the folklore of electronic man: technology as a form of language

The Folklore of Electronic ManTechnology as a Form of Language

McLuhan Galaxy Barcelona 2011

Eduardo MariscaPUCP | Ashoka

Technology

Learn

Grammar

Three Things

1.What

2.How

3.Why

IWhat?

“Cardinal Newman said of Napoleon, “He understood the grammar of gunpowder.” Napoleon had paid some attention to other media as well, especially the semaphore telegraph that gave him a great advantage over his enemies. He is on record for saying that “Three hostile newspapers are more to be feared than a thousand bayonets.”

Alexis de Tocqueville was the first to master the grammar of print and typography. He was thus able to read off the message of coming change in France and America as if he were reading aloud from a text that had been handed to him. In fact, the nineteenth century in France and America was just such an open book to de Tocqueville because he had learned the grammar of print. So he, also, knew when that grammar did not apply.”

Delivery Technologies

Protocols

Social Norms

Formulation of Expressions

Grammar

Formal Rules

Shared Meanings

Appropriateness

Cope

Domesticate

IIHow?

Two Things

Trial/Error

Testing Expressions

Measuring Effects

Apprenticeship

Others

Expectations

Nudges

Complex

Hybrid

Multiple

Language-Games

Forms of Life

Communications Breakdown

Chronicling Failures

Chronicling Nudges

Digital Media

Slips

Boundaries

Should I friend myparents/children on FB?

Should I friend myteachers/students on FB?

My boss/employees?

Private/Public

Expression of Emotions

Meaning of Relationships

Social Precedent

Experimentation

Learning From Others

Mental Model

Grammar

IIIWhy?

Internet Folklore

Language Expands

Cultural Stakeholders

More People

Aura

TechnologicalReproducibility

Political Significance

Revolutionary

More People

Expand Language

New Expressions

Digital Reproducibility

Reconfiguration of the Aura

Getting Away With It

Three Implications

ITechnology Education

IITechnological Anthropology

IIIDemocratic Competence Gap

We’re Leaving People Behind

Attitude

Present Day Somnambulism

Thank You

Eduardo Mariscaemarisca@pucp.pe

www.mutaciones.pe@piscosour