We are here to pay due tribute to Marshall McLuhan. I was among the first to
teach his theories at the Sorbonne Paris V at the beginning of the 1970s. He
was a remarkable philosopher of technology and communications, particularly of
the sociological implications of oral culture, printing and electronic media.
But while taking nothing from that tribute, we need to situate McLuhan in his
era and avoid crediting him with things he could not have known. He has been
cast in the role of pioneer and visionary of the digital world, which is highly
debatable. Curiously, we still have no better a sense than he did of the
radical paradigm shift involved in moving from the energy age to the
information age. And this is something we should give more thought to, in light
of the misunderstandings and misinterpretations it has generated.
I – McLuhan’s thermal metaphors
We need to take
another look the origins of the digital revolution. The technological power of
binary code is what makes this revolution so surprising, but its genesis was
long and clearly dates back to the invention of the first phonetic alphabets
that followed pictograms, well before the Christian era. Of course, only today
are we able to understand it, and provided we oppose McLuhan’s famous theories,
in particular in The Gutenberg Galaxy, which came out in 1962 and
has misled all of us in our understanding of digital technology today. We
admired Marshall McLuhan’s provocative intelligence in his role as a pioneering
analyst of new electric media – telephone, radio, television and audiovisual
technologies in general – and therefore of the beginning of the information
society we know today. He had the ingenious insight that the media are not
bridges between us and nature, but rather a new environment. And many of us,
including me, would agree that Marshall McLuhan, the new communication media
theorist, the famous author of The Gutenberg Galaxy,
the gifted provocateur, was a visionary. But his lexicon shackles him
historically. Of course, in the last chapter of Understanding Media,
which looks at automation, McLuhan tries to analyze cybernetics as
one of the major applications of the new electric age. And yet, the major
rupture in Western civilization was not, as he suggests, electricity, which is
merely a stage in the fire age, but cybernetics, which rings in a new era of
humanity: the digital age. We should even compare the age of energy (including
water, wind, fire, electricity and nuclear energy) with the digital age.
What first grabs your attention is the unexpected opposition – which I call
thermal – that McLuhan establishes between hot and cool media.
The analogy is difficult to argue with and quickly appears arbitrary. His
analysis of the effects of the invention of print is insightful, but his proposed
word-images, or word-objects, in Counterblast, have more in common
with Gutenbergian melted led than with the binary code of digital information.
And one can’t help but be surprised by the very physical, almost mechanical,
character of his idea of the massage: the dramatic bombardment of
TV viewers by electrons from the TV screen creates quite an image, but is not
terribly convincing because of the actual physical mundaneness. Furthermore,
massage also suggests mechanical heat, which creates physical euphoria. We have entered the territory
of deep theoretical musings!And this leads him to maintain that the medium is the message,
which he sees as a massage. At a time when humanist tradition prevented us from
understanding that technology has a significant impact on our cognitive
structures, not to mention on our social structures, the idea was a new one.
Now we can clearly see that the cell phone and the internet are extremely powerful
instruments of socialization, even though the content they carry can be quite
banal, as is the case with chatting or young people and their trivial exchanges
on cell phones:
- Where
are you?
- Here.
- Me too.
- Talk later.
That said,
McLuhan’s assertion was as brilliant as it was simplistic, and it is high time
that we once again stress the importance of content, if we are to resist the
alienating “massage” of the mass media. On this point, McLuhan was definitely
right, getting worked up about what has become a failing of our times. We need
to recognize the value of content and critical thinking, today more than ever,
given the extent of the danger. In the information age, this famous axiom no
longer holds true. In other words, digital technology, although it uses
electricity, processes and disseminates information and not energy. We are in
an information society, which, as the term suggests, attaches a
great deal of importance to content and has pushed electricity into the
shadows. One must not confuse the two as McLuhan did. Digital technology is an
entirely different beast than electricity, and infinitely more powerful. Energy
actually destroys information. McLuhan’s theoretical musings belong to the age
of fire and of the mechanized and electrical industry. This example shows that
it’s also at the simple level of language metaphors that we can spot the myths
that underpin a broad theoretical narrative, not only in the fascinating
figures of mythical epics. And if he were still with us, McLuhan would no
doubt be the first to point out, as he often did, that we are interpreting
today’s world incorrectly using yesterday’s concepts and content, and that is
what he did himself, including in some of his basic premises, which are no
longer relevant and have in fact become counterproductive.
II – Theoretical errors arising from McLuhan’s provocative ideas
We should not,
however, out of uncritical enthusiasm, invent non-existent ruptures that we
find satisfying. McLuhan thought that the electronic media would take us back
to a multisensory state similar to that of oral culture before the invention of
print. The reign of Gutenberg, or of print, which the West owes so much to,
would have lasted only a few centuries. It would wind up being a mere
parenthesis in our evolution. It is true that we are now calling into question
print newspapers and books, making them available online and on e-readers and
tablets. And the pulp and paper industry is in decline. We would be moving
toward a paperless society. So we need to ask whether these grand ideas of
Western modernity, in particular individualism, the critical mind and
rationalism, which McLuhan attributes to the development of print, are in turn
threatened by the rise of digital technology, its new culture based on time
rather than space, multimedia rather than visual, and its event-based, emotive,
playful sensibility of rapid consumption, rather than sustained effort. Won’t
mass societies of the digital age become much easier to manipulate and prone to
a new obscurantism? It’s not out of the question. But to judge, first we have
to reveal more commonly occurring errors.
In foretelling the
end of the “Gutenberg galaxy” in the name of electricity, McLuhan got it wrong.
The digital revolution, on the contrary, ensured its triumph. And today, when
we think about the digital revolution through the lens of McLuhan’s theories,
we are in the wrong era, committing a twofold error: McLuhan’s and our own. We
have all taken digital technology for a new application of electricity, even
though it is based on binary code. But in spite of appearances and contrary to
what we keep hearing, we should not confuse revolutions. The move from analogue
to the phonetic alphabet is what is behind the evolution toward binary code. We
should have seen the digital shock coming.
There are at least
five errors that originate with McLuhan that have been mutually reinforcing and
have kept us groping in the dark.
Error number one. Contrary to what we hear in this so-called new age of oral culture, we
are creating text more than ever. We have never written or read so much.
We spend hours every day on websites, writing and reading emails and messages
on our phone screens, sending texts, chatting online, reading television news
crawls, writing and sending resumés, posting and reading information on social
media platforms, producing information online, etc. We create websites, which
have to be constantly updated, we write one or more blogs, sometimes daily. We
write more on screen than we ever did on paper. Just 15 years ago, we would
send the odd letter. We are now prolific in our daily email correspondence.
Even young people have become hyperactive, learning by necessity to master a modicum
of spelling and clever shorthand codes. We have more than one machine for
writing. Estimates place the number of active computer keyboards on the planet
in the billions, not to mention keyboards on phones, tablets, e-readers and
countless other pieces of equipment and gadgets.
The volume of
voice traffic carried on phone networks has become marginal compared with
written data traffic. Voice-activated technology remains the exception rather
than the rule. And the computer keyboard is nothing more than an electronic
typewriter that replaces and improves upon Gutenberg’s old drawers of movable
lead characters by automating their manipulation. Of course, now I can
disseminate sounds and movements and combine them with text and images. But in
no way does this mimic the oral character of the larynx or the movement of the
body, as claims implicitly suggest; it is instead a remarkable extension of
writing. The internet has become a printing shop for music, film and
television. The fact that I can download thousands of films and songs is the
culmination of reproduction and dissemination, which Gutenberg initiated the
golden age of. And for works in the public domain, downloads are free,
instantaneous and often of excellent quality. So thousands of films, including
many well-known feature films, have become available in your home for free. The
same goes for television. Even better, we have invented the 3D printer, which
makes it possible to remotely write, disseminate and reproduce in three
dimensions with extreme precision any object that can be manufactured or any
human organ.
Error number two. Web 2.0, chatting, online forums and discussions on social networks are
supposedly taking us back to the social interaction and collective rituals of
oral culture of old, while reading books fostered individualism. We
should not underestimate the impact of multimedia, but its screen-based
multisensory virtues are perhaps not as great as originally thought. A lot more
has been suggested with less. The abundance of images and sounds often impedes
the momentum of the imagination. As for interactivity, its virtues are
undeniable when it comes to convenience, but questionable when it comes to
cultural creation.
We cannot forget
that this networking occurs online, in other words, remotely and generally
anonymously. One cannot deny the success of multi-user games, online karaoke,
video ping pong and other sports that software brands Wii and Kinect market.
But these electronic rituals remain very limited and cannot be compared with
the gestural nature of being in someone’s presence and the visual, olfactory
and tactile interactivity of tribal celebrations. Online voodoo may be for
another day.
Error number three. We forget that this upheaval started 6000 years ago with the creation of
the phonetic alphabet, which succeeded ideographic writing. We must remember
that Gutenberg’s genius was not in inventing printing, which already existed,
the first known example of it being the Chinese The Diamond Sutra,
a book that dates back to the 9th century, which is stored in
the library of the British Museum. What Gutenberg invented is movable type,
which accelerated the power of printing. And contrary to what people say, the
binary code of digital technologies is not a rupture with the phonetic
alphabet. The phonetic alphabet, which has 26 or 30 letters, depending on the
language, already broke with the analogue character of ideographic writing. It
imposed itself as an abstract, instrumental code. Digital is simplification. In
digital transmissions, as in cathode ray displays, whether in terms of text,
images, movement or sound, the bytes and pixels are like movable type reduced
to their simplest form, more versatile than characters of the alphabetic code
or musical code. This reduction to two signs, 1 and 0, gave binary code the
power and speed of electricity and established the convergence of media. It is
the outcome of the invention of Gutenberg’s movable type.
Error number four. To finish up with Gutenberg, people also point to the commercial success
of e-readers and tablets, which are growing in number. But this success, which
was a long time coming, is growing only to the extent that new cathode-ray
media are getting better at imitating the trusty old paper book and its
ergonomics: the matte aspect of paper and ink, the pocket format, sounds of
virtual pages turning, the lightness, the user-friendly manipulation of pages,
even the smell of printer ink in a diffusing sachet, the lower prices, etc. The
Japanese are even marketing an e-reader that mimics the manual interaction and
free movement of pages when you lean one way or another. Ironically, the
printed book remains the benchmark for its electronic imitators.
Error number five. People keep forecasting the demise of the book. And we keep hearing that
publishing houses and news organizations are in crisis. Yet virtual libraries
are growing. And libraries still carry books. They even offer access to books
that are no longer available, whether old, out of print, protected in image libraries,
sold only in far-off countries, or simply sold in the city when the reader
lives in the country. We can no longer avoid the digital networks of the
information society we are immersed in. Websites are now counted in the
billions of pages. We swim, surf and dive in an ocean of letters of the
alphabet. Ironically, and flying in the face of McLuhan’s prophecies, we are
witnessing a second phase in the development of literacy, much more widespread
than the first, and this time immersive.
There were elated
announcements that in 2012 there would be as many digital books as hardcover
books sold worldwide. For some this heralds a mutation and the end of the book.
Instead, we should be rejoicing in this impressive upswing in the book
industry. The fact that one third of books sold today are digital, all
categories combined, is good news, because rather than a mere substitution of
publishing media, this represents a one-third increase in overall book
production. Whether the books are on screens or on paper does not change the
fact that they are books. In fact, digital is not the opposite of paper, nor
its mortal enemy bent on replacing it. As paradoxical as this statement may
seem to digital fundamentalists, in this area, digital technology is simply a
complement of paper. And efforts are afoot to invent “cathodic paper.” Adding
sound and movement enriches text, obviating its disappearance. The fact that
Amazon and other large corporations benefit from electronic
technology and can sell books on paper or on screen is major technological
progress in printing and a great opportunity for the book. The internet also
offers new power for promoting, distributing and selling the… paper book ― an
instance of remarkable complementarity. One could even call the
internet the “21st century print shop.” No doubt, but we should
be careful of making sweeping statements, because the paper book that comes off
the press is far from in decline. It remains the dominant form by far; the
digital book is actually the one not living up to its promise, at times showing
flagging growth. The most recent studies show that it has lost some steam, no
matter what its champions claim: only 16% of Americans to date have bought a
digital book, whereas 89% of regular readers still buy paper books (Bowker
Market Research, 2012). It looks like the digital book will not replace the
paper book, but will offer an additional medium for specific activities like
practical reading and light entertainment.
Regardless, the
“Gutenberg parentheses” are not closing; on the contrary, with digital
technology, what we are witnessing is the triumph of movable type electronic
printing. We even worry about preserving this new continent of letters of the
alphabet. Because the flip side of the coin of this second lettrist revolution
is how fragile this electronic heritage is. At least the oral culture of yore
cultivated memory and is responsible for the conservation of texts that date
back several thousand years. The same cannot be said of what we are entrusting
today to the memory of so-called “hard” discs, which are much more volatile
than the terracotta plaques of yesteryear.
One could ask
whether we should be concerned about a return to obscurantism, for want of
writing and reading. We shouldn’t; on the contrary. We could also ask whether,
with the advent and meteoric rise of digital communication, we will experience
two forms of illiteracy rather than one, the traditional one and the digital
one, with the economic and social divide remaining a major factor in
illiteracy, both traditional and digital. Quite the opposite. Paradoxically,
digital technology will help reduce the number of illiterates. On the one hand,
this “second-generation illiteracy” ― as the inability to use digital
technology is called, due both to the generation gap and the economic divide― will
gradually decline as new generations appear. On the other hand, the appeal of
new digital tools, more playful and powerful than the traditional book, will
draw illiterate users to them. And digital technology is already generating
much more widespread and immediate use of reading and writing than Gutenberg’s
invention did.
Digital technology
is therefore not a new problem on top of traditional illiteracy. It is part of
the solution. It is turning out to be our greatest ally – including in schools
– for reducing illiteracy. It is an effective tool in that it motivates young
people to read and write through social media. Its allure – its playful magic –
is also encouraging young people who left school prematurely to go back,
dropouts who have no time for traditional academic pedagogy and the efforts it
entails. And thanks to appealing, effective courseware, digital technology also
helps teachers in their work and the task of learning to read and write in
adult education centres. Digital technology offers a new interactive, playful
and multimedia pedagogy that is more appealing and certainly more effective in
helping socially disadvantaged groups, whether young people or adults, make the
sustained effort that literacy requires, and enjoy the social inclusion that
modern life demands. After Gutenberg’s invention, digital technology is what
now offers us hope for new human progress. We have become digitally well read.
All hail e-Gutenberg!
(translation from
the French by Rhonda Mullins)