Marshall McLuhan’s theory of attention: How to become a media psychonaut

Abstract

In light of surging cross-disciplinary interest in rethinking the conceptions of attention and attention economy, this article conducts an archaeology of Marshall McLuhan’s concepts in order to construct a theory of attention implicit in his media paradigm. McLuhan’s most attentional concepts are explained (such as figure/ground and cliché/archetype) and synthesized into an integrated account of his idea of attention, which I call ‘eco-formed attention’. It contrasts with reigning individualist and collectivist theories of attention by being constitutive, modal, dialectical, environmental and negative-inclusive. I argue that McLuhan’s funda-mental problematic of attention – concepts mismatching percepts – is solved by using eco-formed attention to become a ‘media psychonaut’. Four procedures are explained to illustrate psychonautic interventions in eco-formed attention. This project is useful for media-ecological analyses, creative re-engagement with media, and reforming attention within future technological changes. The article concludes by linking to several agendas in media ecology and across the humanities. © 2020 Intellect Ltd Article. English language.