Tag Archives: marshall mcluhan

Tales of a Retribalized Corporate Knowledge Worker in the Egalitarian Information Age

Quite the long title, I know! But that is essentially who I am these days when I put on my “day job” hat as a “Business Process Consultant” for a major health insurance company. The work world that I plunge myself into is totally transformed from just a generation ago by the ubiquitous electronic media which (to use media philosopher Marshall McLuhan’s analogy), is the “water we swim in”.

In his extensive 1969 interview in Playboy Magazine, McLuhan said…

The electronically induced technological extensions of our central nervous systems… are immersing us in a world-pool of information movement and are thus enabling man to incorporate within himself the whole of mankind. The aloof and dissociated role of the literate man of the Western world is succumbing to the new, intense depth participation engendered by the electronic media and bringing us back in touch with ourselves as well as with one another. But the instant nature of electric-information movement is decentralizing — rather than enlarging — the family of man into a new state of multitudinous tribal existences.

McLuhan called this transformation “retribalization”.

In my mom and dad’s generation the norm of professional “knowledge work” in the U.S. was to have a hierarchy of “bosses” who actively directed your activities within “siloed” groups and departments. Your coworker peers were typically white males of northern European ancestry, with women supporting professional work as secretaries. Most collaboration with those coworkers was done face to face and most written communication was done (by secretaries) using a typewriter to produce written memos & other documents that flowed from person to person in a time frame of days or even weeks. Diagrams, charts and other visual documents were painstakingly built by graphic specialists well in advance of presentations.

But the work world I plunge myself into these days is nothing like that.

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Retribalized by My Life’s Soundtrack: “Downtown”

As I have said before, my life has been lived to a soundtrack. Growing up in an age of ubiquitous car radios, restaurant juke boxes, record players and later stereos, it seems like the popular songs of the day were always playing in the background, over and over. Marshall McLuhan talks about the “retribalization” that is the “water we swim in” in an age of ubiquitous electronic media. Said McLuhan in his 1969 Playboy magazine interview…

The electronically induced technological extensions of our central nervous systems… are immersing us in a world-pool of information movement and are thus enabling man to incorporate within himself the whole of mankind. The aloof and dissociated role of the literate man of the Western world is succumbing to the new, intense depth participation engendered by the electronic media and bringing us back in touch with ourselves as well as with one another.

Recorded music has certainly played a critical role in my own development and even survival. In my own life my deepest emotions and passions have been captured and recalled by a catchy tune, mostly recorded popular music heard on the radio or played on a record (and later tape or CD) player. Lyric, melody and rhythm have continually inspired me to live more fully or (in those most difficult of life’s moments) to keep on keeping on.

The first such piece of music that I recall playing such a role in my life was Petula Clark’s 1965 hit, “Downtown”… Continue reading →

Mud Wrestling with McLuhan Part 3 – Youth and Education

In my previous pieces based on Playboy magazine’s extensive 1969 interview with Marshall McLuhan, I looked first at McLuhan’s ideas on how revolutions in our communication technology – particularly the inventions of phonetic literacy, later printing, and most recently electronic media – have fundamentally changed how we perceive the world and thus organize our society. Second, I focused on his idea that people who have grown up in an age using electronic media – radio, movies, television, computers and now the Internet – are becoming in his words “post-literate” and “retribalizing”, which involves moving away from individualism and back to a more collective experience of the world.

For my fellow Baby-boomers, this post-literate retribalization would be most stereotypically seen in the whole hippie subculture with its at times paradoxical conformist non-conformity, including the whole sex, drugs, rock and roll, long hair, bell-bottoms and tie dye thing, the collective focus on “peace, love, joy” and sense of solidarity, as the band The Who sang, “talkin bout my g-g-g-generation”. Think thousands of young people at an anti-war rally holding hands and singing in unison, “All we are saying is give peace a chance”.

For my kids in the Millennial generation, with their developmental milieu of computers, cell phones and the Internet, their “hive mind” of connections with each other through their ubiquitous electronic devices would seem the most obvious evidence of perhaps an even higher level of the same retribalization. A blank stare at times to their parents or other adults, masking a complicated web of virtual “kinship” with each other.

So in this third installment of my messy tussle with the ideas of this “metaphysician of media”, I want to look at the issues he raises regarding the development of retribalized youth in a culture that still has not come to grips with its post-literate zeitgeist. My fellow Baby-boomers these days cavalierly throw around the term “gone viral” like we’re still hip and all, but I don’t think we fully understand what it means when our entire culture is in the grips of such virtual infections spread by our ubiquitous electronic media.

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Mud Wrestling with McLuhan Part 2 – Retribalization

So following up on my first piece on the subject, I continue my metaphorical mud wrestle with the outside the box ideas of the coiner of the term “Global Village”, Marshall McLuhan. I almost had the occasion to meet the man in Toronto in 1970, since he was a collaborator and friend of my mom’s best friend Mary Jane Shoultz, one of my “Feminist Aunts”. Though I missed that opportunity, Mary Jane regaled me with his ideas over the years of my older youth, and I must say they resonated with my own emerging view of the world as a kid growing up in the age of electronic media.

What recently rekindled my intimate tangle with McLuhan’s ideas was a link shared with me to his extensive 1969 interview in Playboy Magazine, which I had never read, probably focused at that age on the magazine’s other featured content! In my first piece on the interview, I focused on his ideas on how revolutions in communication technology – particularly, phonetic literacy, printing and now electronic media – have successively transformed human culture.

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Mud Wrestling with Marshall McLuhan

Well… mud wrestling in a sort of metaphorical way. My latest attempt to embrace and wrestle to the ground his at times elliptical ideas, with the title of this piece my homage to an outside-the-box thinker and crafter of provocative aphorisms like “the medium is the message”, its corollary, “the medium is the massage”, and the “Global Village”.

Though I only came close to meeting him once, I learned about McLuhan’s ideas through a dear family friend and one-time McLuhan collaborator, Mary Jane Shoultz, who I willingly let regale me with the synthesis of their radical thinking during my teen years in the 1970s. Mary Jane meshed McLuhan’s ideas on how we are profoundly impacted by our communication technology with her own radical feminist thought to come up with such provocative concepts as “spliteracy” and “patriarchal pimperialism”. She was my favorite “Feminist Aunt”, and beyond my own mom (Jane Roberts) probably had more influence on my own developing world view than anyone else in my youth.

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The Death of Literacy?

There’s been a thread on the Alternative Education Resource Organization (AERO) listserv I participate in titled “The Death of Literacy”, started by one of the more active list participants, Todd, who is closing down his book store which he has unsuccessfully tried to transform into a learning center or perhaps a library for alternative schools in the San Francisco Bay area where he lives. He is bemoaning a generation of young people who appear to be turned off to books and literature (at least the printed and bound versions you buy in bookstores or borrow from the library), in favor of electronic media and particularly dazzling video games that to many in the older generations seem like tools for killing time, perhaps self-medicating the stresses of life, and little more.

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The Soundtrack of my Life

My life has been lived to a soundtrack. Growing up in an age of ubiquitous car radios, restaurant juke boxes, record players and later stereos, it seems like the popular songs of the day were always playing in the background, over and over. Music affects us emotionally and can evoke strong feelings of all sorts in the listener. In my case it also became a sort of storage mechanism for a lot of those strong feelings.

Forty years later I can hear a pretty mundane pop song like Tommy Rowe’s “Dizzy”, which I heard constantly when I was in my junior high years and I can be overcome with the feelings of being that young teenage boy with a crush on a girl but afraid to tell her or even talk to her. Those sort of emotional memories stay with you and I believe shape you subconsciously.

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Browse and Ye Shall Find

More and more each day I am convinced that the Internet represents a profound new technology that will transform human society and give us the opportunity to make a quantum leap in the evolution of our species. Just as the printing press and movable type helped transform the Medieval world into the Modern world, and catalyzed the Protestant Revolution (implementing Christianity 2.0 the home edition), the Internet seems to be catalyzing something equally profound, though perhaps only beginning to take shape.

Just as printing technology had a major impact on the practice on the Christian religion, the Internet seems very likely to have an equally game-changing affect on contemporary religious and spiritual practice. Simplistically the Reformation was all about creating new denominations of Christianity that featured (from an information infrastructure point of view) removal of gatekeepers (priests) and direct access to the underlying information (the now ubiquitously available printed Bible). A person need only own or have access to and read that Bible to have all the wisdom they needed to live an ethical life.

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The Mechanical Bride

Best known for coining the phrase “global village” and arguing that the properties of media itself are more significant in changing our lives than the content it presents, Marshall McLuhan’s first major book, The Mechanical Bride (1951), was a fascinating look at American culture seen through its popular culture, particularly advertisements and comic strips. I first read the book at age seventeen, but his approach to looking at contemporary popular culture as folklore or mythology, has stuck with me all my life, and a tool I have taught to my kids to help them better understand the context of the world they are living in. I find in our own times, that the glitzy color magazine ads and the highly produced TV commercials are particularly interesting in revealing a cultural context in which we live. Continue reading →