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Distant Early WarningMarshall McLuhan and the Transformation of the Avant-Garde$
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Alex Kitnick

Print publication date: 2021

Print ISBN-13: 9780226753317

Published to Chicago Scholarship Online: January 2022

DOI: 10.7208/chicago/9780226753591.001.0001

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PRINTED FROM CHICAGO SCHOLARSHIP ONLINE (www.chicago.universitypressscholarship.com). (c) Copyright University of Chicago Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CHSO for personal use.date: 29 June 2022

Massage, ca. 1966

Massage, ca. 1966

(p.84) 5 Massage, ca. 1966
Distant Early Warning

Alex Kitnick

University of Chicago Press

This chapter focuses on McLuhan's concept of "massage," which he understood to mean a form of mass media manipulation. Specifically, it focuses on his record, The Medium Is the Massage (1967). The chapter also draws analogies between McLuhan's writing and work and the phenomenon of the "happening" in the case of artists including Andy Warhol and Allan Kaprow, and other multimedia spectacles. Other artists discussed include Claes Oldenburg and his own implementation of the "massage" concept.

Keywords:   Marshall McLuhan, massage, manipulation, mass media, Andy Warhol, Allan Kaprow, multimedia, "happening", Claes Oldenburg

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