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[Music] professor Eric McLuhan Khonsu intervention media ecology in the 21st century
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like here Emilio San Ysidro in tune the professor McLuhan is master you tour in literature I in Glaser della Universidad de Dallas tiene más the current a new experiential or same territory Airacobra
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cassian value of the communication cultura he heaped hola here I say hello gnosis universidades the solution use kana yatra spices mother said quote all
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the laws of media in mil novecientos rosetta you Cho is a travesty cemente durante muchos años con su padre marshall mcluhan tambien estado profundamente involucre doe en la exploration de La Colonia de
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los medios Feliz comunicaciones su investigaciones he pensamiento ha sido publicado ZN libros gray Vista's k KU brent Emma's como los medios las comunicaciones la purser Sione la
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literatura desde mil novecientos Asante cuatro actualmente esta investig-- and o la natural en la estructura de los Renison en toes include o el que ahora no same well de el primer at Reina
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see me aunt oglalas assualt or Y cuarto de más de penteli dos [Applause] well that was a spectacular presentation
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Lance thank you very much and thank you for inviting me to come in and talk to you let me add a footnote to what Lance
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was saying and give you an example of the medium as the message or the difference between medium and content and their effects since we're launching
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a new degree program it might be a good idea to remember the ancient distinction or definition of an education it said an
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education is what remains when you've forgotten everything you were taught you have to think about that for a moment and about the present and he said the
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future is contained in the present and that's very true my title is media ecology in the 21st century and I'd like to begin by mentioning some aspects of the current
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environmental situation each of them is a matter of profoundly ecological in
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nineteen sixty seven and eight we all go back to those deep those days we frequently discussed with the students at Fordham University the possibility of
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taking an ecological approach to medium nobody thought of it before for some time it had been apparent that media environments could be programmed even as
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the natural environment could respond to deliberate human manipulation understanding media the extensions of man was published in
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1864 and in it McLuhan observed that a medium was an environment of services and dis services and adjustments that accompanied each new technological
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innovation ecology was the big buzzword at the time because Rachel Carson had published a book just a couple of years earlier in 1962 and alerted people to
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toxic environmental effects and of course this was the hippie era in which everybody was becoming very active and
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also many had suddenly become aware of the growth of the world's population so zero population growth was a concern following Buckminster Fuller people now
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talked about spaceship earth mm-hmm oh okay fine there is no room on spaceship earth for passengers there's only crew
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this is the sort of thinking that was going on the new surround of satellites and global information had made the globe itself the content of a man-made
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environment the global village of radio would soon turn into the global theater we now inhabit increasingly people were voicing concerned about the side effects
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of burning fossil fuels and of dumping garbage and chemicals into the rivers and oceans however fifty years ago in 1968 ecology was not yet a formal
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science and while there was a lot of concern there was no activism our sciences were superb at specialist tasks they just didn't have the tools for
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managing simultaneous systems environmental ecology was a completely new and foreign way of thinking and so was the idea of me ecology ecology is the science of the
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entire natural environment and the effects of releasing various substances into the earth and the air and the water ecologists attempt to understand the
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effects both local and global of all the various pollutants and deletions as much as air and water man-made media our environments the garments worn by each
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technology since understanding media the book the terms medium and environment have been synonymous they consist of all the services and diss services and
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rearrangements in the scale and pace of life and culture and self that we make in accommodating ourselves to the new technologies Marshall McLuhan declared
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these things unmistakeably in the second or third paragraph of understanding media here's what he wrote mm-hmm well the message of any medium or technology
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is the change of scale or pace that it introduces into human affairs the railway did not introduce movement or transportation or wheel or Road into
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human society but it accelerated and enlarged the scale of previous human functions creating totally new kinds of cities and new kinds of work and leisure this happened whether the railway
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functioned in a tropical or northern environment and is quite independent of the freight or content of the railway medium this fact merely underlines the point that the medium is the message
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because it is the medium that shapes and controls the scale and form of human association in action the content or uses of such media are as diverse as
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they are intellectual in shaping the form of human association indeed it's only too typical that the content of any medium blinds us to the character of the medium
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the content absorbs the attention of the user and by doing that it it diverts attention away from everything else in other words the study of media is really
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the study of ignorance after returning from the Year at fordham McLuhan made the following observations it is now perfectly plain to be that all media are
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environments as environments all media have all the effects that geographers and biologists have associated with environments in the past environments
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environments shape their occupants one person complaining about my observation that the medium is the message simply said McLuhan means that the medium has no content this remark was extremely
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useful to me because it revealed the obvious namely the content of any medium is the user this applies equally to electric lights any language whatever
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and of course housing motorcars even tools of any sort and you might say microphones it is obvious that the user or content of any medium is completely
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conformed to the character of this man-made environment his entire sensory life arranges its hierarchies and dominance in accordance with the environment in which he operates when
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the sensory says inputs are dimmed the sensory response is correspondingly strong this is why small children are always poetic and their responses to anything at all as we grow older we dim
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down the sensory responses and increase the sensory inputs turning ourselves into robots that is why art is indispensable for human survival art perpetually
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dislocates our usual sensory responses by offering a very abstract or meager and selective input the medium is the message because the environment transforms our perceptions
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governing the areas of attention and neglect alike parallel paralleling the relation between ecology and the natural environment media ecology is the science
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of these psychic and social environments every new medium then imposes an entirely new culture think of print think of the smartphone let me mention
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two of the larger features of the present media ecological environment first note that the West and in fact the whole world is presently in the grip of
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the largest and grandest grandest renaissance in human history what's going on all around us right this moment generally now Renaissance azar invisible
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to the people who are involved in them having begun in the mid 19th century this Renaissance shows no signs whatever of abating instead it shows every sin
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every sign of accelerated generally renaissance --is our invisible to the people who endure them having begun in the mid 19th century this Renaissance
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shows no signs as yet of a beating instead it shows every sign of accelerating the word Renaissance didn't appear in English until 1845 above the
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time of the Telegraph Telegraph technology kicked off the Renaissance that we are in now any environmental action automatically saturates and
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paralyzes the sensibilities cataclysmic size and power and sheer obvious nassif Orma cloak of invisibility the Renaissance churning about is right now
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that of the 20th and 21st centuries deserves intense media media ecological scrutiny the Renaissance is a border phenomenon at once a frontier between
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phases of culture and an announcement that a new phase is getting underway the frontier is the natural habitat of the series artists evidence of the present
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present Renaissance abounds on every hand every imaginable corner of our culture and our arts and our sciences is presently embroiled in a ferment of
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discovery and rediscovery life today isn't rational it's kaleidoscopic I'm going to give just a couple of examples of what I mean you can fill in the rest
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medieval art is being reborn Renaissance means a rebirth beginning with the pre-raphaelite movement if resurfaced unexpectedly in
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such ordinary forms as the organization of the newspaper page and the rediscovery of traditional crafts as cottage industries are now disrupting big business in religion
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it's the established forms but institutional bureaucracies that are suffering decline the older more intuitive forms the evangelical and charismatic movements are booming
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paganism is on the increase and all the age-old mystery religions and tribal gods are slowly recovering their following as is goddess worship witchcraft superstition occultism of
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every kind Lance mentioned group identity group identity instead of private individual identity is now found everywhere from youth culture to the
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business world where it's called corporate culture to advertising to feminism and other isms even to the me2 movement ancient tribal identities and
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antipathies have searched up in cultures in recent years in the form of separatist movements everywhere most important is the transformation of Western culture in our time that has has
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been via the revival of group experience in the form of the mass audience the reading public now largely gone was a side effect of the printing press but
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the mass audience results from electric simultaneity and participation we're presently reviving and retrieving old TV shows and old comic book characters are
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now the subject of new movies like Batman and spider-man and so and so on and so on living at the speed of light then of the chills just a couple of
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examples if there's even now a book I just found out about the Renaissance now underway living at the speed of light courtesy of our electronic media means
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that we live mythically that is in all times and spaces and cultures at once you can pick up your smartphone and talk to somebody who's still in yesterday or
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going in the other direction around the world you can talk to somebody who looks already in tomorrow and that puts you in at least three different days
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simultaneously but take that little step further you live mythically in the past and in the future and in the present living mythically means a form of consciousness in which knowledge does
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not exist outside the knower embodied in a physical text but instead is lived dramatically communally performed in much the same manner as the myths of
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oral tribal man were performed and that's what we now call news when we judge or breaking news which is entirely
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percent participation in breaking news you participate in the event as it is occurring before it becomes news if the president - anse is invisible due
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to sheer presence and pervasiveness so is the movement toward nomadism in our culture and this is another environment environmental characteristic of what's
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going on right now any media ecological study of this movement towards nomadism might begin with an inventory of the range of media that facilitate it and
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that would be part of the ground for it the shift in Oh Madison means that we are realigning our culture from the mode of gatherer to that of information hunter from central to D central from
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job to role this after 10,000 years of moving in the opposite direction towards gathering and manufacturing and centralism and cities few changes could
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be larger or more significant for the culture and the economy or more significant significant for media ecologists in terms of the economy means
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a shift from hardware money to software information which is infinitely portable so money has had to be converted into information hence forms like the credit card and
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Bitcoin not surprisingly we haven't - realigned our thinking yet we're still training gatherers and job holders we need to begin to train hunters
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information hunters idea hunters and idea conjurer's such as will be the main business of Western society in the next century or two although the West will
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largely cease to exist as all of our cultures go global the same fate befalls the east which is already discovering the sweep seductions of our old hardware technology and has
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begun bequeathing us it's accumulated right-brain techniques of management of self in society wisdom and work alike China never had a nineteenth-century and so it's finding
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it comparatively easy to adopt and adapt to the new digital environment they can leapfrog over that 19th century right into the present role playing itself is
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a form of nomadism going from one set of activities to another putting on one set of responsibilities after another or all at once the multitasker is a nomad and
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vice versa the Nomad is a multitasker and a generalist there are two clear symptoms of creeping nomadism in our midst the present-day rage for backpacks
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which leave the hands-free and the penchant for carrying bottled water the jogger who runs with neither urgency nor destination is a sort of nomad in embryo
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the jogger you notice is enjoying an experience he's not going somewhere he goes around the block McLaren in an
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essay called the egg and bite of in wit remarked when we put our central nervous system outside us we return to the primitive nomadic state we have become
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like the most primitive Paleolithic man wants more globalwanderers but information gatherers rather than food gatherers from now on the source of food wealth and life itself will be
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information the transforming of this information into products is now a problem for the computer experts no longer a matter for the utmost division of human labor and skill automation that
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is robot ism as we all know dispenses with personnel this terrifies mechanical man because he does not know what to do about the transition but it simply means
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that work is finished over and done with the concept of work is closely aligned to that a specialization of special functions and non-involvement
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before a specialization there was no work man in the future will not work automation will work for him but he may be totally involved as a painter is or
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as a thinker is or as a poet is man works what he has partially involved when he's totally involved he is at play or at leisure man in the electric age
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has no possible environment except the globe and no possible occupation except information-gathering just look at some of the nomads enabling
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technologies and again I'll just mention a few one cell phones for one preceded by mobile telephone car radios that is
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cabs police vehicles and ambulances citizen band radios in general ephemeralization doing more with less and as things get smaller and lighter
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they become more portable from installation to desk to case to pocket to wrist to implant you see computers
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following that chain and many other devices notebooks and laptop computers preceded by the barely portable desktop computer a similar shift in the ancient
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world from writing-on-stone to radical and paper changed the style of empire didn't matter what you wrote on it the fact was that you could use much more
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using much less the electricity makes all empire building obsolete because it makes geography irrelevant if you're talking to the global the entire globe
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at the same time borders and countries are very old-fashioned things and not much up and not much use now we have wearable computers and Wi-Fi and
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wireless gear of all sorts the smartphone just considered to consider the smartphone incorporates TV
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radio camera movie theater encyclopedia telephone clock and so on and so on dozens or hundreds of apps and Skype in your understanding media we had a
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chapter or my father wrote a chapter called the gadget lover and he subtitled narcissus as narcosis and today the
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gadget lover is the app collector it's worth three reading that chapter with that in mind satellite information of all kinds is accessible from anywhere
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pretty much on the ground you just need a receiver in addition there is GPS data so you can never get lost anywhere in the world the information hunters
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channel surfers web and net surfers these are nomads you get the idea nomadism takes several guises in our world from physical to cultural to
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metaphysical the discarnate effect of electric media from telephone to Internet makes nomads of us all these matters ought to be of the utmost
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concern to MIT media ecologists as they have profound implication for cultures all over the world moving at the speed of light every user of electric media is
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simultaneously here and there sidestepping all physical national geographical and temporal limitations and boundaries this means that every
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nation in the world is now multinational or rather multicultural and equally that every culture in the world is multinational the situation bound to give rise to a great deal of confusion
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and uncertainty of identity and Epis such confusions regularly breed wars to sort them out and our time is no exception we've endured two world wars
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and a cold war and information war a number of hot wars are in progress around the planet right now and we are embroiled in the onset of the terrorists
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wars and those are global as well the terrorists against this backdrop appears to his world as a sort of culture hero the quixotic media ecologist of the
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Rainbow Warrior stripe he tilts like Quixote anonymously against the deluge of pollution that spreads daily through his world and his culture he assumes the
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mantle of tragic hero he remains anonymous in order to put on the mantle of unanimity in order to personify anti-environmental forces Aristotle held
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that a tragedy would in style pity and fear the terrorist aims to arouse sympathy pity and to instill fear since
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every culture is multinational but target is everywhere to be found the small group becomes an army despair leads to resolve resolve becomes piety
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and piety without identity can easily become nihilism these rifts in the discarnate crowd reveal the dynamic of the closed crowd the terrorist group
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making war upon the open crowd today both open and closed crowds are content of a new crowd also known as the mass
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audience and obsolete manifestations of nostalgia these metamorphosis of crowds and audiences are ecological responses to environmental pressures and they
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invite corrective action to alleviate the pressure noting the differences between 19th and 20th century responses to electric media
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Marshall McLuhan observed and I quote the effect of electric technology had at first been anxiety now it appears to create boredom we have been through the three stages of
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alarm resistance and exhaustion that occur in every disease and stress of life whether individual or collective notice where we are in that scale with
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respect to our attitude to robots alarm resistance exhaustion and acceptance at least are exhausted slump after the
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first encounter with the electric has inclined us to expect new problems however backward countries that have experienced little permeation with our own mechanical and specialized culture
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are much better able to confront and to to understand electric technology like China not only have backward in non industrial cultures no specialist habits
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to overcome in their encounter with electromagnetism but they have still much of their tradition in oral culture that has the total unified field character of our new electromagnetic our
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old industrial areas having eroded their oral traditions automatically or in the position of having to rediscover them in order to cope with the electric age in
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other words being backward can often be a great advantage the accelerated global Renaissance around us the rise of terrorism the move towards global
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nomadism the interpretation of all cultures these and dozens of other environmental movements are deeply media ecological concerns and ought to be addressed forthwith another example is
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the rise of knowledge management in the age of the global information and the information economy paradoxically knowledge management concerns managing not knowing one effect
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of the information environment will be massive ignorance rather than enhanced wisdom immediate collage achill paradox a renaissance asurs in a vortex of
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updating and displacing and leapfrogging it is a marvelous time for research and experiment it is a time of confusion and absolute chaos today our media are still
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largely as invisible to us as was the natural environment before the satellite you might compare announcing that a global Renaissance is underway to insisting the climate change is real and
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catastrophic or to announcing that the oceans had risen 6 inches while no one was watching or pointing out a shift towards nomadism to pointing out the growth of a large hole in the ozone
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layer our idea of media ecology 50 years ago was a sort of civil defense the objective was to gain control of media environments so that we might begin to
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regulate them improve and program their side-effects one such side effect is always a new mode of culture consequently each new
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medium means the disruption or the scrubbing of whatever culture was current before it appeared in TV culture is substantially different from movie culture and computer culture is no
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friend to literate culture it has taken TV as its content the effect of the book on the screen is not that of the book on
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the hand in the hand rather anymore than film on TV had the same effect as does film on a theater screen and the effect of the computer on a literate culture like North America is substantially
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different from the effect on non literate cultures like shine or the middle-east quote again from understanding media it makes all the difference whether a hot medium is used
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in a hot or cool culture the hot radio medium used in cool non literate cultures as a violent effect quite unlike its effects say in England or America where radio is felt as
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entertainment a cool or low literacy culture cannot accept hot media like movies or radio as entertainment they are at least as radically upsetting for
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them as the cool TV medium has proved to be for our highly literary world because we ignore them we allow all media to be
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utterly ruthless many are toxic all or addictive understanding a civil defense are urgently needed media ecology also meant that we might for example
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intervene in the ecological balance to adjust environmental pressure if let's say a culture was about to go on the warpath when might cool things off by
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return retuning that cultures environmental it'll reduce the ration of radio or print slip in some extra hours of TV or other cooler media the parallels to physical ecology hold
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fairly well obviously increasing our own exposure to the new global environments will not diminish their capacity to ravage other cultures but it does blind
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us to what is going on indoctrinated neophytes into using one or another new technology under whatever guys Media literacy comes to mind is the kind of
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perverse benevolence whereby we do as the explorers in the new world bring bringing to the natives the goodies of civilization even as they wipe them out with our invisible diseases
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we all know that media are addictive we ourselves are completely addicted to cars to oil to radio to telephones computers the wheel the pump the
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alphabet and all arrests eliminate one the withdrawal symptoms are cataclysmic think of the blackouts and the strikes when the environment breaks down then
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the thing surfaces and you can see the moment the power goes off now you can see that environment it's it's visible those engaged in teaching media literacy
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and other media training courses are actually in the business of peddling toxic and addictive things too naive new users addicts to be they are de facto
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unacknowledged extensions of the marketing arms of the manufacturers of the technologies I'm not a pessimist I'm an optimist the civil war is any process
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of rapid innovation or change on one's own civil civilian population that we are today embroiled in a global civil war is of intense concern to media
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ecologists today's civil conflict far surpasses in depth and scope any earlier war this one a response to the assault of our own new digital media to pursue
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the parallel a little further ecology is a science of the physical environment the physical environment of the world not just a one country at a time media
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ecology is also an environmental science one that deals with the psychic and social environment rather than deal with physics media ecology deals with the
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metaphysics the ecologies of culture and of mind and of states of being media ecology is metaphysics and that's one thing that puzzles
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educators ecology the old ecology has an established field of study the natural environment and the side effects of human alterations of the physical environment ecological science has laws
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the laws of physics and chemistry and can bring to bear the full scientific methods of study it has developed or is developing procedures and techniques for dealing with global systems with
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knowledge comes responsibility so ecologist distort discharge their responsibility in two ways they warn the public and legislators of the toxic
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dangers we confront with each new alteration to the ecosystem when we release toxic substance toxic substances into that ecosystem climate changes an
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example and they recommend corrective action usually to stop dumping immediately media ecology now the parallel has a field the side effects of
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manmade environments and their interplay and the psychic and social and cultural consequences of human alterations to the equilibrium of those environments climate change has its parallel in
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culture change media ecology also has its laws there are the four laws of media for starters where physical ecology uses the scientific method born
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of efficient causality media ecology has formal causality the usual causal mode of simultaneous environmental action media ecology has also its procedures
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and techniques largely drawn from the arts which serve as early warning systems and the training of perception and if critical awareness available is available in the liberal arts with
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knowledge comes responsibility Media ecologists have the duty to warn the public and legislators of the toxic side effects of new media and on the world's cultures and societies
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including our own media ecologists have the duty to recommend corrective action or to ameliorate past and present conditions and to forestall future
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inimical conditions here and abroad in both of these areas media ecology and physical ecology media ecology has been and is delinquent all of our new media
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are global in reach there is a desperate need for media ecology to begin shouldering its responsibilities and to discuss with the cultures of the world the need to put environmental safeguards
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in place before they are subsumed or eradicated hitherto it has taken our culture two or three centuries to accommodate itself to the demands of
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each new technology such as writing or the horse collar or print even a generation or two is simply not enough time to adapt to such massive change the
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entire culture has to be recast refurbished the large areas are shed others are revivified or reinvented a new identity has to be forged which
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process usually entails a war or series of wars it takes more than a generation to rebuild cities to reconstruct or infrastructures today the time available
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for adaptation is virtually nil every 2 or 3 years we are hit by a powerful new technology of the proportions of television or radio or automation and
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not only we but the entire world is subject to these assaults on culture and psyche no sooner has one of self begun to work its way through the culture than another is mounted and delivered the
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consequence of this stream of innovation has necessarily to be a massive numbness and a paralysis of the mind and and will and total disorientation
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well a great deal of useful study has already been done let me mention just a couple Murray Schafer's the tuning of the world takes the training of the musician and the composer out of the
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concert hall and puts it into the environment Jane Jacobs has studied the dynamics of cities from a media ecological perspective the works of Harold Innes and Ericka Verloc have
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opened up essential avenues of approach Marilyn Emery studies of the effects of television used what we now call the wisdom of crowds she reviewed every study ever done of the effects of TV
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everything ever done in the entire world of the effects of TV and radiant light screens and revealed that they are what she called maladaptive media in other
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words you can adapt to it but it does you no good in the process it does you learn Edmund Carpenter has done pioneering work in the Arctic north and in New Guinea and in North America
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Burnley North America that's for starters mmm now there's three ecological actions are clearly indicated as a phase of any
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program of media ecology study 1 draw from our arts all that they can purvey provide by way of training of perception and of critical awareness examine how
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the arts of each culture make available a responsive system for detecting cultural and perceptual change like a dual line of radar stations or a line of
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seismographs integrate this training into the curriculum examine each new technology before it is released just as they studied new drugs before we declare
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them safe for public use and refuse its release until it has been studied and found non-toxic at least for our our own culture are there antidotes
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how can a culture or user forestall or cure addiction how can it's disrupts of the effect on other media be minimized or prevented - they organize local and
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global programs of research into the side effects on each different culture and society of all technologies new and old and their media environments today
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the environment itself has become the artifact we need to document how various media react differently on different cultures and we need to learn how to predict the probable effects of new
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media 3 design and implement controls so that new media that that which are non-toxic
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to one culture will not interfere with the well-being of another culture which might find it dangerous or poisonous clearly this will occasionally call for suppressing a technology or a medium for
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the good of the Earth's people and will entail continual monitoring of the environmental weather enveloping each culture and perhaps also periodic manipulation of the environmental mix
00:44:51
ecology is not a spectator sport or simply an academic exercise as the saying Hackman has it there's no room for passengers on Spaceship Earth only
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crew well in conclusion you are launching a new vessel as it were into a sea of chaos and ignorance and blindness
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and it's for you an adventure it's a an adventure in exploration much of what you will see and do has never been seen
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or done before courage be radical in your approach only the most conservative people can be truly radical that is down at the roots
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third be daring courage thank you [Applause]
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las preguntas para el profesor de mcluhan Sunnis ents Austrade NTN de el reportero como un artista koala cell role del Paradiso en el ambiente
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mediatic okay ustedes que vio I didn't get any of that okay thank you that
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quick summary if you please no I can't yes I can the journalists job clearly is not that of reporting news anymore because
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everybody who has a smart form is now a journalist and they're there on the spot involved in the action so the journalist moves from being a reporter to being an
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editor but the journalist journalist can now become a an explorer you'll notice that the nature of
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journalism is changing very quickly in the era of breaking news as I mentioned earlier you are taken into the situation as it develops
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and the focus of that experience is to get the feeling to get the experience the first question that a journalist or
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a reporter asks somebody on the spot is how does it feel if you notice that to say how did how did it feel to get blown up how did it feel to watch your
00:48:33
comrades fall out of the airplane how did it feel when the building fell over because the folks at home want to get that this has been going on since old
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the middle 1960s Tom Wolfe mm-hmm an American commentator on media wrote a book called the New Journalism and he
00:48:58
found the New Journalism had shifted from facts to the feeling and it did it this way instead of simply reporting and writing up the facts of a situation the
00:49:13
report now contained a lot of words that gave that reported on how people felt and this was built into the the news
00:49:27
story this is called the New Journalism now this is what we're living in the reportage of people involved in the
00:49:39
thing before it becomes news news after all is something that occurs after the event it's a report and truth of news is
00:49:51
does the report match item for item the event journalism now in the era of fake news well faking is itself is a species
00:50:05
creative writing and it points to the fact that all news is fake news all news whether it's accurate or not fake the
00:50:21
word fake just means made from Latin vacuo factor if a key factor to make muchos estudios contemporaneous tienen una visión negativa de lo que usted yama
00:50:38
Renison en tow de cebú Alta a los community is Mose Aldo no ma de hacer casado como en tar esos musicals
00:50:55
it's a little like being afraid of death that is it's pointless why bother we're all going to die we know that so why be afraid of it I'm not saying you look
00:51:08
forward to it some people do but just take it as a fact of life nobody is imposing nomadism or anything else on you it's a condition a fact of life accept it
00:51:21
study it learn about it see how you can organize it if you like but having an opinion about something is not
00:51:34
understanding you know if you want to understand something put your private point of view your private opinions over to one side and get on with the job of studying and of learning right a lot of
00:51:50
people ask the first question they ask about a new technology is well is it a good thing or a bad thing that's a a pointless question I think what they mean is is it good or bad for
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me will I like it or will I not like it will it change my life well of course it will but there is no room in media ecological study for moral approaches
00:52:20
those have to come much later once you understand what you're dealing with then the moral approach could be useful estoy de acuerdo en que en esta es la imagen que es el mensaje Tenenbaum
00:52:36
cuenta la yemeni Adel imagine en el siglo nto no como si ammonia dilemma in effect ah like hola here los medios the media ecology and imagery um you
00:52:55
know we've been working with and living with this reality for over a generation the credit card replaces the bank
00:53:10
account as a means of transaction if you have good credit you have good image then that takes the place of the need for money if you have bad credit you can
00:53:25
have all the money in the world but nobody trusts you the credit card is one of the first technology is based on immature creep in it it's been around that long it's been
00:53:37
part of who we are and part of our lives and part of our culture the image and politics was in North America anyway
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acknowledged as a feature of politics in early 1960s and the election of John F Kennedy and non election of Richard
00:54:03
Nixon or not re-election the image is everything absolutely everything but the image notice the image isn't a private identity it's a corporate image your
00:54:17
image is the way you put on an audience your private identity can be quite separate now think of an actor an actor gets up on the stage puts on an image
00:54:34
plays a role and what his private thoughts are are totally irrelevant the power is in the ability to put on an audience it's a fact of life learn to manage
00:54:54
those circumstances don't fight them you can't win but learn to live with them learn to manage them and this is a kind of ecology of self as well the private self
00:55:10
is gone private identity is gone and private identity by the way ladies and gentlemen was the foundation for privacy cultures that do not have private
00:55:23
identity have no interest in privacy that is each person having a private sense of self private goals private ambitions private objectives anybody in
00:55:37
a collective society who exhibits those tendencies is usually thrown out immediately or killed out of hand as a threat to the
00:55:49
coherence of the group private identity and privacy go hand in hand we don't have privacy anymore it's gone privacy was a side effect of the
00:56:00
alphabet and insofar as the alphabet has been moved out of center space in our culture so as privacy literacy is gone but literacy as a new
00:56:13
function has counterculture as the anti environment guess what that's exactly what it was in the time of Homer there
00:56:26
was the anti environment the counterculture thank you
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