A synaptic common sense? McLuhan’s tactility and electronic media rhythms

In Understanding Media, Marshall McLuhen proposed that tactility would eventually become a determining factor in electronic media, leading to the formation of a new kind of “common sense.” This article investigates whether by exploring this idea we are able to arrive at an alternative theoretical framework for understanding tactility, a framework that avoids the tactile-optic distinction and the understanding of tactility as a sensation primarily innervated through the bodily part of the hand. McLuhan’s notions of “acoustic space” and “contraction” are directly related to this breakthrough. It is further argued that the resulting theoretical framework can be enriched when considered in conjunction with social analyses of rhythms and used to account for the differentiation and customization or individualization of media use in the digital age. In this way, tactility is treated as embedded within rhythmic signals and fluctuations in media, allowing us to rethink McLuhan’s “common sense” in a singularly illuminating way.