2: A Book, A Hot Medium
Forward through the Rearview Mirror: Reflections on and by Marshall McLuhan can be considered one of the greatest tributes McLuhan could have ever received. By preserving the particular organization, writing style, and design McLuhan used in The Medium is the Massage and Global Village, editors Paul Benedetti and Nancy DeHart are able to keep his soul and ideology alive. Insights not only from McLuhan himself, but also from many other media theorists who react and share their experiences about the readings, are the editor's elements to explain what was going on deeply inside McLuhan's mind. As the MTV programming, this book has a continuous flow in which each chapter looks like a new video clip, which is totally related with the preceding, and flows directly into the following. However, instead of creating these connections with complete paragraphs and nice connectors, the editors choose to throw isolated pieces of pictures, paragraphs and quotations. It is the inner most meaning of every written and visual piece what makes a unified theory out of this book. A new way of communication which McLuhan would define as "Any new structure for codifying experience and moving information, be it alphabet or photography, has the power of imposing its structural character and assumptions upon all levels of our private and social lives" (106). Therefore, a chapter named "Violence and Identity" will start with a two-page-black and white picture of a Ku Klux Klan's ritual followed by a quotation: "Violence, whether spiritual or physical, is a quest for identity and the meaningful. The less identity, the more violence." On the next page, a picture of a ten-year-old child wearing latex gloves and a gun in each hand; then, McLuhan's theory is introduced with big blue letters: "IT'S WHY THEY HAVE TO KILL," and so forth. This continuous fluidity of meaningful images and writings, involves the audience in an exciting rhythm, making it interact and experience what McLuhan was trying to say by "The Medium is the Message." Instead of having a defined introduction, body and conclusion, Forward through a Rearview Mirror is composed of three different types of writing: biographical information, writings by McLuhan, and writings on McLuhan. Each one of them is placed by the editors to ease the reader's understanding of McLuhan's speech. Information about his background, life, and surroundings is provided by a timeline that covers his most important years: his experiences at different stages of his career, the birth of his own family, and his social life. All these factors influenced his way of analyzing our culture. From interviews, speeches, and books, Benedetti and DeHart quote McLuhan to provide objective information about his insights. Because most of his citations are abstract aphorisms, the audience can read his words either superficially or deeply, stimulated by the adventure of discovering his hidden insights, always present in his works. However, the reader is not alone in this adventure. Other media theorists such as John Fraser or Lewis Laphom share their experiences when reading the philosopher. Moreover, as the biographical information, these media producers also help to guide the reader by providing him/her with different analysis and points of view towards McLuhan. Although the book doesn't follow the conventional three-part linearity, it seems custom made for the rushing reader of the nineties. It doesn't matter on which page we open Forward through the Rearview Mirror. It can always provide an interesting analysis of our own society. However, Paul Benedetti and Nancy DeHart do not only keep McLuhan's organization and writing style, but also preserve his idea of convey insights using the visual medium. Therefore, Forward Through the Rearview Mirror is designed to the image of McLuhan's major works The Medium is the Massage and Global Village. These two books submerge the reader into a multidimensional medium of meaningful abstract and figurative visuals. For instance, the editors create the same type of metaphors that McLuhan employed in his publications, by explaining the world's current globalization with ten bottles of Coca-Cola all written in different languages. Moreover, as Marshall McLuhan's last works, the unconventional format of this book also stands out in the reader's library. While both the medium is the massage and Global Village are smaller than any standard size book, Forward through the Rearview Mirror is wider and shorter than any conventional book. Forward through the Rearview Mirror shows the complete involvement of Paul Benedetti and Nancy DeHart in McLuhan's life and ideas. Following Marshall McLuhan's guidelines, they carefully place each element in their book to create an outstanding piece. From its outside cover to its inner most meaning, this book breaks all standards, thus, draws the attention from an audience willing to find a new and high-quality product. Guided by McLuhan's print media by juxtaposing significant images and phrases to create movement and rhythm. When experiencing this book, the reader combines the sound of his reading and the meaningful visuals inside his mind, creating an audio-visual medium out of Forward the through the Rearview Mirror. If this phenomenon is achieved, McLuhan's theory is confirmed: "It is man who is content of the message of the media, which are extensions of himself" DeHart and Benedetti understand McLuhan, preserving his thoughts alive, and honor him in their piece of art.
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