McLuhan Meets Convergence Culture: Towards a New Multimodal Discourse

Drawing principally on public performances in lectures, interviews, and staged presentations, rather than on published texts, this paper discusses McLuhan’s still overlooked contribution to media studies, including a conceptualization of multimodality that defies the logics of literacy, and refutes and refuses its barriers and boundaries. Seen here as a road not taken, McLuhan’s understanding of media, in the form of a transitional theory of media convergence, was an opportunity lost to understand, and to intentionally cultivate, our experience of multimodality, not as a media multiplication, addition, or enhancement, but with the proto-acoustic ‘all-at-once-ness’ of multisensorial convergence. The cost of that lost opportunity for media studies, we argue, has been a conception of multimodality in particular, and media convergence in general, as a ‘multiplication’ driven principally by the characters, capabilities, and economies of digital technologies, not the still vastly untapped sensory and cognitive capabilities of human beings.