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Understanding Figure and Ground: How We Perceive the World The concept of “figure and ground” originates from Gestalt psychology but takes on profound implications in Marshall McLuhan’s media theory. At its core, figure and ground describe the relationship between what we focus on (the “figure”) and the larger context that shapes and influences it (the “ground”). Together, they illustrate how perception is shaped not only by what we pay attention to, but by what we overlook. Figure and Ground in Perception Imagine looking at a photo of a tree in a forest. The tree might stand out as the figure—it’s what your attention is drawn to. However, the forest, the sky, and even the light conditions around the tree create the ground. These background elements are not immediately in focus, but they are essential to understanding the tree’s existence and meaning within its environment. Our minds are naturally inclined to separate figure from ground, but this process often distorts our perception. By focusing on one aspect, we tend to neglect the broader context that gives it meaning. This principle applies not just to visual perception but also to the way we experience media, technology, and culture. McLuhan’s Take: Media as Ground For McLuhan, media and technology are the “ground” upon which all human activity takes place. We often fixate on the “figure” of a medium—the content it delivers—without recognizing the ground, which is the medium itself and its pervasive influence. For example, we might focus on the latest viral video (the figure) without reflecting on how platforms like TikTok (the ground) shape attention spans, social behaviors, and even our cultural norms. McLuhan famously argued that “the medium is the message,” meaning the medium’s structure and characteristics influence society far more deeply than the specific content it carries. The figure (content) distracts us from examining the ground (medium), which often operates invisibly. Figure and Ground in Daily Life Consider smartphones. The apps, messages, and videos we interact with daily are the figures. The ground is the smartphone itself—a device that transforms communication, alters social dynamics, and restructures how we manage time and attention. Focusing solely on what’s displayed on the screen blinds us to the ways the device reshapes our lives. Rebalancing Perception To truly understand the impact of media and technology, McLuhan urged us to become aware of the ground. By stepping back and observing how the environment shapes the figure, we can better grasp the larger systems at work. This requires a shift in perspective: instead of asking “What does this content mean?” we might ask “How does this medium affect the way I think, behave, or relate to others?” Understanding figure and ground helps us see the world more holistically, uncovering hidden dynamics that shape perception and culture. It’s a reminder that what we take for granted—what fades into the background—is often the most transformative force of all.