CRAIG'S RESPONSE TO KIM

You make a lot of great points here, Kim. Of course, you showed your cynical side when it comes to public schools and the dynamics of the American family. Good stuff. I also agree with you that any kind of spiritual form of information is a bit out of reach right now. It's kind of like world peace. A really great thought, but so far it's nothing but a thought or a prayer. I like how you compared this thought of a spiritual global village to integration, but i think integration(and I mean true integration)is a lot closer than this single consciousness McLuhan speaks about. I also found it interesting that you mentioned the internet along with Johnny Q's typical entertainment mediums before his big You Tube presentation. I wonder, do you feel as though this technology fuels a bad conscience? I say this, because you are really adept at maneuvering around this Wiki, and it seems as though you are having fun with it, but I sense a little skepticism that the internet is an altogether "good" tool. Great post here. I got a lot out of your McLuhan criticism.

Posted by Patti in Response to Craig's thoughts on Chapter 6

I can agree somewhat with your comment that technology doesn't always improve civilization... to add to and counter to your point, I toyed with the idea that part of McLuhan's message is that without a medium, we are not human. Humans cannot exist without technology. It is the development and use of tools that make the man, tools are NATURAL extensions of man, therefore, the medium is the message...

Posted by Patti 9/20/08, My comments on the Introductions...

Introduction to the Critical Edition

In Understanding Media, the editor points out that the metaphor for McLuhan’s life and work is the sailor in Edgar Allen Poe’s A Descent into the Maelstrom. In his earlier works, McLuhan referred to a man who survived the maelstrom by learning from everything around him and describes how “Poe’s sailor saved himself by studying the action of the whirlpool and by cooperating with it." Personally, I can relate to this piece of wisdom. I have flailed around in the current technological maelstrom for many years, with great risk of being drowned in the whirlpool. Resisting the flow didn’t help and just caused greater amounts of confusion, fear and loathing. In the early weeks of our Rhetoric and Technology class, I have come to appreciate the zen-like approach of such adages as “go with the flow” and “take the path of least resistance” – it gets one further along and with a lot less anxiety! Mcluhan, of course, suggests that one not merely “go with the flow”, one must study and learn from the potentially fatal chaos surrounding oneself – it is the only course out of the maelstrom. I believe this position is the nexus of Understanding Media.

The editor warns the reader that Understanding Media is written in a style that supports McLuhan’s position that “when we are faced with information overload, the mind must resort to pattern recognition to achieve understanding.” Consequently, ten major ideas are broken down and condensed for the reader in this section. I won’t labor my readers by pointing them all out here in depth, but suggest that it is helpful to refer back to pages xiv through xxi on a regular basis as one is reading through the chapters. The key idea is that any medium is an extension of man and we better pay attention to the profound effects on ourselves. I find his writing to be more anthropological in nature and as such, I found the most intriguing key points to be:

· “any medium exerts its most potent effect by changing the form, scale, and speed of human relations and activities”

· “(media) must be studied for their effects (on man).

· McLuhan’s references to a medium transmitting information is based on our physical responses (senses) to the medium

· Our failure to recognize (as did Narcissus) and our vulnerability to becoming “numb” and our susceptibility to “amputations” (pg xvii).

· The affect (of media) on humans is paramount and it is our “psychic balance” that is in danger of being swept away in the maelstrom.

Introduction to the First Edition

The suggestion is that after thousands of years of the explosion of man and our technologies, we have reached the point of implosion and are rapidly approaching the “final phase” of the extensions of man – the technological simulation of consciousness”. I would agree with this assessment and only have to look at the explosion of popularity of new media such as MySpace and YouTube to cement this claim. As the editor points out “we are suddenly eager to have things and people declare their beings totally”. I agree with the editor’s assessment, yet paradoxical to this eagerness, there seems to be the narcissistic “numbness” of which McLuhan warned.

Craig's Response to Patti

Good point about the numbness already being here. I also like how you incorporated MySpace and YouTube into the depths of the technological simulation of consciousness. I find it interesting, if this is part of the final phase, that sites such as these are very narcissistic with a deceptive social and unitarian complexion. I guess I should clarify that statement, but it's kind of like walking into a bar and telling everyone in the room every little detail about yourself while you hand out the best photo you've ever taken of yourself. People would think you were nuts, and kick you out of the place...but online, this is very acceptable. I think these sites offer more for the individual than the community.

Amanda's Reflection on McLuhan

Listen. My eyes ache after a study session with my Mac. Banks asks, "Can these dry bones walk again?" I ask, can my dry eyes ever see again? Honestly, Visine should set up shop with computer companies. Playback as an artistic process, ok when slow mode is on.

gif animation of a selection from Marshall McLuhan's The Medium is the Massage

McLuhan Chapter Six: Craig's stream of consciousness reflection..

In Chapter six, McLuhan relates technology to man’s mimicking of what nature has accomplished already. He quotes James Joyce’s line from Finnegan’s Wake, “what birds did yesterday, man may do next year,” to exemplify his point. Certainly, this seems to be true, as man now flies with the use of aeronautic technology and man can move at the speed of sound in certain automobiles, etc. What struck me most about this chapter was McLuhan’s discussion of a spiritual form that technology can take. He speaks of a universal consciousness of the human species at the end of the chapter, and relates this to information technology. While I believe the universal consciousness can be achieved simply through a human mind if we allow ourselves to get to that point through such acts as mediation, which is actually a letting go of information in its simplest form, is beside the point of what McLuhan talks about. I’m not sure if he believes a “letting go” of information will get man to this point of a collective conscious; however, we have already achieved a collective commons through information technology and McLuhan warns that if we do not grasp how to utilize this technology we will be lost. Personally, I don’t believe technology always improves civilization. In fact, it seems that we rely upon it a bit too much, but it certainly makes life easier and i do enjoy it. What is really scary is the thought of how lost we truly will be if something of a technological “crash” occurs where all information is lost that is traveling through space. Then, we might actually have a reversal of what McLuhan describes as evolution. Then again, if something like the internet were to crash, someone probably would develop another system that was crash proof, thus improving upon old technology with something newer and better. That’s enough rambling from me for now. Just a bit of McLuhan stream of consciousness here.

 Brian On Chapter 1

Mcluhan evokes some interesting thoughts about human perception and how it relates to both historical cultures and modern media. Naturally the idea that our Wiki page allows us to manipulate others interpretation of our writing came to mind. Our clothes, hair, style, stature, posture, expressions, ect. can manipulate the interpretation of the words we speak. Technology is a new way to market our image, and create perceptions of who we want to be. If the medium is the message than who we want to be is who we are. The idea the content is helpless without the framework of how it is transmitted could send my mind spinning if I thought about it too long.

What pre-conceived notions do we carry into watching a movie vs. reading a book? How were they advertised, and presented? And if it is the same story why do we react differently? Furthermore, the internet provides us an outlet to interact with the story, change it, copy it, send it, add it to our own works, and share it.

I like the idea that social norms even in ancient societies frame our perception. I liked the example of early cultures viewing a murderous criminal like a disease stricken individual deserving pity.

Brian On Chapter 2 and 3

 

 

In chapter 2 Mcluhan discusses the difference between hot and cool media. He explains that characteristically a hot medium is very full of data and does not require very much information to be filled in. He describes a cool medium as one that relies on its audience to participate, and provide the information necessary for completion. He applies his theories about media and technology to societies and cultures throuhgout history. Mchulan explores the idea that cultures that are less technological are more likely to understand the whirlwind of media we find ourselves lost in daily. I feel like Mchulan's examples promote an idea of "the more you see, the less there is." It is like he is saying that discovery promotes knoledge. So while we can exersise our minds eye, develop our cognitive abilities, and create remarkable pathways by reading a book, there is an illusion that we can aquire the same knoledge by watching the movie. This illusion can be interpreted as a representation of American culture. Mchulan explains that access to tools and technology in society determine how that society will crumble or prosper. I think he is trying to illustrate an idea that as the chaotic nature of a new technology is tamed and distrubed it becomes less and less necessary to devote our attention to understanding it, we just accept it. I love how he refers back to his reference of Australian natives and the steel axe by later saying ..."and the death of all the salesmen at one stroke of the TV axe has turned the hot American culture into a cool one that is quite unacquainted with itself." I think here Mchulan warns us of the intelegence surpressing qualites of a pre-packaged culture. Mchulan builds a case for the rise of electronic information causing intelectuals to morph into a slaves to productivity. Mchulan describes societal effects of evolving media. He refrences the shift in the roll of the "city" and the "country." He shows us how the extentions of ourselves represented by the media decentralize access to activities that lend themselves to survival, making these activies second nature, and reducing the necessity for human contact to meet our needs.

 

Brian On Chapter 4

 

 

This is my favorite chapter yet. Mchulan effictively illustrates how the media hypnotically lures us into complacency. Mchulan is sure to point out the numbness that evolves as our technological extentions reduce the need for mental involvement. I love the way Mchulan suggests that exposure to media is a shock to our nervouse system that blocks feelings of discomfort, and like lab rats has us mindlessly navigating through a maze for more satisfaction. He is so right, and I am getting a kick out of how prophetic he really is, considering the age of this book. Mchulan provides a description of the human condition that is embodied by so many in this country when he explains pleasure and comfort as necessary for achieving "equilibrium." He presents technology/electric media as means for achieving this equilibrium promoting pleasure, and consiquently a means for dismantling not only our capability to think for ourselves, but the desire to do so. Check out this song by Strike Anywhere and listen to the singer chant "...But I won't be corrupted or stuck on repeat." For me this song serves as an anthem against the kind of disconnected world of self-satisfaction and robot-like existance electonic media can give birth to.

 

 

http://www.youtube.com/watch?v=H1lk9p86nHg

 

Craig's Response to Brian

 

I like this chapter a lot, too. And you are right. McLuhan is very prophetic. It's interesting how he not only predicts the media's influence over society, but he is right on point about its effect on individuals.

 

 

CRAIG COMMENTS ON CHAPTER 7

 

I only had to look at the title of McLuhan's Chapter seven to scratch my head. He calls this chapter "Challenge and Collapse: The Nemesis of Creativity". Immediately, I wondered how creativity, something I've always revered could be applied in the context of a nemesis. McLuhan points to the overextension of man and technology as Roman slave driver. Is technology a disease? McLuhan equates creativity to an illness when he states, "no society has ever known enough about its actions to have developed immunity to its new extensions or technologies. McLuhan, ever the prognosticator, is speaking of preventative measures when looking at technology and the negative results of man's dependence upon them. Some may say we see some preventive measures being created today, with the invention of windmill energy, solar energy, corn fuel, and hybrid cars, but McLuhan speaks of the creation as being the creator of the demand. In the case of the previous mentioned technologies that are "earth friendly", they are mere reactions to existing technologies that are causing environmental damage. McLuhan warns that we have no way to prevent what future technologies results may be until we are faced with the new technologies. Technology is like the human brain. So much of the brain's existing capability is unknown. In fact, some believe we are all part of a global conscious that McLuhan asserts may be brought about by technology, that we choose to ignore the potential of our minds. The creations are part of the potential in the minds of human beings. The creations are the unknown, untapped regions of individual brains that will effect the collective whole...i'm just not sure it always affects people like a disease, as McLuhan suggests. Some say we are slaves to all of our machines, but there are times that being a slave to a machine for a short time provides much leisure that would not come about were it not for the machine.

Recently, I watched a documentary about some scientists at CERTA in Europe who are trying to simulate the Big Bang theory using some crazy physics and a machine. This would be a way for them to do exactly what McLuhan suggests the doctor do....work backwards to find the prevention for the illness....these scientists hope to discover mysteries about the universe through this Big Bang machine....but no one knows what the result of causing a contained particle collision of this magnitude will be. New technologies may surely arise and new theories developed. But, as McLuhan points out, we cannot know how to react to these new technologies until they exist...Here's a link to when the Big Bang machine is set to crank...

http://cosmiclog.msnbc.msn.com/archive/2008/08/07/1252902.aspx

Big day set for big-bang machine - Cosmic Log - msnbc.com.webarchive

 

http://pilotingpedagogies.pbwiki.com/f/061229_lhc_hmed_6p.hlarge%20-1.jpg?sz=48

 

 

 

Brian On Chapter 5

 

Mchulan begins the chapter by using the metaphor of "civil war" to create a mental picture of his interpretation of how electronic media function in our society.  Mchulan is quick to provide one of his catchy phrases that Rich spoke about in class when he says, "...or the extensions of man, are 'make happen' agents, but not 'make aware' agents."  Here I believe Mchulan summarizes his ongoing premis that allthough media function as human body parts, or represent functions of our brains, the emotional involvement required in performing these functions the "human way"  is vacant from the media's replication.  Mchulan hits us again with wisdom wrapped wit when he discusses the concept of different types of media being "put out" before they are "thought out."  Here I believe Mchulan is commenting on a few things.  First I think he is alluding to the Pandora's Box qualities of all types of media throughout the ages.  In other words, I think he is explaining how on our optimistic road to evolve technology and ourselves we can lose sight of the hazardous reprocussions.  Also, when Mchulan referances Plato and his quest for an "ideal training school" he is noticing our inability to understand the possitive potential of what already exists in human nature and in technology.  This makes me think of the idea that discovery and development promote knowledge, where introduction of new forms of electronic media when thrust upon a culture cause this "civil war" that Mchulan describes.  The funny thing is that within this civil war media become extensions of social values.  Mchulan seems to be making a case for disecting the components of a medium instead of accepting it in its whole form.  I think he presents this case to defer us from  fussing two forms of media into eachother before we analyze their components, because once they meet we are overwhelmed.  Not only by the intricasies of technology, but for some of us, the realization that we have been missing the human qualities of our creations all along.  

 

Brian On Chapter 6

 

Mchulan eloquently describes the spoken word as the first opportunity for man to use symbols and metaphors in order to trancend his environment and interpret experiences at new levels.  Mchulan makes the connection that electronic media work similarly to language when it comes to translating the human experience.  Mchulan finds a way to compare the transformative qualities of descriptive speach to the transformative qualities of electronic media.  He explains how tapping into one common human experience or medium we create a path to a new interpretation of that experience, or new medium alltogether.  Mchulan portrays our use of metaphor as a sort of cosmic control or partisipatory existence in the universe.  Mchulan closes the chapter by presenting a case for a global spiritual consciousness, and by the end of the chapter his ideas feel incredibly natural and difficult to refute. 

 

Brian On Chapter 7

 

In chapter 7 Mchulan observes the role of electronic media through the lens of a physician, providing speculation on how these extentions of man affect our physiology and psycology as individuals and as a "social body."  Mchulan alludes to the idea of "medium is the message"  with his analogy of a specific disease vs.  the "syndrome of just being sick."  In modern society we can compare this to individuals and organizations that have the intention of censoring or eliminating stations, or programs, or music deamed to be inappropriate, infectious if you will.  However,  this chapter brings the reader back to Mchulan's original premis that it is the system as a whole that has to be to blame if its offspring  has any sort of effect.   Mchulan compares introducing new technologies to a kind of social surgery that affects the originally unharmed portions of the social body, much as a mishap in actual physical surgery could affect/infect other areas of the body.  Mchulan bounces around the idea of artists possessing an immunity to these social disruptions, as they are assisted by a type of prophetic shield created by their observance and portrayal  of what is natural and simple.  Mchulan presents a  frightening interpretation of the surrendering of our senses and therefore our rights to commercial interests through the media.  He says ..."like handing over the common speech to a private corporation, or like giving the earth's atmosphere to a company as a monopoly."  CREEPY!!! And still, Mchulan's radical-at- first-glance  assertions make nothing less than perfect sense following yet another instalment of his "autopsy" (he he)  on the effects of technology on the social body.