Understanding the Marshall McLuhan’s quote: “the medium is the message” through sound collage. In 1967, Marshall McLuhan teamed up with graphic designer Quentin Fiore to write The Medium is the Massage, a short 160-page book that offers a condensed, effective presentation of his ideas on the nature of media, communication and technology. The book was soon accompanied by an album bearing the same name, which Wikipedia describes like this: An audio recording based on the book was made by Columbia Records in the late 1960s, produced by John Simon but otherwise keeping the same credits as the book. The recording consists of a pastiche of statements made by McLuhan interrupted by other speakers, including people speaking in various phonations and falsettos, discordant sounds and 1960s incidental music in what could be considered a deliberate attempt to translate the disconnected images seen on TV into an audio format, resulting in the prevention of a connected stream of conscious thought. Various audio recording techniques and statements are used to illustrate the relationship between spoken, literary speech and the characteristics of electronic audio media. McLuhan biographer Philip Marchand called the recording “the 1967 equivalent of a McLuhan video.