The emergence of the 20th-century aesthetic theory emphasized the notion that the true "message" of art is conveyed through its expressive form, detached from its representational content. This concept, deeply embedded in Marshall McLuhan’s understanding due to his literary criticism background, significantly influenced his seminal work, Understanding Media. The phrase "the medium is the message" highlights McLuhan’s alignment with this theory, underscoring the medium's role over the content it conveys.

Influences Shaping McLuhan's Theories

McLuhan's communication theory was not crafted in isolation but was shaped by various existing intellectual currents. Noteworthy is the impact of Edward Sapir and Benjamin Lee Whorf’s linguistic relativity theory, which posited that a culture's language shapes its worldview. This theory laid a foundation for McLuhan’s ideas about how media influences societal perception. Additionally, the Chicago school of sociology’s theory of technological determinism, articulated in the 1930s by thinkers like Robert Ezra Park, played a pivotal role. Park stated, "Technological devices have naturally changed men’s habits and in doing so, they have necessarily modified the structure and functions of society," prefiguring McLuhan's arguments about technology's societal impact.

The 1960s: A Catalyst for McLuhan’s Popularity

The intellectual and social climate of the 1960s was a fertile ground for McLuhan's rise to prominence. By 1965, the unique characteristics of this decade—marked by rapid societal change and a sense of historical significance—provoked both excitement and confusion. In such transformative times, society often seeks out figures who can provide clarity and foresight. McLuhan, with his prophetic tone, engaging literary style, and charismatic personality, emerged as a prominent figure offering explanations and predictions about the evolving media landscape.

The Inevitable Decline

Despite—or perhaps because of—its initial success, Understanding Media eventually led to the decline of McLuhan’s influence. By the 1970s, his ideas were either fully absorbed into mainstream thought or dismissed outright, leading to a diminishing interest in his works. Ironically, this decline echoed one of McLuhan’s own predictions: the diminishing importance of the printed word and linear theories as technology continued to evolve.