2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 11

The Wave of the FutureThe Wave of the FutureRevisiting Marshall McLuhanRevisiting Marshall McLuhan

Paul SchumannPaul Schumann

2/15/072/15/07

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 22

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 33

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 44

Marshall McLuhanMarshall McLuhan

1911 - 1980

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 55

The WaveThe Wave

Hokusai

…the wave of the future…the wave of the future…the wave of the future…the wave of the future…Attributed to Howard Hughes in “The Aviator”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 66

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 77

ReferencesReferences The Mechanical Bride: Folklore of Industrial Man, Marshall McLuhan, Beacon Press, The Mechanical Bride: Folklore of Industrial Man, Marshall McLuhan, Beacon Press,

19511951 The Gutenberg Galaxy, Marshall McLuhan, University of Toronto Press, 1962The Gutenberg Galaxy, Marshall McLuhan, University of Toronto Press, 1962 Understanding Media: The Extensions of Man, Marshal McLuhan (McGraw-Hill: 1964; Understanding Media: The Extensions of Man, Marshal McLuhan (McGraw-Hill: 1964;

MIT Press: 1994)MIT Press: 1994) The Medium is the Massage, Marshall McLuhan & Quentin Fiore, Jerome Agel, 1967The Medium is the Massage, Marshall McLuhan & Quentin Fiore, Jerome Agel, 1967 ““The Playboy Interview: Marshall McLuhan”, Playboy, 1969The Playboy Interview: Marshall McLuhan”, Playboy, 1969 Culture is Our Business, Marshall McLuhan, Ballantine Books, 1972Culture is Our Business, Marshall McLuhan, Ballantine Books, 1972 Media: The Second God, Tony Schwartz, Random House, 1981Media: The Second God, Tony Schwartz, Random House, 1981 The Alphabet Effect, Robert Logan, William Morrow & Co., 1986The Alphabet Effect, Robert Logan, William Morrow & Co., 1986 Laws of Media: The New Science, Marshal and Eric McLuhan, University of Toronto Laws of Media: The New Science, Marshal and Eric McLuhan, University of Toronto

Press, 1988Press, 1988 The Global Village, Marshall McLuhan & Bruce Powers, Oxford university Press, 1989The Global Village, Marshall McLuhan & Bruce Powers, Oxford university Press, 1989 Essential McLuhan, Edited by Eric McLuhan and Frank Zingrone, Basic Books, 1995Essential McLuhan, Edited by Eric McLuhan and Frank Zingrone, Basic Books, 1995 The Medium and the Light: Reflections on Religion, Marshall McLuhan, edited by Eric The Medium and the Light: Reflections on Religion, Marshall McLuhan, edited by Eric

McLuhan & Jacek Szklarek, Stoddart, 1999McLuhan & Jacek Szklarek, Stoddart, 1999 McLuhan’s Wake, National Film Board of Canada (video), 2002McLuhan’s Wake, National Film Board of Canada (video), 2002 The Wave of the Future: From Four Causes to Four Laws, Paul Schumann, The The Wave of the Future: From Four Causes to Four Laws, Paul Schumann, The

Innovation Road Map, 2005 (Innovation Road Map, 2005 (http://www.theinnovationroadmap.com/Magazine/Articles/TheWaveoftheFuture.pdf ))

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 88

Other SourcesOther Sources McLuhan Global Research Network, McLuhan Global Research Network, http://www.mcluhan.ca/

The Media Ecology Association, The Media Ecology Association, http://www.media-ecology.org/

The Media Ecologist, Bob Blechman, The Media Ecologist, Bob Blechman, http://robertkblechman.blogspot.com/

Media Literacy, Media Literacy, http://www1.medialiteracy.com/home.jsp

McLuhan & Mailer, video, McLuhan & Mailer, video, http://video.google.com/videoplay?docid=5470443898801103219&sourceid=searchfeed

Media Ecology of Marshall McLuhan, Em griffin & E.J. Park, Media Ecology of Marshall McLuhan, Em griffin & E.J. Park, http://www.afirstlook.com/docs/mediaecology.cfmhttp://www.afirstlook.com/docs/mediaecology.cfm

Marshall McLuhan Audio (4), http://www.ubu.com/sound/mcluhan.htmlMarshall McLuhan Audio (4), http://www.ubu.com/sound/mcluhan.html

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 99

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1010

PrinciplesPrinciples All technologies are extensions of usAll technologies are extensions of us All media technologies are extensions of All media technologies are extensions of

our sensesour senses When our senses evolved, we had no When our senses evolved, we had no

technologytechnology Any new media technology upsets the Any new media technology upsets the

balance of our sensesbalance of our senses A change in the balance of our senses A change in the balance of our senses

alters our perception of “reality”alters our perception of “reality” We have experienced four “realities”We have experienced four “realities”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1111

PrinciplesPrinciples All technologies are extensions of usAll technologies are extensions of us All media technologies are extensions of All media technologies are extensions of

our sensesour senses When our senses evolved, we had no When our senses evolved, we had no

technologytechnology Any new media technology upsets the Any new media technology upsets the

balance of our sensesbalance of our senses A change in the balance of our senses A change in the balance of our senses

alters our perception of “reality”alters our perception of “reality” We have experienced four “realities”We have experienced four “realities”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1212

Other ConceptsOther Concepts

The content of the new medium is The content of the new medium is old mediumold medium

Hot & cool mediaHot & cool media Figure & groundFigure & ground

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1313

PrinciplesPrinciples

All technologies are extensions of usAll technologies are extensions of us All media technologies are extensions of All media technologies are extensions of

our sensesour senses When our senses evolved, we had no When our senses evolved, we had no

technologytechnology Any new media technology upsets the Any new media technology upsets the

balance of our sensesbalance of our senses A change in the balance of our senses A change in the balance of our senses

alters our perception of “reality”alters our perception of “reality” We have experienced four “realities”We have experienced four “realities”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1414

TechnologyTechnology

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1515

PrinciplesPrinciples

All technologies are extensions of usAll technologies are extensions of us All media technologies are extensions of All media technologies are extensions of

our sensesour senses When our senses evolved, we had no When our senses evolved, we had no

technologytechnology Any new media technology upsets the Any new media technology upsets the

balance of our sensesbalance of our senses A change in the balance of our senses A change in the balance of our senses

alters our perception of “reality”alters our perception of “reality” We have experienced four “realities”We have experienced four “realities”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1616

SensesSenses

Hearing

Sight

Smell Taste

Touch

Human

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1717

HomunculusHomunculus

Source: www.visualsunlimited.com

Homunculus model showing what the human body might look if proportioned to the extent of sensory areas of the brain.

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1818

PrinciplesPrinciples

All technologies are extensions of usAll technologies are extensions of us All media technologies are extensions of All media technologies are extensions of

our sensesour senses When our senses evolved, we had no When our senses evolved, we had no

technologytechnology Any new media technology upsets the Any new media technology upsets the

balance of our sensesbalance of our senses A change in the balance of our senses A change in the balance of our senses

alters our perception of “reality”alters our perception of “reality” We have experienced four “realities”We have experienced four “realities”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 1919

Cycle of ChangeCycle of Change

We invent a new media technology

The new media technology

alters our sense ratios

The altered sense ratio alters our perception

The altered perception

changes the way we think

With a new way of thinking we

create new models of reality

New models of reality give rise to

new inventions

We shape our tools and tools shape us.McLuhan

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2020

PrinciplesPrinciples

All technologies are extensions of usAll technologies are extensions of us All media technologies are extensions of All media technologies are extensions of

our sensesour senses When our senses evolved, we had no When our senses evolved, we had no

technologytechnology Any new media technology upsets the Any new media technology upsets the

balance of our sensesbalance of our senses A change in the balance of our senses A change in the balance of our senses

alters our perception of “reality”alters our perception of “reality” We have experienced four “realities”We have experienced four “realities”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2121

Five Epochs of CommunicationFive Epochs of Communication

Primitive

Tribal

Literate

Proto Literate

Post Literate

160,000 bce 4,000 bce 2,000 bce 1850 ce

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2222

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2323

EffectsEffects FragmentationFragmentation LogicLogic Linear timeLinear time Perspective spacePerspective space HierarchiesHierarchies Cause & EffectCause & Effect Intellectual propertyIntellectual property StandardizationStandardization Mass marketMass market Loss of memoryLoss of memory SubconsciousSubconscious NationsNations

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2424

Perspective SpacePerspective Space

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2525

EffectsEffects FragmentationFragmentation LogicLogic Linear timeLinear time Perspective spacePerspective space HierarchiesHierarchies Cause & EffectCause & Effect Intellectual propertyIntellectual property StandardizationStandardization Mass marketMass market Loss of memoryLoss of memory SubconsciousSubconscious NationsNations

The Four Causes of Reality

First cause: MaterialSecond cause: FormalThird cause: EfficientFourth cause: Purpose

Aristotle

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2626

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2727

Present & FuturePresent & Future

DecentralizationDecentralization InvolvementInvolvement BeingBeing CentricityCentricity MimesisMimesis BoundlessnessBoundlessness SimultaneitySimultaneity IndeterminacyIndeterminacy FieldsFields

Enhancement Obsolescence

Retrieval

Reversal

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2828

Standing WavesStanding Waves

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 2929

Spontaneous Standing Wave Spontaneous Standing Wave PatternsPatterns

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 3030

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 3131

ApplicationsApplications

AdvertisingAdvertising GovernanceGovernance Software developmentSoftware development EducationEducation Innovation CommonsInnovation Commons World wide webWorld wide web EcologyEcology

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 3232

AgendaAgenda

IntroductionIntroduction ReferencesReferences PrinciplesPrinciples EffectsEffects Present & FuturePresent & Future ApplicationsApplications ConclusionConclusion

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 3333

The WaveThe Wave

Hokusai

…the wave of the future…the wave of the future…the wave of the future…the wave of the future…Attributed to Howard Hughes in “The Aviator”

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 3434

ConclusionConclusion

AwarenessAwareness UnderstandingUnderstanding ApplicationApplication

CollaborationCommunityUse the cool tools for change

2/15/072/15/07 Glocal Vantage Inc.Glocal Vantage Inc. 3535

Paul SchumannPaul Schumann Glocal Vantage Inc.Glocal Vantage Inc. PO Box 161475, Austin, TX 78716PO Box 161475, Austin, TX 78716 512.632.6586512.632.6586 paul.schumann@glocalvantage.compaul.schumann@glocalvantage.com Twitter: innovant2003Twitter: innovant2003 IM: innovant2003 at Yahoo; IM: innovant2003 at Yahoo;

paul.schumann@glocalvantage.com at Windows Livepaul.schumann@glocalvantage.com at Windows Live Skype: paul.schumannSkype: paul.schumann Web SitesWeb Sites

– http://incollaboration.ning.comhttp://incollaboration.ning.com– http://www.glocalvantage.comhttp://www.glocalvantage.com– http://centexwfs.ning.comhttp://centexwfs.ning.com

This work is licensed under the Creative Commons Attribution-No Derivative Works 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nd/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

Attribution to Paul Schumann, Glocal Vantage, Inc., www.glocalvantage.com.