The document discusses Marshall McLuhan's theories on media and communication, highlighting his principles that all technologies are extensions of human senses and that new media alters our perception of reality. It compares effects from the literate age to those anticipated in a post-literate age, emphasizing concepts like decentralization, involvement, and simultaneity. Key references and a conclusion stressing the importance of adaptation and understanding in a rapidly changing informational environment are also included.

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