“McLuhan’s Legacy in the Digital Age: A Critical Examination”

The provocative question, “Is Marshall McLuhan’s ‘The medium is the message’ still relevant in today’s media landscape?”, is the central theme of Alberto Contri’s new book, “McLuhan No Longer Resides Here?” (Bollati Boringhieri), released February 2nd. Contri, President of Pubblicità Progresso and former RAI board member, argues that the internet and related technologies have fundamentally shifted the paradigm, rendering McLuhan’s assertion obsolete. In Contri’s view, the emphasis has shifted from the medium itself to the user— “the people are the message.” He contends that the current information overload (over a billion active websites) is inducing a significant socio-anthropological transformation, forcing individuals into unsustainable multitasking, taxing their cognitive abilities. The book highlights communication’s major paradigm shifts: the dawn of language 50,000 years ago, the invention of writing around 1500 BC, Gutenberg’s printing press in 1455, and the rapid technological advancements since the 19th century culminating in the web’s explosion in the 1990s. These transitions, often met with resistance from those invested in the status quo, have profoundly impacted media, businesses, advertising, and consumers. Adding a personal touch, the volume includes an extensive biographical interview with Contri conducted by Annamaria Barbato Ricci Langella, a journalist whose career began at “Il Risorgimento Nocerino” in 1975. The book presents successful case studies (social and commercial campaigns), demonstrating strategies for navigating the digital communication landscape effectively. Innovative in its presentation, each case study is accompanied by a QR code linking to a corresponding video. The insightful biography provides context to Contri’s innovative approach to communication, further enriched by a preface from Derrick de Kerckhove, a leading McLuhan scholar. The book’s official launch took place in Rome on March 9th at the Società Dante Alighieri, featuring presentations by Bruno Ballardini, Paolo Conti, Derrick de Kerckhove, Domenico de Masi, Sabrina Florio, and Paolo Peluffo, along with the author. A prior launch event in Milan on February 16th included a distinguished panel, and a presentation is planned for Nocera Inferiore at the Sporting Club on Via Nicotera.