Abstract

On a June weekend in 1959, an elite group of sociologists, philosophers, editors, artists, and television producers gathered in the Poconos to discuss media. Their invitation was to “Mass Media in Modern Society,” an interdisciplinary conference hosted by the Tamiment Institute and Daedalus, the house organ of the Academy of Arts and Sciences. What constituted mass media in 1959—and who publicized media, then a new concept in the vernacular, as a topic of mass concern—were the thirty-five celebrity panelists’ unresolved and obsessive themes. Turning to the minutes from the conference as well as its two afterlives in print, this essay disambiguates the nascent media concept’s ideological, technological, and environmental implications, five years before Marshall McLuhan’s breakthrough text, Understanding Media: The Extensions of Man. Within the panelists’ responses is not a coherent theory of media but a multitude of overdetermined media metaphors—and a model for understanding media as such, then and now. The mid-twentieth-century consolidation of the media concept is where most of its greatest theorists (from Raymond Williams to John Guillory) conclude their analyses, but it’s where this study begins.