Like his later The Gutenberg Galaxy (1962), The Mechanical Bride is composed of a number of short essays that may be read in any order—what he styled the "mosaic approach" to writing a book. Each essay begins with a newspaper or magazine article, or an advertisement, followed by McLuhan's analysis thereof. The analyses bear on aesthetic considerations as well as on the implications behind the imagery and text. McLuhan chose these ads and articles not only to draw attention to their symbolism, as well as their implications for the corporate entities who created and disseminated them, but also to mull over what such advertising implies about the wider society at which it is aimed. Roland Barthes's essays 1957 Mythologies, echoes McLuhan's Mechanical Bride, as a series of exhibits of popular mass culture (like advertisements, newspaper articles and photographs) that are analyzed in a semiological way.Gary Genosko (2002) McLuhan and Baudrillard: Masters of Implosion, p.24 <ref> Curtis, J. M. (1972). Marshall McLuhan and French Structuralism. Boundary 2, 134-146. </ref> The Medium Is the Massage (1967) The Medium Is the Massage: An Inventory of Effects, published in 1967, was McLuhan's best seller,Wolf, Gary. 1 January 1996. "The Wisdom of Saint Marshall, the Holy Fool." Wired 4(1). Retrieved 24 June 2020. "eventually selling nearly a million copies worldwide."Marchand, p. 203 Initiated by Quentin Fiore, McLuhan adopted the term "massage" to denote the effect each medium has on the human sensorium, taking inventory of the "effects" of numerous media in terms of how they "massage" the sensorium. Enhancement (figure): What the medium amplifies or intensifies. Radio amplifies news and music via sound. Obsolescence (ground): What the medium drives out of prominence. Radio reduces the importance of print and the visual. Retrieval (figure): What the medium recovers which was previously lost. Radio returns the spoken word to the forefront. Reversal (ground): What the medium does when pushed to its limits. Acoustic radio flips into audio-visual TV. Figure and ground McLuhan was credited with coining the phrase Turn on, tune in, drop out by its popularizer, Timothy Leary, in the 1960s. In a 1988 interview with Neil Strauss, Leary stated that the slogan was "given to him" by McLuhan during a lunch in New York City. Leary said McLuhan "was very much interested in ideas and marketing, and he started singing something like, 'Psychedelics hit the spot / Five hundred micrograms, that’s a lot,' to the tune of a Pepsi commercial. Then he started going, 'Tune in, turn on, and drop out. '" 1951. The Mechanical Bride: Folklore of Industrial Man (1st ed.). New York: Vanguard Press. reissued by Gingko Press, 2002. . 1962. The Gutenberg Galaxy: The Making of Typographic Man. (1st ed.). Toronto: University of Toronto Press. reissued by Routledge & Kegan Paul. . 1964. Understanding Media: The Extensions of Man (1st ed.). New York: McGraw Hill. reissued by MIT Press, 1994, with introduction by Lewis H. Lapham; reissued by Gingko Press, 2003. . 1967. The Medium Is the Massage: An Inventory of Effects (1st ed.), with Quentin Fiore, produced by Jerome Agel. Random House. reissued by Gingko Press, 2001. . 1968. War and Peace in the Global Village (1st ed.), with design/layout by Quentin Fiore, produced by Jerome Agel. New York: Bantam. reissued by Gingko Press, 2001. . 1970. From Cliché to Archetype, with Wilfred Watson. New York: Viking. . 1988. Laws of Media, edited by Eric McLuhan. Toronto: University of Toronto Press. . 2016 The Future of the Library: From Electronic Media to Digital Media '' , edited by Robert K. Logan. Peter Lang. .
Like his later The Gutenberg Galaxy (1962), The Mechanical Bride is composed of a number of short essays that may be read in any order—what he styled the "mosaic approach" to writing a book. Each essay begins with a newspaper or magazine article, or an advertisement, followed by McLuhan's analysis thereof. The analyses bear on aesthetic considerations as well as on the implications behind the imagery and text. McLuhan chose these ads and articles not only to draw attention to their symbolism, as well as their implications for the corporate entities who created and disseminated them, but also to mull over what such advertising implies about the wider society at which it is aimed. Roland Barthes's essays 1957 Mythologies, echoes McLuhan's Mechanical Bride, as a series of exhibits of popular mass culture (like advertisements, newspaper articles and photographs) that are analyzed in a semiological way.Gary Genosko (2002) McLuhan and Baudrillard: Masters of Implosion, p.24 Curtis, J. M. (1972). Marshall McLuhan and French Structuralism. Boundary 2, 134-146. The Medium Is the Massage (1967) The Medium Is the Massage: An Inventory of Effects, published in 1967, was McLuhan's best seller,Wolf, Gary. 1 January 1996. "The Wisdom of Saint Marshall, the Holy Fool." Wired 4(1). Retrieved 24 June 2020. "eventually selling nearly a million copies worldwide."Marchand, p. 203 Initiated by Quentin Fiore, McLuhan adopted the term "massage" to denote the effect each medium has on the human sensorium, taking inventory of the "effects" of numerous media in terms of how they "massage" the sensorium. Enhancement (figure): What the medium amplifies or intensifies. Radio amplifies news and music via sound. Obsolescence (ground): What the medium drives out of prominence. Radio reduces the importance of print and the visual. Retrieval (figure): What the medium recovers which was previously lost. Radio returns the spoken word to the forefront. Reversal (ground): What the medium does when pushed to its limits. Acoustic radio flips into audio-visual TV. Figure and ground McLuhan was credited with coining the phrase Turn on, tune in, drop out by its popularizer, Timothy Leary, in the 1960s. In a 1988 interview with Neil Strauss, Leary stated that the slogan was "given to him" by McLuhan during a lunch in New York City. Leary said McLuhan "was very much interested in ideas and marketing, and he started singing something like, 'Psychedelics hit the spot / Five hundred micrograms, that’s a lot,' to the tune of a Pepsi commercial. Then he started going, 'Tune in, turn on, and drop out. 1951. The Mechanical Bride: Folklore of Industrial Man (1st ed.). New York: Vanguard Press. reissued by Gingko Press, 2002. . 1962. The Gutenberg Galaxy: The Making of Typographic Man. (1st ed.). Toronto: University of Toronto Press. reissued by Routledge & Kegan Paul. . 1964. Understanding Media: The Extensions of Man (1st ed.). New York: McGraw Hill. reissued by MIT Press, 1994, with introduction by Lewis H. Lapham; reissued by Gingko Press, 2003. . 1967. The Medium Is the Massage: An Inventory of Effects (1st ed.), with Quentin Fiore, produced by Jerome Agel. Random House. reissued by Gingko Press, 2001. . 1968. War and Peace in the Global Village (1st ed.), with design/layout by Quentin Fiore, produced by Jerome Agel. New York: Bantam. reissued by Gingko Press, 2001. . 1970. From Cliché to Archetype, with Wilfred Watson. New York: Viking. . 1988. Laws of Media, edited by Eric McLuhan. Toronto: University of Toronto Press. . 2016 The Future of the Library: From Electronic Media to Digital Media , edited by Robert K. Logan. Peter Lang. .
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