Faraday doing in the text?
December 16th, 2008 ontoligentWhy is Faraday in McLuhan’s text (The Medium is the Massage)? Because McLuhan finds a happy juxtaposition of form and content in him: it is fitting that one of the discoverers of electricity also embodies the values of electric culture that McLuhan espouses-playful, participatory, aliterate. Faraday becomes an ancestral progenitor of the spontaneous participation his medium produces. Although never as foregrounded as Gutenberg, he becomes the cultural fountainhead of the electric in McLuhan’s mythology.
