The Wave of the Future: Revisiting Marshall McLuhan
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The Wave of the Future: Revisiting Marshall McLuhan

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This presentation summarizes the printed work of Marshall McLuhan and applies it to understanding our present environment, and to forecast some of the future.

This presentation summarizes the printed work of Marshall McLuhan and applies it to understanding our present environment, and to forecast some of the future.

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The Wave of the Future: Revisiting Marshall McLuhan The Wave of the Future: Revisiting Marshall McLuhan Presentation Transcript

  • The Wave of the Future Revisiting Marshall McLuhan Paul Schumann 2/15/07 2/15/07 Glocal Vantage Inc.
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • Marshall McLuhan 2/15/07 Glocal Vantage Inc. 1911 - 1980
  • The Wave 2/15/07 Glocal Vantage Inc. Hokusai … the wave of the future…the wave of the future…the wave of the future…the wave of the future… Attributed to Howard Hughes in “The Aviator”
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • References
    • The Mechanical Bride: Folklore of Industrial Man, Marshall McLuhan, Beacon Press, 1951
    • The Gutenberg Galaxy, Marshall McLuhan, University of Toronto Press, 1962
    • Understanding Media: The Extensions of Man, Marshal McLuhan (McGraw-Hill: 1964; MIT Press: 1994)
    • The Medium is the Massage, Marshall McLuhan & Quentin Fiore, Jerome Agel, 1967
    • “ The Playboy Interview: Marshall McLuhan”, Playboy, 1969
    • Culture is Our Business, Marshall McLuhan, Ballantine Books, 1972
    • Media: The Second God, Tony Schwartz, Random House, 1981
    • The Alphabet Effect, Robert Logan, William Morrow & Co., 1986
    • Laws of Media: The New Science, Marshal and Eric McLuhan, University of Toronto Press, 1988
    • The Global Village, Marshall McLuhan & Bruce Powers, Oxford university Press, 1989
    • Essential McLuhan, Edited by Eric McLuhan and Frank Zingrone, Basic Books, 1995
    • The Medium and the Light: Reflections on Religion, Marshall McLuhan, edited by Eric McLuhan & Jacek Szklarek, Stoddart, 1999
    • McLuhan’s Wake, National Film Board of Canada (video), 2002
    • The Wave of the Future: From Four Causes to Four Laws, Paul Schumann, The Innovation Road Map, 2005 ( http://www.theinnovationroadmap.com/Magazine/Articles/TheWaveoftheFuture.pdf )
    2/15/07 Glocal Vantage Inc.
  • Other Sources
    • McLuhan Global Research Network, http://www.mcluhan.ca/
    • The Media Ecology Association, http://www.media-ecology.org/
    • The Media Ecologist, Bob Blechman, http://robertkblechman.blogspot.com/
    • Media Literacy, http://www1.medialiteracy.com/home.jsp
    • McLuhan & Mailer, video, http://video.google.com/videoplay?docid=5470443898801103219&sourceid=searchfeed
    • Media Ecology of Marshall McLuhan, Em griffin & E.J. Park, http://www.afirstlook.com/docs/mediaecology.cfm
    • Marshall McLuhan Audio (4), http://www.ubu.com/sound/mcluhan.html
    2/15/07 Glocal Vantage Inc.
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • Principles
    • All technologies are extensions of us
    • All media technologies are extensions of our senses
    • When our senses evolved, we had no technology
    • Any new media technology upsets the balance of our senses
    • A change in the balance of our senses alters our perception of “reality”
    • We have experienced four “realities”
    2/15/07 Glocal Vantage Inc.
  • Principles
    • All technologies are extensions of us
    • All media technologies are extensions of our senses
    • When our senses evolved, we had no technology
    • Any new media technology upsets the balance of our senses
    • A change in the balance of our senses alters our perception of “reality”
    • We have experienced four “realities”
    2/15/07 Glocal Vantage Inc. The medium is the message. Marshall McLuhan
  • Other Concepts
    • The content of the new medium is old medium
    • Hot & cool media
    • Figure & ground
    2/15/07 Glocal Vantage Inc.
  • Principles
    • All technologies are extensions of us
    • All media technologies are extensions of our senses
    • When our senses evolved, we had no technology
    • Any new media technology upsets the balance of our senses
    • A change in the balance of our senses alters our perception of “reality”
    • We have experienced four “realities”
    2/15/07 Glocal Vantage Inc.
  • Technology 2/15/07 Glocal Vantage Inc.
  • Principles
    • All technologies are extensions of us
    • All media technologies are extensions of our senses
    • When our senses evolved, we had no technology
    • Any new media technology upsets the balance of our senses
    • A change in the balance of our senses alters our perception of “reality”
    • We have experienced four “realities”
    2/15/07 Glocal Vantage Inc.
  • Senses 2/15/07 Glocal Vantage Inc. Hearing Sight Smell Taste Touch Human
  • Homunculus 2/15/07 Glocal Vantage Inc. Source: www.visualsunlimited.com Homunculus model showing what the human body might look if proportioned to the extent of sensory areas of the brain.
  • Principles
    • All technologies are extensions of us
    • All media technologies are extensions of our senses
    • When our senses evolved, we had no technology
    • Any new media technology upsets the balance of our senses
    • A change in the balance of our senses alters our perception of “reality”
    • We have experienced four “realities”
    2/15/07 Glocal Vantage Inc.
  • Cycle of Change 2/15/07 Glocal Vantage Inc. We invent a new media technology The new media technology alters our sense ratios The altered sense ratio alters our perception The altered perception changes the way we think With a new way of thinking we create new models of reality New models of reality give rise to new inventions We shape our tools and tools shape us. McLuhan
  • Principles
    • All technologies are extensions of us
    • All media technologies are extensions of our senses
    • When our senses evolved, we had no technology
    • Any new media technology upsets the balance of our senses
    • A change in the balance of our senses alters our perception of “reality”
    • We have experienced four “realities”
    2/15/07 Glocal Vantage Inc.
  • Five Epochs of Communication 2/15/07 Glocal Vantage Inc. Primitive Tribal Literate Proto Literate Post Literate 160,000 bce 4,000 bce 2,000 bce 1850 ce
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • Effects
    • Fragmentation
    • Logic
    • Linear time
    • Perspective space
    • Hierarchies
    • Cause & Effect
    • Intellectual property
    • Standardization
    • Mass market
    • Loss of memory
    • Subconscious
    • Nations
    2/15/07 Glocal Vantage Inc.
  • Perspective Space 2/15/07 Glocal Vantage Inc.
  • Effects
    • Fragmentation
    • Logic
    • Linear time
    • Perspective space
    • Hierarchies
    • Cause & Effect
    • Intellectual property
    • Standardization
    • Mass market
    • Loss of memory
    • Subconscious
    • Nations
    2/15/07 Glocal Vantage Inc. The Four Causes of Reality First cause: Material Second cause: Formal Third cause: Efficient Fourth cause: Purpose Aristotle
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • Present & Future
    • Decentralization
    • Involvement
    • Being
    • Centricity
    • Mimesis
    • Boundlessness
    • Simultaneity
    • Indeterminacy
    • Fields
    2/15/07 Glocal Vantage Inc. Enhancement Obsolescence Retrieval Reversal Tetrads
  • Standing Waves 2/15/07 Glocal Vantage Inc.
  • Spontaneous Standing Wave Patterns 2/15/07 Glocal Vantage Inc.
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • Applications
    • Advertising
    • Governance
    • Software development
    • Education
    • Innovation Commons
    • World wide web
    • Ecology
    2/15/07 Glocal Vantage Inc.
  • Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    2/15/07 Glocal Vantage Inc.
  • The Wave 2/15/07 Glocal Vantage Inc. Hokusai … the wave of the future…the wave of the future…the wave of the future…the wave of the future… Attributed to Howard Hughes in “The Aviator”
  • Conclusion
    • Awareness
    • Understanding
    • Application
    2/15/07 Glocal Vantage Inc. This Is The Biggest Driving Force In Your Life Collaboration Community Use the cool tools for change
  • Paul Schumann
    • Glocal Vantage Inc.
    • PO Box 161475, Austin, TX 78716
    • 512.632.6586
    • [email_address]
    • Twitter: innovant2003
    • IM: innovant2003 at Yahoo; [email_address] at Windows Live
    • Skype: paul.schumann
    • Web Sites
      • http://incollaboration.ning.com
      • http://www.glocalvantage.com
      • http://centexwfs.ning.com
    2/15/07 Glocal Vantage Inc.
  • This work is licensed under the Creative Commons Attribution-No Derivative Works 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nd/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. Attribution to Paul Schumann, Glocal Vantage, Inc., www.glocalvantage.com.