McLuhan on Structuralism
Before looking at the English evidence for the same concern with regularity and uniformity among printers and print users alike, it is well to remind ourselves of the rise of structural linguistics in our day. Structuralism in art and criticism stemmed, like non-Euclidean geometrics, from Russia. Structuralism as a term does not much convey its idea of inclusive synesthesia, an interplay of many levels and factors in a two-dimensional mosaic. But it is a mode of awareness in art language and literature which the West took great pains to eliminate by means of Gutenberg technology. It has returned in out time, for good or ill, as this opening paragraph of a recent book84 indicates:
Language gives evidence of its reality through three categories of human experience. The first may be considered as the meaning of words; the second, as those meanings enshrined in grammatical forms; and the third and, in the view of this author, the most significant, as those meanings which lies beyond grammatical forms, with those meanings mysteriously and miraculously revealed to man. It is with this last category that this chapter will endeavor to deal, for its thesis is that thought itself must be accompanied by a critical understanding of the relations of linguistic expression to the deepest and most persistent intuitions of man. An effort will further will further be made to show that language becomes imperfect and inadequate when it depends exclusively upon mere words & forms and when there is an uncritical trust in the adequacy of these words and forms as constituting the ultimate content and extent of language. For man is that being on earth who does not have language. Man is language.
~McLuhan, The Gutenberg Galaxy, pp. 230-1
84: R.N. Anshen, Language: An Enquiry into its Meaning & Function, vol. VIII, p. 3.