The Mechanical Bride : Folklore of Industrial Man [Hardcover]

Marshall McLuhan (Author), Philip B. Meggs (Introduction)

Product Details

• Hardcover: 160 pages
• Publisher: Gingko Press (September 2002)
• Language: English
• ISBN-10: 1584230509
• ISBN-13: 978-1584230502
• Product Dimensions: 10.8 x 8.2 x 0.8 inches
• Shipping Weight: 1.9 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,208,078 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

14 of 14 people found the following review helpful:

5.0 out of 5 stars Modern-day myth-making turned on its head, July 5, 2005

By 

Vinay Varma "VinVar" (India) - See all my reviews

This review is from: The Mechanical Bride : Folklore of Industrial Man (Hardcover)

This is McLuhan's first book, originally published in 1951 and has been long out of print. It precedes his second book and cult classic 'The Gutenberg Galaxy', by a decade and a half. This is also quite unique in that it has no relationship with McLuhan's more famous theoretical ramblings.

In this book, McLuhan takes on myth-making in US society by showing how film posters, comic strips, advertisements, magazine covers, newspaper layout and articles etc., try to persuade people into something, and yet a close observation of their inherent contradictions allows you to escape their machinations.

The book celebrates deliberate misreading of commonplace things like advertising to show how the persuasive trap of mass culture/consumer culture can be escaped.

All articles in the book follow the format of article/poster/ad, its analysis and some sharp witty aphoristic observations in a boxed area that serve as liberating repartees against the messages that these products of consumer culture intend to send.

The philosophy of the book is derived from McLuhan's premise (borrowed from Edgar Allan Poe's story 'The Maelstrom') that to escape a maelstrom you need to study things going down and things that resurface and align yourself with things that resurface.

In this respect, it can be considered a jargon-free precursor of latter-day deconstructive literary and cultural criticism. And it is much more liberating and enlightening to a lay reader than jargon ridden discussions or purely vehement denuciations of the power of mass culture which don't help laymen liberate themselves anyway, because of their highly inaccessible prose.

3 of 3 people found the following review helpful:

5.0 out of 5 stars McLuhan's Mythologies, April 11, 2007

By 

John David Ebert (United States) - See all my reviews
(REAL NAME)   

This review is from: The Mechanical Bride : Folklore of Industrial Man (Hardcover)

This, McLuhan's first book, serves as a good introduction to him, since he has not yet begun to formulate his theories about media that would later make him so famous. Consequently, it is easier to read than, say, The Gutenberg Galaxy or Understanding Media. It is also much more fun.

The reader should keep in mind that this is still premature McLuhan, for he had not yet read Harold Innis's 1950 classic--which represents the true birth of media studies--Empire and Communications. This book hit McLuhan like an atomic bomb, for it completely ruptured his thinking regarding media. In The Mechanical Bride, he is still analyzing the content of the media, deciphering what the subliminal messages are saying to us unconsciously; but after reading Innis, he realized that it was not the message that was important (at least not for him) but rather the type of medium through which the message was conveyed, for Innis's discussions of how particular kinds of media affected the nature and structure of ancient empires caused McLuhan to realize that it was actually the medium that was the important thing. Whether a culture used clay or papyrus as its means of communication, Innis asserted, determined much about the fate of that culture.

With that caveat in mind, then, the reader is free to roam through these pages, observing a McLuhan that would never exist in the same way again. He comments, sometimes hilariously, on one advertisement, movie poster or magazine after the next. He has interesting things to say about genres like the Western or the soap opera (for instance, he says that the Western is the masculine equivalent to the soap opera, for its values are the opposite of those of the domestic drama) and we also find here, for the first time, his speculations on Sherlock Holmes, a theme that will recur in many of his later writings.

McLuhan at this point had read and metabolized such key thinkers for him as Lewis Mumford and Siegfried Giedion, and they are referred to often in the body of the text. (There even occurs a reference to Joseph Campbell's The Hero With a Thousand Faces; apparently the only book he ever read by Campbell, his Irish intellectual colleague who was more concerned with deciphering the messages than the media themselves). McLuhan, in The Mechanical Bride, is still feeling his way, and he is not yet sure of himself. But it is a delight for the reader to watch this great American thinker--the equivalent, easily, of any of the great French postmodernists (this book bears certain similarities, for instance, to Barthes' Mythologies)--tentatively poking his way about in the middenheap of popular culture, looking for ways in which to organize it into something one can get a grasp on.

I hope that you enjoy this book as much as I did. But do let me know if you don't.

SEE ALSO MY YOUTUBE VIDEO "MARSHALL MCLUHAN CULTURE WITHOUT LITERACY DISCUSSION BY JOHN DAVID EBERT"

--John David Ebert, author of "The New Media Invasion: Digital Technologies and the World They Unmake" (McFarland Books, 2011)

5.0 out of 5 stars As relevant today as it was fifty years ago, January 11, 2003

By 

Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: The Mechanical Bride : Folklore of Industrial Man (Hardcover)

Originally published in 1951, The Mechanical Bride: Folklore Of Industrial Man by the influential philosopher and cultural observer Marshall McLuhan is a thoughtful and thought-provoking treatise that seeks to unveil the subtle and sometimes venomous effects of media and modern mass communication. Thoughtful, sometimes philosophical, sometimes prediction with deadpan seriousness, The Mechanical Bride is as relevant today as it was fifty years ago and highly recommended reading for students of Mass Communications and Journalism, Contemporary American Sociology, and Modern Philosophy.