The Medium is the Massage

The Medium is the Massage: An Inventory of Effects

Cover of the first UK edition, published by Penguin Books (1967)
Author	Marshall McLuhan
Illustrator	Quentin Fiore
Country	United Kingdom
Language	English
Subject	History of communication, Communications
Publisher	Penguin Books
Publication date	1967
Pages	157
OCLC	308404

The Medium is the Massage: An Inventory of Effects is a book co-created by media analyst Marshall McLuhan and graphic designer Quentin Fiore, and coordinated by Jerome Agel. It was published by Bantam books in 1967 and became a bestseller with a cult following.

The book is 160 pages in length and composed in an experimental, collage style with text superimposed on visual elements and vice versa. Some pages are printed backwards and are meant to be read in a mirror (see Mirror writing). Some are intentionally left blank. Most contain photographs and images both modern and historic, juxtaposed in startling ways.

The book was intended to make McLuhan's philosophy of media and communication, considered by some incomprehensible and esoteric, more accessible to a wider readership through the use of visual metaphor and sparse text.

The title is a play on McLuhan's oft-quoted saying "The medium is the message". The book was 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.

According to McLuhan biographer W. Terrence Gordon, "by the time it appeared in 1967, McLuhan no doubt recognized that his original saying had become a cliché and welcomed the opportunity to throw it back on the compost heap of language to recycle and revitalize it. But the new title is more than McLuhan indulging his insatiable taste for puns, more than a clever fusion of self-mockery and self-rescue — the subtitle is 'An Inventory of Effects,' underscoring the lesson compressed into the original saying." (Gordon, p. 175.)

However, the FAQ section on the website maintained by McLuhan's estate says that this interpretation is incomplete and makes its own leap of logic as to why McLuhan left it as is: