Marshall McLuhan: The Possibility of Re-ReadingHis Notion of Medium

Abstract

After describing the origins of media ecology and the role of Marshall McLuhan in thattheoretical constitution process, this article addresses McLuhan’s perspective on technology andmedia. In this context, the article warns that the impossibility of reading McLuhan stems fromsegregating technique and culture. This is impossible because there is a need to think aboutthe extension of his idea of medium. The article proposes a conversation between McLuhan’scontributions and the works of thinkers like Don Ihde and Martin Heidegger, and ends with a finaldiscussion on the meaning of concept of medium.