Extensions after Man: Race, Counter/insurgency and the Futures of Media Theory

Abstract

This article returns to the geopolitical scene and racial logics that provide the underacknowledged conditions of Marshall McLuhan’s Understanding Media and, specifically, its well-known proposition that media should be understood foremost as ‘outerings’ or ‘extensions of man’. Attending to the structuring inheritances of racial slavery and the plantation system in this founding statement of mid-twentieth-century media theory, as well as its debt to the literary and intellectual movement of the Southern Agrarians, I consider how the racializing figure of ‘Man’ conserved by the nascent field of media studies was contemporaneously brought to crisis by black (and) anticolonial freedom struggles. Arguing for the need to reread the career of western media theory through its political vocation in attempting to manage this crisis, the article concludes by turning briefly to a revisionary account of media and exteriority also circulated in 1964: the revolutionary intellectual James Boggs’s ‘The Negro and Cybernation’. Boggs’s writings, which situate emergent forms of computing and cybernation within a longer materialist genealogy of race, capitalism and technology, offer both a proleptic critique of the early disciplinary formation of media theory and a divergent set of coordinates for approaching media technology on the terrain of black political struggle.