because

MARSHALL MCLUHAN
Sketchcamp Chicago, 2013
By Dan Klyn from
― faced with
unmeasurables,
people steer
their way
by magic‖
As Tom Wolfe has aptly inquired,
What if McLuhan is right?
Suppose he is what he sounds like—
the most important thinker s...
I don't necessarily agree with
everything that I say
1964

1967
the content of a medium is like
the juicy piece of meat carried by the burglar
to distract the watchdog of the mind
our conventional response to all media,
namely that it is how they are used that
counts, is the numb stance of the
technol...
media = environment
any understanding
of social and cultural change is
impossible without a knowledge of
the way media work as
environments
- ...
WHY THIS MIGHT MATTER:
•

Has there ever been a time in
digital when there’s been more
interest in and focus on content?
WHY THIS MIGHT MATTER:
•

You sometimes
pick or influence
the medium that your work
is expressed within.
WHY THIS MIGHT MATTER:
•

You sometimes
do not
pick or influence
the medium that your work
is expressed within.
inherencies
in here
WHY THIS MIGHT MATTER:
•

The media ecology of UX has under
gone profound change with the advent
of ―lean‖ and agile (!)
Source: Langr Software Solutions

Source: Scott Adams, United Features Syndicate
enhance

MCLUHAN’S
FOUR LAWS OF

reverse

media

retrieve

obsolesce
Enhances:
scope and density of
what we can talk
about together in real
time

Retrieves:
dirt + stick

Reverses:
into docum...
Enhances:
ability of
stakeholders to
consider what
might be good to
do
Retrieves:
architect’s
maquettes

Reverses:
into sp...
Enhances:
ability of designers
to specify how a
thing will be built

Retrieves:
engineer’s
―working drawings‖

Reverses:
i...
mutual
occlusion
O

HA
OO
Some sketches by Jordan Little

iPhone 6 Idea Sketches by Luke Zammit

Mobile UI Wireframe by Siska Flaurensia

Wireframes...
enhance

reverse

wireframe

retrieve

obsolesce
enhance

reverse

sketch

retrieve

obsolesce
enhance

reverse

retrieve

obsolesce
Enhances:
ability of co-located
mixed-context groups
to simultaneously
view what’s being
considered
Retrieves:
stained
gla...
wireframes

big paper
DO THREE THINGS
•

Be Perseus, not Narcissus.

•

Consider the not-necessarily-connected –ness
of message and media.

•

A...
Enhances:
ability to
understand
person-level
context

Retrieves:
cubism

Reverses:
into characature

Obsolesces:
customer
...
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Because McLuhan
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Because McLuhan

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Closing Keynote from SketchCamp Chicago 2013. Audio here:

https://soundcloud.com/dan-klyn/because-mcluhan

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  • Why do architects need to create stars? Because, I think, architecture deals with unmeasurables… Architects, grappling with the intangibles of design, select a guru whose work gives them personal help in areas where there are few rules to follow.” – Denise Scott Brown
  • The content or message of any particular medium has about as much importance as the stenciling on the casing of an atomic bomb. 
  • We do social and cultural change. All the time.
  • “The ability to perceive media-induced extensions of man, once the province of the artist, is now being expanded as the new environment of electric information makes possible a new degree of perception and critical awareness by nonartists”
  • “Intense participation and low definition, where viewer has to fill in or complete the image themselves = “cool”
  • “In a cool medium, the audience is an active constituent of the viewing or listening experience”
  • “Low in participation by the audience, extends a single sense with high definition” “Fragmented, exclusive”
  • Tsien and Williams withhold certain views in certain media from the client
  • Proposition: don’t *ever* show web / app / digital UI / UX / IxD work that’s not a figured-out product yet on a computer or projector. Never. Our content may be hand-rendered and sketchy as all hell but photographing it and sharing and presenting it on a digital device / screen / projected image involves the effects of a new medium, and the message of that additional layer of the digital/projected medium “says” stuff that’s at odds with what and where you’re at in your process. So don’t.
  • Because McLuhan

    1. 1. because MARSHALL MCLUHAN Sketchcamp Chicago, 2013 By Dan Klyn from
    2. 2. ― faced with unmeasurables, people steer their way by magic‖
    3. 3. As Tom Wolfe has aptly inquired, What if McLuhan is right? Suppose he is what he sounds like— the most important thinker since Newton, Darwin, Freud, Einstein and Pavlov? The Playboy Interview: Marshall McLuhan, Playboy Magazine March 1969
    4. 4. I don't necessarily agree with everything that I say
    5. 5. 1964 1967
    6. 6. the content of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind
    7. 7. our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot.
    8. 8. media = environment
    9. 9. any understanding of social and cultural change is impossible without a knowledge of the way media work as environments - Marshall McLuhan + Quentin Fiore, The Media is the Massage
    10. 10. WHY THIS MIGHT MATTER: • Has there ever been a time in digital when there’s been more interest in and focus on content?
    11. 11. WHY THIS MIGHT MATTER: • You sometimes pick or influence the medium that your work is expressed within.
    12. 12. WHY THIS MIGHT MATTER: • You sometimes do not pick or influence the medium that your work is expressed within.
    13. 13. inherencies
    14. 14. in here
    15. 15. WHY THIS MIGHT MATTER: • The media ecology of UX has under gone profound change with the advent of ―lean‖ and agile (!)
    16. 16. Source: Langr Software Solutions Source: Scott Adams, United Features Syndicate
    17. 17. enhance MCLUHAN’S FOUR LAWS OF reverse media retrieve obsolesce
    18. 18. Enhances: scope and density of what we can talk about together in real time Retrieves: dirt + stick Reverses: into documentation Obsolesces: chalkboard Cool
    19. 19. Enhances: ability of stakeholders to consider what might be good to do Retrieves: architect’s maquettes Reverses: into specification Obsolesces: sketches Cool
    20. 20. Enhances: ability of designers to specify how a thing will be built Retrieves: engineer’s ―working drawings‖ Reverses: into the actual product Obsolesces: design ―comps‖ Hot
    21. 21. mutual occlusion
    22. 22. O HA
    23. 23. OO
    24. 24. Some sketches by Jordan Little iPhone 6 Idea Sketches by Luke Zammit Mobile UI Wireframe by Siska Flaurensia Wireframes for sticker app by Jordan Price UI Wireframe Sketch by Chris No
    25. 25. enhance reverse wireframe retrieve obsolesce
    26. 26. enhance reverse sketch retrieve obsolesce
    27. 27. enhance reverse retrieve obsolesce
    28. 28. Enhances: ability of co-located mixed-context groups to simultaneously view what’s being considered Retrieves: stained glass windows Reverses: into billboard Obsolesces: boardroom projector / jumbo-tron TV
    29. 29. wireframes big paper
    30. 30. DO THREE THINGS • Be Perseus, not Narcissus. • Consider the not-necessarily-connected –ness of message and media. • Align medium and message (and temperature), then set everybody’s expectations accordingly.
    31. 31. Enhances: ability to understand person-level context Retrieves: cubism Reverses: into characature Obsolesces: customer segments
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