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

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This is a summary of Marshall McLuhan's work applied to understanding the past, present and future. It covers - the medium is the message, the medium as content, hot and cool media, our change from a ...

This is a summary of Marshall McLuhan's work applied to understanding the past, present and future. It covers - the medium is the message, the medium as content, hot and cool media, our change from a pre-literate to literate to post literate society, characteristics of the post literate society, and the four laws of media. It will close with a discussion of the wave of the future.

The benefits of understanding this approach are that you:

• Will understand why our present environment is the way that it is
• Gain a greater understanding of the interrelationships of past, present and future.
• Will understand the influence of media on our perception, thinking and actions
• Will gain insight on the long term future.

Paul Schumann is a practicing futurist with expertise in creativity and innovation. He has lived long enough to see forecasts fail and succeed, including some of his own. He had a thirty year career with IBM in three very different arenas - as a technologist and technology manager in semiconductor technology, as an internal entrepreneur creating the first independent business unit within IBM, and as a cultural change agent developing a more creative and innovative culture. Since retiring from IBM he has 19 years of experience in consulting as a business futurist with programs in creativity and innovation. He is the founding president of the Central Texas Chapter of the World Future Society (http://centexwfs.ning.com). And he is the founder of the Insights – Intelligence - Innovation Collaborative (http://incollaboration.ning.com) . He is on the advisory boards of the Marketing Research Association and the Austin Center for Nonprofit and community Based Organizations. More information about Paul can be found on his web site (http://www.glocalvantage.com).

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The Wave of the Future: Understanding Marshall McLuhan Presentation Transcript

  • 1. The Wave of the Future Understanding Marshall McLuhan Paul Schumann
  • 2. Agenda
    • Introduction
    • References
    • Principles
    • Literate Age Effects
    • Post Literate Age Effects
    • Conclusion
    10/20/09 Paul Schumann
  • 3. Agenda
    • Introduction
    • References
    • Principles
    • Literate Age Effects
    • Post Literate Age Effects
    • Conclusion
    10/20/09 Paul Schumann
  • 4. Marshall McLuhan 10/20/09 Paul Schumann 1911 - 1980
  • 5. 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
  • 6. 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
  • 7. 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”
  • 8. McLuhan’s Wake 10/20/09 Paul Schumann
  • 9. Agenda
    • Introduction
    • References
    • Principles
    • Literate Age Effects
    • Post Literate Age Effects
    • Conclusion
    10/20/09 Paul Schumann
  • 10. 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
  • 11. 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
  • 12. Agenda
    • Introduction
    • References
    • Principles
    • Literate Age Effects
    • Post Literate Age Effects
    • Conclusion
    10/20/09 Paul Schumann
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. Technology 10/20/09 Paul Schumann
  • 18. 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
  • 19. Senses 10/20/09 Paul Schumann Hearing Sight Smell Taste Touch Human
  • 20. 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.
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. Agenda
    • Introduction
    • References
    • Principles
    • Literate Age Effects
    • Post Literate Age Effects
    • Conclusion
    10/20/09 Paul Schumann
  • 26. 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
  • 27. Perspective Space 10/20/09 Paul Schumann
  • 28. 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
  • 29. Agenda
    • Introduction
    • References
    • Principles
    • Literate Age Effects
    • Post Literate Age Effects
    • Conclusion
    10/20/09 Paul Schumann
  • 30. 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
  • 31. Standing Waves 10/20/09 Paul Schumann
  • 32. Spontaneous Standing Wave Patterns 10/20/09 Paul Schumann
  • 33. 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
  • 34. 10/20/09 Paul Schumann Enhancement Obsolescence Retrieval Reversal Tetrad
  • 35. Tetrad: Reversal 10/20/09 Paul Schumann
  • 36. 10/20/09 Paul Schumann Enhancement Obsolescence Retrieval Reversal Tetrad
  • 37. Web 2.0 as a Medium 10/20/09 Paul Schumann
  • 38. 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
  • 39. Agenda
    • Introduction
    • References
    • Principles
    • Effects
    • Present & Future
    • Applications
    • Conclusion
    10/20/09 Paul Schumann
  • 40. 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”
  • 41. 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
  • 42. 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
  • 43. 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
  • 44. 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