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Media Essays..

Opinion by Judah Ken Freed

Commentary about interactivity and new media trends

Our Visions Create the Media as the Media Create our Visions
Surviving
Future Shock
by Ken Freed.
.
An understanding of interactive communication
reveals why deep literacy makes global sense.
 

We are entering a bold new world of media wonders, and most of us feel scared silly by the prospects. The future looks dark and menancing. We beg for salvation.

The numbing sense of being overwhelmed by too much change happening way too fast to handle is called future shock, a term from Alvin Toffler. The initially disabling effects of massive social change can endure for generations. Some parts of our world have not yet entered the industrial age, for instance, let alone the information age, and look at the social upheavals in these lands. Once a change is naturalized, the new order of life is naturalized in us from birth. Stability by social balance works best, responsibility balancing freedom endures the longest, nurtures human creativity and prosperity.

Future shock is being induced, among other cultural forces, by the "information overload" from emerging media technologies that confound the mind. Given the billions being spent to buld a global network of communication networks, by design or default, as Matt Taylor would say, we are betting the future of humanity and life on earth upon a global Internet of interactive media becoming a blessing instead of a curse.

Will globale networks liberate or ensare us? While it's far too soon to tell how things will turn out, I'm on safe ground in saying that which way things go depends on each one of us, upon our own personal sensibilities, upon the values system that daily guides how we choose to consciously interact everymement in our interactive world.

Thge problem is that we fear the responsibility of intelligent consciousness. A valuable solution for future shock is deep literacy. Please permit me to prove my case.

Kindly take the long view of new media. Engage your imagination with me for a moment. Kindly appreciate the scope and depth, the beauty and miracle of what is happening on the planet right now. Human enterprise today and for the next few generations is constructing a broadband, integrated, interactive global communication infrastructure that touches almost every point on earth at the same time. We've progressed from single-strand copper wires carrying telegraphs in Morse code to twisted pairs of copper wires carrying voices, faxes, data and video. Telecommunication advances into coaxial cables and now optical fibers are offering a range of interactive services never before possible, such as true interactive TV. Two-way terrestrial and satellite broadcasting service are two or three years away. We're witnessing a worldwide convergence of the television, telephone and computer into one interactive ecosystem linking us together, forever altering all the ways we live, love, learn, work, play and vote. Nothing like this has ever existed on earth before, so this notion of "global thinking" is new and scary to most of us. Don't dispair. The core idea is easy.

earthSince before the advent of speaking and then writing in our childhood and then adolescence as an intelligent species on earth, humanity has been yearning to enter adulthood. Our road to deeper literacy has not always been easy. We all bear scars.

Let's think back to our own childhoods and recall the very first time our minds attached meaning to faces and sounds and gestures, when our mother's warm smile meant food, security and love. Now let's recreate the time, if we will, when our minds first made the leap of assigning meaning to abstract signs and symbols, the magical instant when sounds were linked to letters and then words. Almost in an eyeblink, our minds opened wide to the magic of reading, the breathless discovery that all the words in all the books in all the world are doorways into thoughts and feelings we never before imagined were possible. The best children's tales of any culture touch the joyous child in us all. As adolescents, we could see what sort of books and ideas are acceptable in our communities. Yet how can the perpetual curiosity of youth stand silent as vibrant life is exploding around us and within us? Young minds thirst for truth like the lifeforce in a sapling tree extends roots and branches for water and light to make food for growth.The awakening of deeper literacy within us, if we wish, can guide us toward an understanding of our world and ourselves in it that tends to induce responsible self rule, the communication habits that I like to call personal democracy.

A literate mind can spot solutions during a crisis that would be missed by an uneducated mind. If we're fortunate as children, our parents and teachers instilled in us the habits of lifelong learning. If we've cultivated the patience and diligence for gathering raw facts and organizing them into information that we can distill into knowledge, we might one day be blessed with refined wisdom. We then would know from within ourselves that literacy is a deeply powerful tool that's changing us as individuals and as a species, just as much as the mastery of fire or the invention of the wheel. Linguists explain how the languages we use to describe "reality" defines how we perceive the world, which choices we can discern for changing our reality. Ask yourself, how would history have been different if Sumaria had never composed cuneiform? The invention of writing, whatever the alphabet, has altered human civilization ever since. The invention and construction of a global Internet could have at least as much impact. Whether the influence is for good or ill will be up to us.

A Glimpse Ahead

To gain a glimpse of what is ahead for humanity as we build a world wide web of data, voice and video networks, look at what's happened on earth since Gutenberg created movable type and modern printing began. We can argue the literary or moral merits of various authors, but our civil discourse would not be the same without the existence of mass-produced books, transporting ideas across time and space. Book publishing and marketing is a robust international industry, and perhaps your own livelihood, as mine, is bound to the rule of publish or perish. Have you personally seen how the Internet is transforming every workplace? Consider the education profession. Where Web access is unrestricted, learning materials from around the globe are available to any learner with a computer and a basic keyword search engine. The implications are staggering.

The public Internet today is less than a decade old, and already our curiosity about any subject, elevating or degrading, can be satisfied online -- not always for free, of course. The Web can be a dangerous place. There are predators out there who prowl the Internet looking for prey the same way villains have always prowled public markets with an eye for the unwary. But there is more worrying us here than e-crime. We wonder if the nature of "cyberculture" might somehow damage our societies, or worse, may somehow harm our families or ourselves. There are too many unknowns, too many variables. We fear what we do not understand. The deeper our uncertainty and confusion about the world, the deeper our sense of dread.

To feel secure enough to lead balanced lives, we need to understand the world in ways that reasonably define ourselves and our position in the greater scheme of things. Speech communication researchers labeled this process as the "sense-making" or socialization function of verbal and nonverbal languages. Pause to note here the fundamental social contract in all forms of speech. When our primitive ancestors first assigned meaning to their vocalizations by common agreement, they gave birth to human languages. Our community-driven tribes have been busy ever since creating better and faster ways to talk among ourselves and to other tribes, the strangers who are "not us." Walls were erected to separate warring peoples. Today these walls are being breached by the Internet, which stirs up primal fears and old resentments. Meanwhile, the pace of technological innovation in the world is accelerating so rapidly that too many of us are rendered speechless. We stare agape into a mysterious future that looks very different from anything we have ever known or even imagined.

As if trying to make sense of the Internet was not hard enough, now in Europe, the United States and Japan is this brand-new thing called "interactive television." It's all so confusing. A lot of us half-wish we could sleep for 500 years and wake up at a time after humanity has adjusted to a global communication system, after the chaos subsides, when scholars can discuss the "culture shock" from the emergence of the Internet as dispassionately as today we might lean back to enjoy a colloquy on the medieval adoption of italics as a ploy for packing more words on the page to lower costs. Sadly, we do not enjoy the privileges of the time traveler conceived by H.G. Wells. No, we are stuck in the present, and we must do what we can from here. Face facts. Advanced communication technologies are driving humanity into the most sudden cultural and social transformation in history.

How can we survive? The prospects are as frightening as they are exciting. We are like some mythical character on the hero's journey who now stands at the sacred fountain of Truth and must select from dozens of cups and goblets the one true vessel of Enlightenment. The wrong choice could mean utter destruction. Will we choose wisely?

Understanding McLuhan

We're entering a new age of global interactive networks predicted in the 20th Century by the "old masters" of mass communication and social theory. Let's single out Marshall McLuhan, Alvin Toffler, John Naisbitt, George Orwell, Aldous Huxley, and Buckminster Fuller. Let's see what their minds can teach us today.

In his classics, Understanding Media and The Medium is the Massage, Marshall McLuhan showed how the medium massages the messages messing with our minds. He articulated how mass media influences us. His type of media literacy helps offset media mind control.

To understand McLuhan, we need to understand the main elements in the communication process. Below is my model of the basic cycle:

communication

A sender with something to communicate encodes a message into any verbal or nonverbal message channel that the intended receiver may decode effectively. The communication cycle is not complete until the sender replies, encodes feedback into some verbal or nonverbal form that the receiver, in turn, can decode effectively. There is no point in slowly articulating English words for someone who only speaks Parsi, yet some hand gestures and facial expressions may be cross-cultural. All acts of communication, by the way, occur against the distractions of background noise. In fact, it's a wonder we communicate at all.

Most communication problems can be traced back to encoding and decoding errors, such as misinterpretations, or hearing only what we want to hear. I like the old quip, "I do know that you believe that you think you understand what you heard me say, but I'm not sure if you realize that what I said is not what I meant." So, how many romances have gone down in flames through a misspoken word or glance? How many wars have been started or made worse by core communication failures, accidental or not? On the flip side, how many times has a soft word or a gentle hand on a shoulder redeemed a desperate situation?

Every act of communication changes every participant in the process while also changing the conditions in which the communication takes place. The back-and-forth or give-and-take between the senders and receivers affects their environment -- as the stone tossed into a pond sends out radiating ripples. Every interaction, to a degree, changes the world. Anthropologist Clifford Geertz wrote, "language weaves the web of culture." We daily weave our web from every act of communication.

Now we're ready for McLuhan. The form of a media message massages or manipulates the response to that message, he said. We may say we never judge a book by its cover, but we do. Style without substance is a waste of talent, of course, but in today's increasingly sophisticated, cosmopolitan marketplace of ideas, competition is fierce. You have to deliver do something to gain attention, yet quality work, unique work sustain a career. McLuhan did what he loved, did it well. and money did follow. His writings massaged the minds of readers and through them he changed our world. We still feel the cultural reverberations from his thinking about communication.

Now consider how McLuhan is applied to the theory and practice of media marketing today. Regardless of our values or belief systems, to begin, each of us fits the demographic profile for one audience or another that right now is being targeted by a film or TV producer or a website operator, catering to our tastes as best they can, keeping the customer satisfied, giving the public what they want. Talented and well-paid media marketing econometrics wizards supply guidance on every key decision by major media houses about the form and substance of messages reaching consumers on screens or in print. The best content creators can apply the techniques of storytelling and rhetoric so their audiences become mentally and emotionally engaged with the media content being subtly transported into our sore brains. The amount of money devoted to media advertising each year proves the media industry thrives on the faith that media messages do affect media audiences. Through mass media audiences,, through each of us, media companies perpetually are influencing our popular culture, and diverse subcultures, which together we all compose. We're discussing all forms of media -- from paperback books to DVD players, radio to MP3, TV to the Internet, each engages us differently. Still, the central fact remains: Mass media does massage mass culture.

Remember the communication cycle and the crucial importance of feedback to complete the loop. At the same time as media affect us, we affect media. We bring to the process of decoding any media message our own set of filters and biases (products of enculturation mostly), and these mitigate the influence of media content upon our thought processes. If we hate "spam" email, no matter how alluring the subject line, we trash the message. Public response to a message, naturally, helps determine whether the person creating the message, if sane, will keep on doing what they're doing. Smart people improve their form and content for greater effectiveness. So, the relationship between content creators and media audiences on the "Information Superhighway" is not one-way. Watch for converging traffic.

So. paraphrasing McLuhan, the media massages the message as the message massages the media. Or, media messages media companies as media companies massage media messages. Also, media networks massage media markets as media markets massage media networks. Or simply, mass media massages the masses as the masses massage mass media.

Here's the essential formula: . A -> B as B -> A.
A affects B as B affects A. (Adding players adds complexity.)

A robust broadband feedback loop is what makes the new interactive global network so dynamic and compelling, why the Internet now has a life of its own. "Cyberpunks" will extol libertarian self rule, ignoring attempts at regulation if they can see no harm from their actions. This is why stopping Napster will not end peer-to-peer file sharing. Public choices can and do alter media industry decisions. This is why what I call "reply side economics" will shape the 21st century. Our feedback will grow more visible and more valuable as the Internet proliferates and ties us all together. By the end of his life, McLuhan was fascinated by a vision of communication as a system of dynamic interactions on a planetary scale. He coined the phrase "global village" to convey how a worldwide communication network can create a sense of community binding people together, the idea of unity amid diversity.

From Future Shock to Big Brother

About the same time as McLuhan was popular, another author on the bestseller lists was Ivan Toffler. Future Shock provided a vocabulary for identifying the key symptoms of information overload, the mind-numbing sense of being powerless against a tide too great to fathom. Culture shock is a natural consequence of any socio-economic system transforming from one "paradigm" into another. In a second hit book, The Third Wave, Toffler said that first wave or agricultural societies have been or are being supplanted throughout world by the second wave of industrialization. Before society can resolve the problems of heavy industry, we also now must cope with the additional shock of the third wave, the advent of the "Information Age." One profound consequence of a decentralized network of networks intertwining local communities, he predicted, will be a greater pro-democracy movement with zero tolerance for despots. A tantalizing theory.

A decade after Future Shock, futurist John Naisbitt (from my home state of Colorado) published his blockbuster bestseller, Megatrends, Ten New Directions Transforming our Lives. Among the tidal cultural and social trends he identified, ranking first was the quantum change from industrial to information societies. Other trends stem from this one. Forcing people to adapt to machines is giving way to "high tech/ high touch" humanism, so machines adapt to us. Short-term thinking is being replaced by long-term thinking. Either/or thinking is losing ground to an awareness of our multiple options, like the popularity of "cultural diversity." Institutional help is being supplanted by self help. Centralization is "out" and decentralization is "in." Hierarchies are being replaced by networks, thereby distributing responsibilities. Representative democracies are finally maturing into participatory democracies. Our separatist national economies are integrating into one "interdependent" world economy. Dominance over world affairs by the industrial "North," mostly America and western Europe, will keep declining as world affairs increasingly are shaped by the needs of the "South," the undeveloped and developing nations of our world. Naisbitt saw the big picture. He said all this more than 20 years ago.

McLuhan, Toffler and Naisbitt offered valid reasons for optimism that new technology may help liberate us from generations of drudgery, so human aspirations for freedom and democracy can be realized, at last. Their writings radiate hope and stand in stark contrast to two novels earlier in the 20th Century -- Nineteen Eighty-Four by George Orwell and Brave New World by Aldous Huxley. Both envision a world where communication technologies saturate every aspect of our lives, where mass media is employed by the state as a tool for ruling the populace. The stories differed in how media is used. "Big Brother" in Orwell's dark tale uses two-way "telescreens" to spy on all, to detect while propaganda machinery keeps people in line. In Huxley's world, the ruling elites use "Soma" to keep people oh-so-contented and oh-so-distracted from any passing thoughts that something might be amiss in the world, like bread and circuses in ancient Rome, like food stamps and football in modern America. Both novels prophesied against allowing human inventions to become instruments of human enslavement. Whether we surrender our freedom under the firm hand of a father figure, or we relinquish our freedom for the sweet seductions of media soma, warn Orwell and Huxley, freedom hans't a chance unless and until the people know they have a choice.

Orwell feared dictators using new media to oppressively control the mindless masses. Huxley feared society's masters using the media to bemuse the masses into willing compliance, both pessimistic visions. A ray of hope comes from writer Peter Huber. In his book, Orwell's Revenge, he says Big Brother's interactive network will liberate "market forces" making autocracy impossible. Huber says that an open global Internet will topple tyrannies like dominoes. He may be right, but the key then becomes creating responsible media citizens.

Practical Idealism

Now at last we come to the author who may be the most singular of all "renaissance men" in modern times, R. Buckminster Fuller. After he tried and failed to revolutionize the transportation world with a "dimaxian" car on three wheels, he tried and failed to revolutionize the housing industry with his dimaxian modular homes suspended on a central pole. His investigation into structures led him to invent the "geodesic" dome based on sturdy triangles, and the dome he built for the 1964 Worlds Fair revived his career. He then started talking about a global village and the need for creating a "sustainable future" here on "spaceship earth." He advocated producing cultural "artifacts" for later generations to emulate and improve upon. He lectured about "critical path" strategic planning, so massive projects can be managed by connecting interrelated activities (logic flow charts). He called for urgent application of critical path planning to the critical problems of managing a massive change into a global community of democracies.

In the early 1980s, Fuller created "The World Game," played upon a dimaxian world map the size of a football field. A very early Apple computer was programmed for accessing a database of the earth's natural resources, ecological systems, population trends, and details on world shipping infrastructure, such as seaports and airports and railroads. The object of the game was for players walking around on the map to figure out among themselves how best to use the planet's abundance so that the largest number of people possible prospered while the earth itself is not pushed beyond renewal. A few months before the end of his long life, his eyesight nearly gone, his speech nearly unintelligible, "Bucky" Fuller presented the World Game in Boulder, Colorado. I was privileged to work on the team producing the event, and the experience forever altered my "world view." No longer could I see myself as isolated and powerless. We're all part of one larger, interactive whole, and everything we do on earth makes a difference, to a degree, which means each of us is truly powerful. By design or default, we daily shape our world. Why not act by design?

Entering an era of narrowband telecommunication networks is hard enough to comprehend, but constructing a global broadband Internet staggers the imagination. Many complex technical issues still must be resolved, such as interface standards for displaying computer content on TV screens, or the health risks of nonthermal microwave radiation. Many licensing deals must be signed, like the patents for multiplayer games, the right to upload interactive TV programs from your home. Exhaustive market research needs to be done, like preparing for the retail launch of digital set-top boxes in the USA, whether Americans without the tradition of Teletext can learn to turn to the TV for facts they get on the PC. Before these hurdles and others can be faced and overcome, we first have a central issue to confront within ourselves.

We still tend to think of global media in terms of its parts instead of as a whole interactive system. Success hangs on widening our vision. Awareness of our deep interactivity, of the personal or professional power that streams from a global sensibility, gives us the clarity of mind needed for staying sane amid the turbulence ahead. While we build a unifying global Internet, rich inner calm is especially critical for communication professionals like us, for we stand on the leading edge of the global "evolution revolution." A deep cultural and social transformation is now being enabled and facilitated through all the same communication technologies we routinely operate every day.

The global Internet is awakening in humanity a sense of our global interactivity, and life on earth will never be the same. Interacting with people worldwide over the narrowband Internet already is inducing this global sensibility. Immersion into a broadband media environment with Internet everywhere could accelerate the "paradigm shift." Imagine a quantum leap in our cultural evolution. Best symbolized in the historic photograph taken on our last journey home from the moon in Apollo XVII. Our fragile earth with its thin line of atmosphere suspended against the blackness of space, the photograph may be contemplated as the icon of our age.

earth

Science is discovering that our interactivity goes beyond anything we can imagine in our philosophies. At the subatomic level are strings of light interacting in dimensions unknown. To an astrophysicist, we are living stardust. The more such an interactive sensibility spreads, the more people will begin accepting that actions have consequences. The communication cycle includes feedback. What we do to others, we do to ourselves. A global sense of our interactivity inspires the desire to balance freedom and responsibility. We practice personal democracy.

How odd, actually, that technologies humans developed to rise above raw survival living now would circle back and offer to become a vital tool for teaching us what all the savvy sages have been patiently telling us since the dawn of every sacred tradition, oral and written. No matter what words we use to describe it, life itself is interactive. Enculturating our children into such deep media literacy, (or simply deep literacy) may help the generations ahead mature into more creative yet responsible adults. In time, adolescent humanity itself could at last mature into responsible adulthood here on earth.

I believe in practical idealism, so let me be pragmatic with you.

What would persuade educational institutions, media companies and governments to get behind a public drive to promote an interactive sensibility that makes global sense? In the report about educational TV that I wrote for Financial Times Media & Telecoms in 1998, the logical business case proposed was to grow world educational media markets by developing more educated minds in the world. Take the long view and invest strategically. If the main goal behind economic "globalization" is to create a self-sustaining, self-governing system of free trade that lets us conduct business with anybody else on earth, so Turkish village industries may sell directly to stores in Denver, for instance, if we want the dream to come true, we must put our money where our vision is. We need to walk our talk as best we can, and get on with the work at hand. In any interactive universe, doing the best we can from where we are at the time does yield enduring benefits.

Professionals at a communication conference like this may be in the best position of anyone to influence policy, so please consider what you can do from where you are to deepen interactive literacy in the world. If more communication/media professionals exhibit a global sensibility, humanity might mature more quickly into the cultural consciousness where responsible self rule makes global sense.

My best research says that about 10 to 15 percent of the population around the world already is feeling and voicing a global sensibility. Look for proof to the rising revenues of the natural food retailers, or the subscriber counts for magazines with a global perspective. Social psychologists and sociologists estimate that the critical mass needed before any cultural current goes mainstream is about 25 percent or more. How many generations will pass on earth until global thinking becomes common, before humanity outgrows self-destructive ways? When will enough of us see that deep literacy makes global sense?

If the history of the planet is calculated as a 24-hour clock, if one trusts the sciences, Homo Sapiens emerged as the dominant species on our world barely a minute ago. After sluggish technical progress during eons of agrarian societies, just a few seconds ago, the industrial revolution bega. According to this geologic clock, the Internet emerged less than a heartbeat ago. With so much changing so fast, no wonder so many of us suffer from future shock.

Now we realize the cure for our fear of the future is developing the peace of mind that comes from a global sensibility. Our interactivity gives us power. As creative interactive beings, we can see multiple options. We can apply our thoughts, words and deeds to solve problems and build that "sustainable future" we do want for ourselves, our children and grandchildren.

The task cannot and will not be accomplished overnight. Generations may be required. Still, if we care to survive the turbulance ahead and prosper along the way, the job must be done. What else can we do that will work? Deep literacy makes global sense. end
.

Anadolu U

This essay first published April 2001 in the proceedings of the
International Symposium on Communication,
Anadolu University, Eskisehir, Turkey.
Since revised.
(c) 2001 by Ken Freed. All Rights Reserved.
(From a draft of the forthcoming book, Deep Literacy, by Judah Ken Freed.)


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Our road to deeper literacy has not always been easy. We all bear scars.

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To feel secure enough to lead balanced lives, we need to understand the world in ways that reasonably define ourselves and our position in the greater scheme of things.

 

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Here's the essential formula:

A affects B
as
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To paraphrase McLuhan, the media massages the message as the message massages the media.

 

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How odd, actually, that technologies humans developed to rise above raw survival living now would circle back and offer to become a vital tool for teaching us what all the savvy sages have been patiently telling us since the dawn of every sacred tradition, oral and written.

Life is interactive.

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