DEEP SCRATCH

Category: tetrad of media effects

  • Enhance reverse obsolete flip

    Enhance reverse obsolete flip



    This DJ thinks that the language of turntables (here hallucinated from Udio data dust) hold keys to the DJ mosaic methodology: Hologrammic prose/jazz. A Part of the Deep Scratcher’s Code. Generative AI presents a new set of data points. #taleofthetribe #tribetablemethod #TetradOfMediaEffects #McLuhan

    “Marshall McLuhan‘s tetrad of media effects uses a tetrad – a four-part construct – to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.–TOME

  • Marshall Mcluhan and Dr Timothy Leary

    There is no other 1960s intellectual figure whom Timothy Leary came to admire more than Marshall McLuhan. He considered McLuhan’s famous statement – “The medium is the message” — the most important cultural insight of the ‘60s, a decade saturated with insightful and lasting one-liners, some of the most famous coming from Leary’s own brain. Leary has even credited the world’s foremost media theorist with giving him the pep talk that resulted in his own famous mantra: “Turn On, Tune In, Drop Out.”
    In 1964, when LSD was fast becoming a national issue on a trajectory that eventually made it the most vilified drug of the decade, McLuhan’s treatise Understanding Media became (alongside The Tibetan Book of the Dead) the latest roadmap for Leary’s positioning on the subject that had increasingly preoccupied him since he and Richard Alpert had been forced out of Harvard, where they had been doing groundbreaking research on psilocybin, LSD and DMT during the early 1960s.–http://boingboing.net/2014/06/03/timothy-leary-and-marshall-mcl.html

  • McLuhan letter to Ezra Pound Dec.21st 1948

    ON THE EZRA POUND/ MARSHALL MCLUHAN CORRESPONDENCEby EDWIN J. BARTON

    http://projects.chass.utoronto.ca/mcluhan-studies/v1_iss1/1_1art11.htm

    “The only problem with this mode of thinking and presentation, as McLuhan was to discover, lay in the resistance with which it was met, and continues to be met, by Western intellectuals. For, as McLuhan put it in a letter written in 1948, this way of writing and thinking is inaccessible to those whose mentality is “incorruptibly dialectical.”

    The American mind is not even close to being amenable to the ideogram principle as yet. The reason is simply this. America is 100% 18th century. The 18th century chucked out the principle of metaphor and analogy-the basic fact that as A is to B so C is to D. AB : CD. It can see AB relations. But all relations in four terms are still verboten. This amounts to a deep occultation of all human thought for the U.S.A. (21 December 1948)

    It was precisely this structure and action of the metaphorical analogy, of course, that enabled McLuhan and his son Eric, many years later, to arrive at tetradic model of laws with which to study media “scientifically.”–EDWIN J. BARTON.

  • Transformations in World Life and Media in the 21st Century

    Transformations in World Life and Media in the 21st Century
    Marshall McLuhan and Bruce R. Powers
    bookshot Add to Cart
    ISBN13: 9780195079104ISBN10: 0195079108 Paperback, 240 pages

    Price:

    $19.99

    Description

    Extending the visionary early work of the late Marshall McLuhan, The Global Village , one of his last collaborative efforts, applies that vision to today’s worldwide, integrated electronic network.

    When McLuhan’s groundbreaking Understanding Media was published in 1964, the media as we know it today did not exist. But McLuhan’s argument, that the technological extensions of human consciousness were racing ahead of our ability to understand their consequences, has never been more compelling. And if the medium is the message, as McLuhan maintained, then the message is becoming almost impossible to decipher.

    In The Global Village , McLuhan and co-author Bruce R. Powers propose a detailed conceptual framework in terms of which the technological advances of the past two decades may be understood. At the heart of their theory is the argument that today’s users of technology are caught between two very different ways of perceiving the world. On the one hand there is what they refer to as Visual Space–the linear, quantitative mode of perception that is characteristic of the Western world; on the other hand there is Acoustic Space–the holistic, qualitative reasoning of the East. The medium of print, the authors argue, fosters and preserves the perception of Visual Space; but, like television, the technologies of the data base, the communications satellite, and the global media network are pushing their users towards the more dynamic, “many-centered” orientation of Acoustic Space.

    The authors warn, however, that this movement towards Acoustic Space may not go smoothly. Indeed, McLuhan and Powers argue that with the advent of the global village–the result of worldwide communications–these two worldviews “are slamming into each other at the speed of light,” asserting that “the key to peace is to understand both these systems simultaneously.”

    Employing McLuhan’s concept of the Tetrad–a device for predicting the changes wrought by new technologies–the authors analyze this collision of viewpoints. Taking no sides, they seek to do today what McLuhan did so successfully twenty-five years ago–to look around the corner of the coming world, and to help us all be prepared for what we will find there.