WebCon: the network man

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At the beginning of the 90s in silicon valley the future was defined, after good old Marshall McLuhan, as the network society. Now twenty years later that utopia seems further away then ever. Possible solution? Becoming a network man/woman.

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  • WebCon: the network man

    1. 1. WEBCON AACHEN 2012 NETWORK MAN Theo Ploeg network man: the network is the future 1
    2. 2. network man: the network is the future 2
    3. 3. Who is Theo Ploeg?• HvA, Communication, Multimedia & Design• journalist @ Gonzo (circus), ZuiderLucht and OOR• founder www.frnkfrt.net• always sociologist network man: the network is the future 3
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    6. 6. network man: the network is the future 6
    7. 7. Douglas Rushkoff - Cyberia (1994) network man: the network is the future 7
    8. 8. network man: the network is the future
    9. 9. network man: the network is the future
    10. 10. network man: the network is the future
    11. 11. Marshall McLuhan (1911-1980) network man: the network is the future
    12. 12. network man: the network is the future
    13. 13. network man: the network is the future 13
    14. 14. network man: the network is the future 14
    15. 15. Literacy, effects and affects• fragmentation• rationalization• linear perspective• standardization• centralization• mass markets• detachment• hierarchies• nations• logic network man: the network is the future 15
    16. 16. network man: the network is the future 16
    17. 17. network man: the network is the future 17
    18. 18. network man: the network is the future 18
    19. 19. in Playboy (1969) ‘The computer thus holds out the promise of a technologically engendered state of universal understanding and unity, a state of absorption in the logos that could knit mankind into one family and create a perpetuity of collective harmony and peace.’ network man: the network is the future
    20. 20. Post literacy, effects and affects• decentralization• boundlessness• simultaneity• involvement• intuitively• implosion of hierarchies• creativity• subjectivity• being network man: the network is the future 20
    21. 21. cycle of change The new media The altered technology sense ratio alters our sense alters our ratios perception ‘we shape our tools The altered We invent a new and tools shape us’, perception media changes the way technology Marshall McLuhan we think With a new way of New models of thinking we reality give rise to create new models new inventions of reality network man: the network is the future
    22. 22. network man: the network is the future 22
    23. 23. where is the promised network society? network man: the network is the future 23
    24. 24. network man: the network is the future 24
    25. 25. Herbert Marcuse (1898-1979) network man: the network is the future 25
    26. 26. network man: the network is the future 26
    27. 27. in One-Dimensional Man (1964)‘The people recognize themselves intheir commodities; they find theirsoul in their automobile, hi-fi set,split-level home, kitchen equipment’ network man: the network is the future 27
    28. 28. network man: the network is the future 28
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    30. 30. repressive tolerance‘The ability of the system toincorporate rebellious elementswithin itself and use it to make thesystem even stronger’ network man: the network is the future 30
    31. 31. McLuhan versus Marcuse ‘media as extensions of men’ versus ‘men as extensions of media’ network man: the network is the future 31
    32. 32. network man: the network is the future 32
    33. 33. who is will be right? network man: the network is the future 33
    34. 34. Literacy, effects and affects• fragmentation• rationalization• linear perspective• standardization• centralization• mass markets• detachment• hierarchies• nations network man: the network is the future 34
    35. 35. McLuhan: ‘walking backwards into the future’ The new media The altered technology sense ratio alters our sense alters our ratios perception ‘we shape our tools The altered We invent a new and tools shape us’, perception media changes the way technology Marshall McLuhan we think With a new way of New models of thinking we reality give rise to create new models new inventions of reality network man: the network is the future
    36. 36. network man: the network is the future 36
    37. 37. network man: the network is the future 37
    38. 38. network man: the network is the future 38
    39. 39. network man: the network is the future 39
    40. 40. network man: the network is the future 40
    41. 41. being a network man as solution network man: the network is the future 41
    42. 42. the rules of network man• 1. be• 2. don’t accept hierarchy• 3. be in control instead of controlled• 4. program instead of be programmed• 4. embrace subjectivity• 5. be involved• 6. interact directly with everyone (network)• 7. think and feel (and be right) network man: the network is the future 42
    43. 43. network man: the network is the future 43
    44. 44. network man: the network is the future 44
    45. 45. thank you for your attention! network man: the network is the future 45

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