The detribalization of Marshall McLuhan.

This article examines Marshall McLuhan’s media theory through the lens of his autobiographical and cultural background, emphasizing his "ex-tribal" standpoint as central to his conceptual framework. It argues that McLuhan’s Gaelic-tribal heritage and his conversion to Catholic Christianity shaped his view of civilization as a process of detribalization, with media technologies influencing a tension between civilization and a resurgence of tribalism or atavism. McLuhan’s metaphors of tribalism, orality, and the "global village" are integral to understanding his diagnosis of phenomena such as fascism, which he saw as a form of re-tribalization accelerated by media like radio. The article suggests that fully engaging with McLuhan’s tribal metaphors, rather than dismissing their problematic aspects, is essential for a comprehensive understanding of his legacy in media theory.