The Medium Is the Message Is the Metaphor: Cool Reason and the Young Intellectual Public of Marshall McLuhan
Bibliographic record
Abstract
Background Following recent reappraisals of the work of media and communications theorist Marshall McLuhan, this article argues that an overlooked aspect of his appeal and celebrity is not only his famous use of metaphor, but also a countercultural stance suggested by this use of metaphor. Analysis Applying Michael Warner’s arguments about publics to McLuhan’s rhetorical style, the article focuses partly on 1) the 1967 film This Is Marshall McLuhan: The Medium Is the Massage and how it might have addressed an audience of countercultural youth; and 2) related texts that helped to construct McLuhan’s celebrity. Conclusions and implications Ultimately, the article historicizes McLuhan’s celebrity to explain both its relatively short heyday in the 1960s and the comeback that can be attributed to the development of his young audience into teachers and reappraisers.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.003 | 0.006 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.014 | 0.024 |
| Scholarly communication | 0.008 | 0.006 |
| Open science | 0.001 | 0.004 |
| Research integrity | 0.002 | 0.004 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".