The Communication Theory by Marshall McLuhan: The Yegg

Abstract

In this article the methodological implications of Marshall McLuhan's famous phrases are discussed, such as "I do not have a theory of communication" and "I do not use theories in my work". In the absence of a theory, the other way is to work with the research and observation technique: first of all the evidence; then, much later, the theory (if indeed it is necessary for that time). Without a theory as a guide, artists and poets influenced McLuhan in the development of analytical and conceptual tools on which it was based on in order to examine the means and communication. For this procedure, he started taking a problem and delving into it a tool kit looking for any item to open the door to enlightenment. Its main tool of analysis was critical practice, which he saw as a kind of Swiss army knife incisively working in all different areas of arts and culture, from the simplest to the most intellectual. The argument that emerges from analysis of McLuhan's investigative techniques is that many of the enigmas of media and modern culture are understood more effectively to research that transcends the limits imposed by trying to present an argument for or against a particular theory. If you start with the theory, it starts with the answer; if initiated by observation, it starts with the questions.