Installation view of 《Elsie and Marshall》 © Alternative Space LOOP

In 1922, at the age of 31, Canadian elocutionist performer Elsie McLuhan (1889-1961) embarked on an ambitious tour. She hired a housekeeper to look after the family and her 11-year-old son Marshall - who would later become a world-renowned media scholar.

Elocutionist performances may be unfamiliar today, but it was a popular form of evening’s entertainment in the early 20th century, and there were even university departments specializing in the discipline. More than just the art of speaking well, it was a set of techniques relating persuasive communication, logical thinking, and effective interaction with audiences.

It provides a foundation for communications or media studies. Drawing on her professional training in elocution, she developed distinctive techniques of storytelling and literary performance, and built up her own repertoire, addressing controversial social issues of the time, with a preference for women authors, and stories of empowered and independent women.

In a program which freely flowed between high, middle and low brow, Elsie would blend interpretations of Shakespeare and Tennyson, impersonations of famous people, and personal anecdotes, and, using imitations of various accents and of children, tell humorous stories suitable for vaudeville.

Installation view of 《Elsie and Marshall》 © Alternative Space LOOP

Elsie’s openness and curiosity about literature from different walks of life would influence Marshall’s university studies in Medieval literature, and later his observations on technology which fused insights from early and high modernist literature, social sciences and pop culture. In letters between mother and son, Marshall recalls listening to his mother practice her theatrical monologues, where he understood the importance of audience and the nuances of taste and reception of literature and language.

A pop culture media superstar of his time, McLuhan would consciously instrumentalise his fame to experiment on audiences around the world in real time. Marshall ‘wore’ his audiences, probing them and teasing them like an impersonation of themselves.

Elsie and Marshall: Feedback #7 is a project that relates the work of Canadian thinker of technology and media Marshall McLuhan to the artistic practice of his mother, Elsie McLuhan, a professional elocutionist. Under Elsie’s influence, Marshall ‘heard’ texts before he read them, and learnt to explore the creative and informative tensions between written and spoken language.

In 1962, Marshall McLuhan’s book The Gutenberg Galaxy discussed the change in human consciousness brought about by the invention of the printing press. In his 1964 book Understanding Media, he explains that all technology is an extension of human capabilities which, as they extend and accentuate certain parts of our sensibility, numb and amputate others.

Elsie and Marshall: Feedback #7 seeks out contemporary Elsies who have engaged in progressive artistic practice in media, on the frontiers of written and oral, visual and aural cultures. 6 months before the opening, we held an introductory drum-up meeting with interested people from contemporary art, academia, and other communities in Korea to explore how our understanding of our project resonated with the current state of affairs in Korea.

This informed how we developed new curatorial approaches, including how we commissioned new work for the exhibition. This has resulted in a unique exhibition where a playful and provocative composition of works by contemporary artists correspond with an archive of McLuhan’s radical publishing practices, media performances and documentation on Elsie’s and his lives, presented with Korean translations prepared specifically for this project and presented for the first time.

Installation view of 《Elsie and Marshall》 © Alternative Space LOOP

The opening program of the exhibition will feature a keynote by Sarah Sharma on techno-feminist refusal followed by a roundtable with Korean feminists and participating artists, and culminating in three performances. The duration of the exhibition will be accompanied by a rich public program including Paula McDowell’s lecture on Elsie McLuhan, Hito Steyerl’s new lecture-performance, artist talks, concerts and performances.

Featured work in the exhibition include Sanya Ivecović’s General Alert (Soap), a soap opera broadcast by Croatian public television at the moment the last missile was fired towards Zagreb during the Croatian War of Independence and Seulgi Lee’s ‘BIANE Hanging Board Project’ is a series of painted onomatopoeia on wooden planks.

Elsie and Marshall: Feedback #7 is the 7th and most ambitious edition of the project ‘FEEDBACK: Marshall McLuhan and the Arts’ launched in 2017 at West Den Haag in The Hague. Curated by Ji Yoon Yang and Baruch Gottlieb in a feminist mode, this edition opens up the hagiography of a “great thinker” in the context of their upbringing and support systems, in reproductive labor, conventionally provided by women.

This new version goes beyond conventional formats exploring new synergies of artists, arts institutions and the public and testing Marshall McLuhan’s contention that we look at what artists are doing for clues of how to avoid disaster in our era of rapid technological change.

“To prevent undue wreckage in society, the artist tends now to move from the ivory tower to the control tower of society. Just as higher education is no longer a frill or luxury but a stark need of production and operational design in the electric age, so the artist is indispensable in the shaping and analysis and understanding of the life of forms, and structures created by electric technology.… No society has ever known enough about its actions to have developed immunity to its new extensions or technologies. Today we have begun to sense that art may be able to provide such immunity.”
Marshall McLuhan, Understanding Media, Chapter 7


Written By Baruch Gottlieb, Ji Yoon Yang

References