Martial McLuhan II: The Military is the Massage

Enculturation Jun 2012 RSS

Martial McLuhan II: The Military is the Massage

Michael_MacDonald

Abstract

Michael MacDonald , University of Waterloo Enculturation : http://enculturation.net/martial-mcluhan-2 ( Published: June 26, 2012 ) Editor’s Note: This is part two of an essay published in Enculturation’s special issue on Marshall McLuhan, “McLuhan @ 100.” In “Martial McLuhan I: Framing Information Warfare,” Michael MacDonald argues that McLuhan’s basic theoretical frame for understanding media was rhetoric. This rhetorical focus allowed McLuhan to see that war is about both the destruction of physical infrastructure and the shaping and reconfiguring of bodies and brains, affects and attitudes. In “Martial McLuhan II,” MacDonald uses McLuhan’s understanding of media ecology, embodiment, and information environments to examine military theory. That analysis presents a detailed account of how Info War strategies take aim at the body and brain by using information as a “soft kill” weapon. In On War , Carl von Clausewitz argues that every battle revolves around a “central hub” of activity—a center of gravity or “heavy point” ( Schwerpunkt )—that forms the nodal point of the enemy’s material military power. Info War, however, makes civil society itself the center of gravity. Info War targets not only the physical infrastructure of information (nodes, cables, links, servers, towers, routers, electricity grids) but also the decision makers, “human or automated,” plugged into the grid. “The friendly or adversary personnel who make decision and handle information,” notes the Joint Publication on Information Operations , “constitute a critical component of the GII [emphasis added]” (Glossary GL-6). According to McLuhan, the “sheer inclusiveness” of information as a medium and as a concept expands both the field of battle and the semantic field of war. “Real, total war has become information war,” notes McLuhan in The Medium is the Massage , “it is being fought by subtle electric informational media—under cold conditions, and constantly” (138). Building on The Mechanical Bride…

Journal: Enculturation
Published: 2012-06-12
Topics: body and rhetoric affect and writing

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