The most precious possession: The place of analogy in the work of Marshall McLuhan.

This article examines the central role of analogy in the work of Marshall McLuhan, highlighting how analogy underpinned his discoveries, arguments, and philosophical realism. It distinguishes between two key types of analogy: the analogy of improper proportionality, identified with metaphor, which involves a relationship of resemblance without identity, and the analogy of proper proportionality, which pertains to metaphysical relations such as essence and existence. The article situates McLuhan’s analogical approach within a broader philosophical tradition influenced by thinkers like Thomas Aquinas and Cardinal Cajetan, emphasizing analogy’s importance for understanding media ecology, metaphysics, and the shifts from print-based to electronic media environments. Ultimately, it argues that analogy is foundational to McLuhan’s metaphysical inquiry and media ecological praxis, enabling a nuanced comprehension of being, knowledge, and the effects of technological change.