Marshall McLuhan's posthumous The Global Village, co-authored by Bruce Powers, explores the new "laws" of media, "laws" fostering a dramatic collision of viewpoints. The first based on Visual Space - the linear, quantitative mode of perception characteristic of the Western world is preserved by the medium of print. While the second, based on Acoustic Space - the holistic, qualitative reasoning of the East - is being fostered by television, the technologies of the data base, communication satallites, and the globalmedia network. McLuhan and Powers offer the 'Tetrad' as a four part structure of analysis for relieving the outcome of this collision. By focusing on four questions - What does this new medium enhance? What does it render obsolete? What does it retrieve that was long ago pushed aside? And what does it produce or become when extended beyond the limits of its potential? - one can postulate the cultural life of an arifact in advance by showing how a total saturated use would produce a reversal of the original intent.
For example, money converted into credit cards: the telephone to the omnipresence of teleconferencing; or the high-rise apartment building: enhancing privacy, rendering community obsolete, retrieving the catacombs, and reversing into a slum. McLuhan's insights, his aphorisms, and his legacy as "the man behind the message", make The Global Village excellent reading for anyone interested in the shaping power of communication technology.
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US Kirkus Review »
A quarter century ago, media guru McLuhan (d. 1980) wrote his famous Understanding Media. Now, in a posthumous volume cowritten by McLuhan's friend Powers (Communications Studies/Niagara U.), the premises of that work are updated. This collaboration stems from research undertaken by the authors at the Centre for Culture and Technology in Toronto. Their analysis of the worldwide impact of video-related technologies takes the myth of Narcissus (central to Understanding Media) a step further. McLuhan was struck by the fact that when men first went to the moon, we expected photographs of craters but, instead, the quintessential symbol of that adventure was the dramatic picture of earth - ourselves: "All of us who were watching had an enormous reflexive response. We 'outered' and 'innered' at the same time. We were on earth and the moon simultaneously." The authors refer to this kind of moment as a "resonating interval" - "the true action in the event was not on earth or on the moon, but rather in the airless void between. . ." In their analysis, this resonating interval represents an invisible borderline between visual and acoustic space. The distinction between the two "spaces" marks the major premise here, with visual space representing the old traditions of Western Civilization - left-brain-oriented, linear, quantitative reasoning - and acoustic space representing right-brain, pattern-producing, qualitative reasoning. Because of electronic communications, the authors believe, these two mind-sets are "slamming into each other at the speed of light." While most societies view themselves through the past, usually a century behind, present-day changes occur so rapidly that this "rearview mirror" doesn't work anymore. By use of what they call the "tetrad," the authors contend that they can postulate four stages in any invention or trend to determine what the final result will be - what it will "flip over" into (e.g., money flipped over to credit cards; the telephone to "ominpresence." as in teleconferencing; cable TV should flip over to home broadcasting; electronic-funds transfer should flip over to "an intense state of credit-worthiness as pure status"). Dense, heavily technological writing - but with the occasional insight that reminds us of what once brought such renown to McLuhan. (Kirkus Reviews)
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Author Biography - Marshall McLuhan
Marshall McLuhan, who died in 1980, taught at St. Michael's College, the University of Toronto. His books The Gutenberg Galaxy and Understanding Media established his international reputation as a communications theorist and made him one of the most famous and controversial scholars of the 1960s and '70s.Bruce R. Powers, a longtime friend and collaborator of McLuhan's, is Associate Professor of English and Communication Studies at Niagara University.