The Incidental Thoughts of Marshall McLuhan by John Wain (1986)

From the McLuhan Galaxy blog, an excerpt from John Wain’s (1986) memoir, Dear Shadows: Portraits from Memory. London: John Murray, pp. 77 – 110.  

Since this essay is about Marshall McLuhan, it is obvious what I am going to say next; that in these thick, shiny reviews I first became acquainted with his name. Quite so. And yet ‘Herbert Marshall McLuhan’, as he tended to sign himself, was not quite the ordinary New Critic. He wrote what I used to think of as ‘brain-teeming’ criticism. Where the traditional scholar rarely ventured outside his ‘field’, and the conventional New Critic applied what were becoming well-worn techniques to the text in front of him (the sacred phrase was ‘the words on the page’), McLuhan worked by sending up a shower of comparisons, analogies, wisecracks, sudden satiric jabs at people and attitudes he disliked, and equally sudden excursions into scholastic philosophy or modern advertising practice (both these last were subjects he had studied attentively), all in the service of illuminating, or preparing for illumination, whatever book or writer he was discussing. It was like riding on a roller-coaster; it also reminded me of Johnson’s description of the practice of the Metaphysical poets: ‘the most heterogeneous ideas are yoked by violence together.’ In McLuhan’s case the violence had nothing sullen or offensive about it; it was the natural outcrop of a geniality, an impatience with conventional categories, and a willingness to have a go and try anything for size. Most critics make an aperçu serve them as theme for a whole essay or even a whole book; McLuhan provided an aperçu  in virtually every line, and if they were not all equally good, if indeed some of them were unconvincing to the point of absurdity, well, there was always the interest of seeing what the man would say next; and there was a large, gusty breeze of fresh air blowing through the whole enterprise.

I remember feeling more than once that if the title of any of McLuhan’s essays were to get lost, no one would be able to say, from reading the essay, what it had actually been about. In the 1950s he began to contribute to English periodicals; I believe the first British editor to use him was Cyril Connolly, who included an essay on ‘American Advertising’ in the number of Horizon, in 1950s, that dealt specifically with the American scene. You could at any rate tell what that one was about; but when Marshall moved to the Oxford periodical Essays in Criticism a little later, he contributed an essay on ‘Tennyson and Picturesque Poetry’ (I, iii, 1951) which gave me the impression, on reading it, of having to keep my seat-belt fastened. Here is a specimen paragraph:

It might be suggested that landscape offered several attractive advantages to the poets of the mid-eighteenth century. It meant for one thing an extension of the Baroque interest in Ia peinture de Ia pensee, which the study of Seneca had suggested to Montaigne and Bacon and Browne – an interest which reached a maximal development, so far as the technique of direct statement permitted, in Pascal, Racine, and Alexander Pope. Pope especially deserves study from this point of view since he first developed the couplet to do the complex work of the double plot of the Elizabethans. He discovered how to make a couplet achieve a symbolic vision. That is, to effect an instant of inclusive consciousness by the juxtaposition without copula of diverse and even paradoxical situations or states of mind:

The hungry judges soon the sentence sign, / And wretches hang that jurymen may dine.

The judges are hungry but not for justice; yet there is no suggestion that they would be better judges if they had dined. The stark confrontation of this human condition is enforced by the second line or ‘sub-plot’ which is parallel but inferior. The suggestion that meat must hang before it is edible, and that jurymen are merely promoting the proper business of society by seeing that it gets hung is analogous to the vision of society in Swift’s Modest Proposal and to Lear’s vision on the heath. The couplet in Pope’s hands escaped from the conditions imposed by univocal discourse which had developed in the Cartesian milieu.

Let no one imagine that I am quoting such a paragraph satirically, to show Marshall as a quaint or clownish figure. On the contrary, I admired it then and I admire it now. I like the sweep and audacity, the impression he gives of having so much to say about so many subjects that one thought can scarcely be brought in without three or four others which have a bearing on it, a bearing often hitherto unsuspected. The incidentals are as important as the main line, the disgressions as essential as the ratiocinative thread. (p. 79 – 82)

The entire essay from which the above is excerpted can be downloaded from