The Wave of the Future Understanding Marshall McLuhan Paul Schumann

Agenda Introduction References Principles Literate Age Effects Post Literate Age Effects Conclusion 10/20/09 Paul Schumann

Introduction

References

Principles

Literate Age Effects

Post Literate Age Effects

Conclusion

Agenda Introduction References Principles Literate Age Effects Post Literate Age Effects Conclusion 10/20/09 Paul Schumann

Introduction

References

Principles

Literate Age Effects

Post Literate Age Effects

Conclusion

Marshall McLuhan 10/20/09 Paul Schumann 1911 - 1980

Marshall McLuhan 1933: BA, English, University of Manitoba 1934: MA, English, UM 1936: BA, Trinity Hall, Cambridge 1937: Converted to Catholicism 1937 – 1944: Taught English, Saint Louis University 1939: Married Corinne Lewis 1940: MA, Verbal Arts, Cambridge 1943: PhD, Cambridge 10/20/09 Paul Schumann 1911 - 1980

1933: BA, English, University of Manitoba

1934: MA, English, UM

1936: BA, Trinity Hall, Cambridge

1937: Converted to Catholicism

1937 – 1944: Taught English, Saint Louis University

1939: Married Corinne Lewis

1940: MA, Verbal Arts, Cambridge

1943: PhD, Cambridge

Marshall McLuhan 1944 – 1946: Assumption College, Windsor, Ontario 1946 – 1979: University of Toronto 1950: Communication and culture Seminars 1963: Center for Culture and Technology 1967: Benign brain tumor 1979: Stroke 10/20/09 Paul Schumann 1911 - 1980

1944 – 1946: Assumption College, Windsor, Ontario

1946 – 1979: University of Toronto

1950: Communication and culture Seminars

1963: Center for Culture and Technology

1967: Benign brain tumor

1979: Stroke

The Wave 10/20/09 Paul Schumann 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”

McLuhan’s Wake 10/20/09 Paul Schumann

Agenda Introduction References Principles Literate Age Effects Post Literate Age Effects Conclusion 10/20/09 Paul Schumann

Introduction

References

Principles

Literate Age Effects

Post Literate Age Effects

Conclusion

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 Four Causes of Reality , William Crews, Philosophical Library, 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 Digital McLuhan: A Guide to the Information Millennium , Paul Levinson, Routledge, 1999 “ McLuhan’s Wake”, National Film Board of Canada (video), 2002 “ The Wave of the Future: From Four Causes to Four Laws or McLuhan Revisited”, Paul Schumann, 2005, http://incollaboration.ning.com/profiles/blogs/the-wave-of-the-future-from 10/20/09 Paul Schumann

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

Four Causes of Reality , William Crews, Philosophical Library, 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

Digital McLuhan: A Guide to the Information Millennium , Paul Levinson, Routledge, 1999

“ McLuhan’s Wake”, National Film Board of Canada (video), 2002

“ The Wave of the Future: From Four Causes to Four Laws or McLuhan Revisited”, Paul Schumann, 2005, http://incollaboration.ning.com/profiles/blogs/the-wave-of-the-future-from

Other Sources The McLuhan Program in Culture and Technology, http://www.mcluhan.utoronto.ca The Media Ecology Association, http://www.media-ecology.org/ A Model Media Ecologist, Bob Blechman, http://robertkblechman.blogspot.com/ McLuhan & Mailer, video, http://video.google.com/videoplay?docid=5470443898801103219&sourceid=searchfeed The Medium is the Massage, Marshall McLuhan Audio, http://www.ubu.com/sound/mcluhan.html Marshal McLuhan, the Man and his Message, CBC Archives, http://archives.cbc.ca/arts_entertainemnt/media/topics/342/ The Official Site of Marshall McLuhan, http://www.marshallmcluhan.com/ Marshall McLuhan, Wikipedia, http://en.wikipedia.org/wiki/Marshall_McLuhan Digital Ethnography, Michael Wesch, Kansas State University, http://mediatedcultures.net/ksudigg/ Numerous McLuhan Videos on YouTube 10/20/09 Paul Schumann

The McLuhan Program in Culture and Technology, http://www.mcluhan.utoronto.ca

The Media Ecology Association, http://www.media-ecology.org/

A Model Media Ecologist, Bob Blechman, http://robertkblechman.blogspot.com/

McLuhan & Mailer, video, http://video.google.com/videoplay?docid=5470443898801103219&sourceid=searchfeed

The Medium is the Massage, Marshall McLuhan Audio, http://www.ubu.com/sound/mcluhan.html

Marshal McLuhan, the Man and his Message, CBC Archives, http://archives.cbc.ca/arts_entertainemnt/media/topics/342/

The Official Site of Marshall McLuhan, http://www.marshallmcluhan.com/

Marshall McLuhan, Wikipedia, http://en.wikipedia.org/wiki/Marshall_McLuhan

Digital Ethnography, Michael Wesch, Kansas State University, http://mediatedcultures.net/ksudigg/

Numerous McLuhan Videos on YouTube

Agenda Introduction References Principles Literate Age Effects Post Literate Age Effects Conclusion 10/20/09 Paul Schumann

Introduction

References

Principles

Literate Age Effects

Post Literate Age Effects

Conclusion

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” 10/20/09 Paul Schumann

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”

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” 10/20/09 Paul Schumann The medium is the message. Marshall McLuhan

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”

Other Concepts The content of the new medium is the old medium Hot & cool media Figure & ground We look at the present though a rear-view mirror. We march backwards into the future. Global village Four laws of media 10/20/09 Paul Schumann

The content of the new medium is the old medium

Hot & cool media

Figure & ground

We look at the present though a rear-view mirror. We march backwards into the future.

Global village

Four laws of media

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” 10/20/09 Paul Schumann

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”

Technology 10/20/09 Paul Schumann

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” 10/20/09 Paul Schumann

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”

Senses 10/20/09 Paul Schumann Hearing Sight Smell Taste Touch Human

Homunculus 10/20/09 Paul Schumann 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” 10/20/09 Paul Schumann

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”

Cycle of Change 10/20/09 Paul Schumann 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” 10/20/09 Paul Schumann

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”

Five Epochs of Communication 10/20/09 Paul Schumann Primitive Tribal Literate Proto Literate Post Literate 160,000 bce 4,000 bce 2,000 bce 1850 ce

Agenda Introduction References Principles Literate Age Effects Post Literate Age Effects Conclusion 10/20/09 Paul Schumann

Introduction

References

Principles

Literate Age Effects

Post Literate Age Effects

Conclusion

Literate Age Effects Fragmentation Logic Linear time Perspective space Hierarchies Cause & Effect Intellectual property Standardization Mass market Loss of memory Subconscious Nations 10/20/09 Paul Schumann

Fragmentation

Logic

Linear time

Perspective space

Hierarchies

Cause & Effect

Intellectual property

Standardization

Mass market

Loss of memory

Subconscious

Nations

Perspective Space 10/20/09 Paul Schumann

Literate Age Effects Fragmentation Logic Linear time Perspective space Hierarchies Cause & Effect Intellectual property Standardization Mass market Loss of memory Subconscious Nations 10/20/09 Paul Schumann The Four Causes of Reality First cause: Material Second cause: Formal Third cause: Efficient Fourth cause: Purpose Aristotle

Fragmentation

Logic

Linear time

Perspective space

Hierarchies

Cause & Effect

Intellectual property

Standardization

Mass market

Loss of memory

Subconscious

Nations

Agenda Introduction References Principles Literate Age Effects Post Literate Age Effects Conclusion 10/20/09 Paul Schumann

Introduction

References

Principles

Literate Age Effects

Post Literate Age Effects

Conclusion

Post Literate Age Effects Decentralization Involvement Being Centricity Mimesis Boundlessness Simultaneity Indeterminacy Fields (Acoustic Space) 10/20/09 Paul Schumann Enhancement Obsolescence Retrieval Reversal Tetrad

Decentralization

Involvement

Being

Centricity

Mimesis

Boundlessness

Simultaneity

Indeterminacy

Fields (Acoustic Space)

Standing Waves 10/20/09 Paul Schumann

Spontaneous Standing Wave Patterns 10/20/09 Paul Schumann

Comparison Literate Age Fragmentation Logic Linear time Perspective space Hierarchies Cause & Effect Intellectual property Standardization Mass market Loss of memory Subconscious Nations Post Literate Age Decentralization Involvement Being Centricity Mimesis Boundlessness Simultaneity Indeterminacy Fields (Acoustic Space) 10/20/09 Paul Schumann

Literate Age

Fragmentation

Logic

Linear time

Perspective space

Hierarchies

Cause & Effect

Intellectual property

Standardization

Mass market

Loss of memory

Subconscious

Nations

Post Literate Age

Decentralization

Involvement

Being

Centricity

Mimesis

Boundlessness

Simultaneity

Indeterminacy

Fields (Acoustic Space)

10/20/09 Paul Schumann Enhancement Obsolescence Retrieval Reversal Tetrad

Tetrad: Reversal 10/20/09 Paul Schumann

10/20/09 Paul Schumann Enhancement Obsolescence Retrieval Reversal Tetrad

Web 2.0 as a Medium 10/20/09 Paul Schumann

Tetrad “ What aspect of society or human life does it enhance or amplify? What aspect, in favor or high prominence before the arrival of the medium in question, does it eclipse or obsolesce? What does the medium retrieve or pull back into center stage from the shadows of obsolescence? What does the medium reverse or flip into when it has run its course or been developed to it’s fullest potential?” Paul Levinson, Digital McLuhan 10/20/09 Paul Schumann

“ What aspect of society or human life does it enhance or amplify?

What aspect, in favor or high prominence before the arrival of the medium in question, does it eclipse or obsolesce?

What does the medium retrieve or pull back into center stage from the shadows of obsolescence?

What does the medium reverse or flip into when it has run its course or been developed to it’s fullest potential?”

Paul Levinson, Digital McLuhan

Agenda Introduction References Principles Effects Present & Future Applications Conclusion 10/20/09 Paul Schumann

Introduction

References

Principles

Effects

Present & Future

Applications

Conclusion

The Wave 10/20/09 Paul Schumann 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 10/20/09 Paul Schumann This Is The Biggest Driving Force In Your Life Collaboration Community Use of Web 2.0 Tools

Awareness

Understanding

Application

10/20/09 Paul Schumann "The goal of science and the arts and of education for the next generation must be to decipher not the genetic but the perceptual code. In a global information environment, the old pattern of education in answer-finding is of no avail: one is surrounded by answers, millions of them moving and mutating at electric speed. Survival and control will depend upon the ability to probe and to question in the proper way and place. As the information that constitutes the environment is perpetually in flux, so the need is not for fixed concepts but rather for the ancient skill for reading that book, for navigating through an ever uncharted and unchartable milieu. Else we will have no more control of this technology and environment than we have of the wind and the tides.“ Marshall McLuhan, The Four Laws of Media

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 10/20/09 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

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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. 10/20/09 Paul Schumann