John McHale, Marshall McLuhan, and the Collage “Ikon”

Abstract

Over the course of the 1950s, the Scottish writer and artist John McHale was committed to exploring the effects of fine art, advertising, and new media on the human experience. He was a prominent member of the Independent Group (IG), which met at the Institute of Contemporary Arts in London (1952–1955), and was among the first artists in the group to travel to the USA, returning with a tranche of advertising imagery that became influential for their thinking about the mass media environment. McHale was also an early advocate of Marshall McLuhan’s media ecology theory and responded to it in his own artwork and writing. Focusing on a formative period for McHale, between 1954 and 1960, when he developed his collage practice, undertook a scholarship with Josef Albers at Yale University, and became a leading voice in the IG, the essay considers McHale’s writing and art practice as an evolving response to McLuhan’s media ecology. It identifies McHale’s two-part essay “The Expendable Ikon”, published in Architectural Design in 1959, as a key text for understanding his artwork and writings on the relationship between the fine arts and the mass media during this period.