A dictionary of Marshall McLuhan’s quotations

Chronology is not enough. Structural study [of patterns running through multiple areas] is needed. For example, in the year 1900 Max Planck’s quantum mechanics appealed to the same structural paradigm as Sigmund Freud’s Interpretation of Dreams in the same year. Both Planck and Freud proclaimed the same doctrine of discontinuity, the one in the physical world and the other in the psychological world. Overlapping Planck and Freud had been the development of “multi-locational” painting and sculpture, later to be called “cubism.” The advantage of structural analysis (developed by Ferdinand de Saussure in linguistics and Sigfried Giedion in art, and by Claude Lévi-Strauss in anthropology) is that the structural approach makes it possible to “read” whole cultures as “texts”. It is to the reading of the texts of arts and sciences since 1900 that our Centre project is directed. [Included in a letter requesting a grant to pursue his study of fresh modes of perception in science first discerned by poets and artists, a project he called the “20th Century Baedeker”]
Letter to Dr. T.C. Clark, administrator at the University of Toronto, July 26, 1974
Year: 1974
Chapters: Cubism | Living Unity
↪ Also at #1434, #3606
Compiled by William Kuhns
© 2026, The Estate of Marshall McLuhan