Abstract
This paper introduces and applies Marshall McLuhan’s Tetrad model, grounded in critical media studies, as an interpretative framework for analysing corporate concept videos as design fictions. Through a close reading of seven videos, we identify three recurring themes: present as future, the rhetoric of the new and socio-economic utopia. In parallel, the two diagonals of the Tetrad reveal contrasting orientations: the enhances-obsolesces diagonal reflects a corporate anticipatory (non-radical) future, whereas the retrieves-reverses diagonal is more critical and disruptive. We discuss figure-ground reversal as a key strategy for historicising corporate concept videos and suggest how the Tetrad can foster historical reflexivity in speculative design.
Keywords
concept video, speculative design, historicism, media studies
DOI
https://doi.org/10.21606/drs.2026.479
Citation
Jang, S., and Bolter, J.D. (2026) Historicising Speculative Design with McLuhan’s Tetrad, in Simeone, L., Gray, C. M., Verhoeven, A., de Götzen, A., Bakırlıoğlu, Y., Zohar, H., Stead, M., and Buwert, P. (eds.), DRS2026: Edinburgh, 8–12 June, Edinburgh, United Kingdom. https://doi.org/10.21606/drs.2026.479
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Included in
Historicising Speculative Design with McLuhan’s Tetrad
This paper introduces and applies Marshall McLuhan’s Tetrad model, grounded in critical media studies, as an interpretative framework for analysing corporate concept videos as design fictions. Through a close reading of seven videos, we identify three recurring themes: present as future, the rhetoric of the new and socio-economic utopia. In parallel, the two diagonals of the Tetrad reveal contrasting orientations: the enhances-obsolesces diagonal reflects a corporate anticipatory (non-radical) future, whereas the retrieves-reverses diagonal is more critical and disruptive. We discuss figure-ground reversal as a key strategy for historicising corporate concept videos and suggest how the Tetrad can foster historical reflexivity in speculative design.