deleuze on mcluhan & the future of literature

If Literature Dies, It Will Be Murder

 

People who haven’t properly read or understood McLuhan may think it’s only natural for audiovisual media to replace books, since they actually contain all the creative possibilities of the literature or other modes of expression they supersede. It’s not true. For if audiovisual media ever replace literature, it won’t be as competing means of expression, but as a monopoly of structures that also stifle the creative possibilities in those media themselves. If literature dies, it will be a violent death, a political assassination (as in the USSR, even if nobody notices). It’s not a matter of comparing different sorts of medium. The choice isn’t between written literature and audiovisual media. It’s between creative forces (in audiovisual media as well as literature) and domesticating forces. It’s highly unlikely that audiovisual media will find the conditions for creation once they’ve been lost in literature. Different modes of expression may have different creative possibilities, but they’re all related insofar as they must counter the introduction of a cultural space of markets and conformity—that is, a space of "producing for the market"—together.

 

— Gilles Deleuze, Negotiations, 1972-1990, p. 131

 

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