Thankful For 2011 Ready To Go in 2012

2011 is almost over here in Mayberry by the sea, and the word for me that will describe it all, is gratefulness.


LavaCon 2011 My iPhone Photoset

Click here for LavaCon My iPhone Photoset Slideshow

LavaCon The Conference on Digital Media & Content Strategies

LavaCon 2011 Austin Last Day

LavaCon 2011 Austin Last Day Slideshow

LavaCon The Conference on Digital Media & Content Strategies

LavaCon Tuesday Afternoon Sessions & @SDL CE

LavaCon Tuesday Afternoon Sessions & @SDL CE Slideshow
LavaCon The Conference on Digital Media & Content Strategies

LavaCon 2011 Tuesday Morning Sessions

LavaCon Tuesday Morning Sessions Slideshow LavaCon The Conference on Digital Media & Content Strategies

LavaCon 2011 Monday Late Afternoon Sessions & Adobe Party

LavaCon 2011 Monday Late Afternoon Sessions & Adobe Party Slideshow LavaCon The Conference on Digital Media & Content Strategies

LavaCon Monday Lunch & Afternoon Sessions

LavaCon Monday Lunch & Afternoon Sessions Slideshow LavaCon The Conference on Digital Media & Content Strategies

LavaCon Monday Morning Sessions

LavaCon Monday Morning Sessions Slideshow LavaCon The Conference on Digital Media & Content Strategies

LavaCon Monday Morning Keynote Slideshow

LavaCon Monday Morning Keynote Slideshow LavaCon The Conference on Digital Media & Content Strategies

LavaCon 2011 Austin Karaoke Party Hosted By WebWorks

LavaCon 2011 Austin Karaoke Party Hosted By WebWorks Slideshow

LavaCon The Conference on Digital Media & Content Strategies

LavaCon 2011 Austin Day 1 Photoset

LavaCon 2011 Austin Day 1 Photoset LavaCon The Conference on Digital Media & Content Strategies


My LavaCon Austin 2011 Takeaways

this is not a pipe 
What is it then? 

This is not a pipe, my main takeaway from LavaCon 2011 in Austin Texas.

This is not a pipe, and that is the main problem facing any modern global community today.

Digital Content, Creation, Translation, Manipulation, Protection & Retention, all mixed with a bit of real time Social Interjection. (say that 10 times fast) is not a pipe...

LavaCon connects with, and teaches those who can say, 
"This is a (Fill In The Blank)" and heal that pain your organization is facing.  #ROI 

Learning and networking with the experts has never been more fun or well fed.  

This is not a pipe, this is happening inside of your head right now, the ultimate destination of the information we are trying to convey. 

This is not a pipe, this is an opportunity. 


Marshall McLuhan Nonsense Cried Alice

"Now for the evidence," said the King, "and then the sentence." "No!" said the Queen, "first the sentence, and then the evidence!" "Nonsense!" cried Alice, so loudly that everybody jumped, "the idea of having the sentence first!"


Marshall McLuhan on Major Advances in Civilization

and how! 
"The major advances in civilization are processes
that all but wreck the societies in which they occur." 
A.N. Whitehead 

and how!


Marshall McLuhan on The Balinese

Do Well

The Balinese say:
"We have no art.
We do everything
as well as we can."
Museum curator:
"I wouldn't be seen dead
with a living work of art."

A. K. Coomaraswamy:
"We are proud of our
museums where we
display a way of living
that we have
made impossible."

The Establishment pays
homage to four anti-
environmental lads.
British Prime Minister
Wilson visits the Cavern
Club in Liverpool where
the Beatles got their
start. The museum has
become a storehouse of
human values, a cultural

Do Well


Marshall McLuhan on The Future

think forward
"It is the business
 of the future
 to be dangerous."
- A. N. Whitehead

think forward


Marshall McLuhan Jobs OR Roles


The youth of today are not permitted to approach
the traditional heritage of mankind through the door
of technological awareness. This only possible door
for them is slammed in their faces by a rear-view-
mirror society.

The young today live mythically and in depth. But
they encounter instruction in situations organized
by means of classified information—subjects are
unrelated, they are visually conceived in terms of
a blueprint. Many of our institutions suppress all
the natural direct experience of youth, who respond
with untaught delight to the poetry and the beauty
of the new technological environment, the environ-
ment of popular culture. It could be their door to
all past achievement if studied as an active (and
not necessarily benign) force.

The student finds no means of involvement for
himself and cannot discover how the educational
scheme relates to his mythic world of electronically
processed data and experience that his clear and
direct responses report.

It is a matter of the greatest urgency that our edu-
cational institutions realize that we now have civil
war among these environments created by media
other than the printed word. The classroom is now
in a vital struggle for survival with the immensely
persuasive "outside" world created by new informa-
tional media. Education must shift from instruction,
from imposing of stencils, to discovery —to probing
and exploration and to the recognition of the lan-
guage of forms.

The young today reject goals. They want roles—
R-O-L-E-S. That is, total involvement. They do not
want fragmented, specialized goals or jobs.

We now experience simultaneously the dropout
and the teach-in. The two forms are correlative.
They belong together. The teach-in represents an
attempt to shift education from instruction to dis-
covery, from brainwashing students to brainwash-
ing instructors. It is a big, dramatic reversal. Viet-
nam, as the content of the teach-in, is a very small
and perhaps misleading Red Herring. It really has
little to do with the teach-in, as such, anymore than
with the dropout.

The dropout represents a rejection of nineteenth-
century technology as manifested in our educa-
tional establishments. The teach-in represents a
creative effort, switching the educational process
from package to discovery. As the audience be-
comes a participant in the total electric drama,
the classroom can become a scene in which the
audience performs an enormous amount of work.



Marshall McLuhan on Occupations & Interests

"...compartmentalization of occupations and
interests bring about a separation of that mode
of activity commonly called 'practice' from 
insight, of imagination from executive 'doing.' 
Each of these activities is then assigned its own 
place which it must abide. Those who write 
the anatomy of experience then suppose that 
these divisions inhere in the very constitution 
of human nature."                 - John Dewey



Marshall McLuhan The Ear World


The ear favors no particular "point of view." We
are enveloped by sound. It forms a seamless web
around us. We say, "Music shall fill the air." We
never say, "Music shall fill a particular segment
of the air."

We hear sounds from everywhere, without ever
having to focus. Sounds come from "above," from
"below," from in "front" of us, from "behind" us,
from our "right," from our "left." We can't shut out
sound automatically. We simply are not equipped
with earlids. Where a visual space is an organized
continuum of a uniformed connected kind, the ear
world is a world of simultaneous relationships.



Marshall McLuhan on Bob Dylan

"Because something is happening
But you don't know what it is
Do you , Mister Jones?" - Bob Dylan


Marshall McLuhan The City Of The Future

The end of the line.
The railway radically altered the personal outlooks
and patterns of social interdependence. It bred
and nurtured the American Dream. It created to-
tally new urban, social, and family worlds. New
ways of work. New ways of management. New

The technology of the railway created the myth of a
green pasture world of innocence. It satisfied
man's desire to withdraw from society, symbolized
by the city, to a rural setting where he could
recover his animal and natural self. It was the pas-
toral ideal, a Jeffersonian world, an agrarian de-
mocracy which was intended to serve as a guide
to social policy. It gave us darkest suburbia and
its lasting symbol: the lawnmower.

The circuited city of the future will not be the huge
hunk of concentrated real estate created by the
railway. It will take on a totally new meaning under
conditions of very rapid movement. It will be an
information megalopolis. What remains of the con-
figuration of former "cities" will be very much
like World's Fairs—places in which to show off new
technology, not places of work or residence. They
will be preserved, museumlike, as living monu-
ments to the railway era. If we were to dispose of
the city now, future societies would reconstruct
them, like so-many Williamsburgs.

The end of the line.


Marshall McLuhan Information War

Some like it hot

Real, total war has become information war. It is
being fought by subtle electric informational media
—under cold conditions, and constantly. The cold
war is the real war front—a surround—involving
everybody —all the time —everywhere. Whenever
hot wars are necessary these days, we conduct
them in the backyards of the world with the old
technologies. These wars are happenings, tragic
games. It is no longer convenient, or suitable, to
use the latest technologies for fighting our wars,
because the latest technologies have rendered
war meaningless. The hydrogen bomb is history's
exclamation point. It ends an age-long sentence of
manifest violence!

Some like it cold.


Marshall McLuhan Propaganda Dialogue

See Dick, See Dick protest,

The environment as a processor of information is
propaganda. Propaganda ends where dialogue
begins. You must talk to the media, not to the pro-
grammer. To talk to the programmer is like com-
plaining to a hot dog vendor at a ballpark about
how badly your favorite team is playing.

"The west shall shake the east awake...
while ye have the night for morn..."
                                        -James Joyce 

Protest Dick! Protest!


Marshall McLuhan Amateur


Sneed Martin, Larson E. Whipsnade, Chester
Snavely, A. Pismo Clam, J. P. Pinkerton Snoop-
ington, Mahatma Kane Jeeves-he was always the
man on the flying trapeze. On the stage, on the
silver screen, all through his life, he swung between
the ridiculous and the sublime, using humor as
a probe.

Humor as a system of communications and as a
probe of our environment—of what's really going
on—affords us our most appealing anti-environ-
mental tool. It does not deal in theory, but in imme-
diate experience, and is often the best guide to
changing perceptions. Older societies thrived on
purely literary plots. They demanded story lines.
Today's humor, on the contrary, has no story line-
no sequence. It is usually a compressed overlay
of stories.


"My education was of the most ordinary descrip-
tion, consisting of little more than the rudiments
of reading, writing, and arithmetic at a common day
school. My hours out of school were passed at
home and in the streets." Michael Faraday, who
had little mathematics and no formal schooling
beyond the primary grades, is celebrated as an
experimenter who discovered the induction of
electricity. He was one of the great founders of
modern physics. It is generally acknowledged that

Faraday's ignorance of mathematics contributed
to his inspiration, that it compelled him to develop
a simple, nonmathematical concept when he looked
for an explanation of his electrical and magnetic
phenomena. Faraday had two qualities that more
than made up for his lack of education: fantastic
intuition and independence and originality of mind.

Professionalism is environmental. Amateurism is
anti-environmental. Professionalism merges the
individual into patterns of total environment.
Amateurism seeks the development of the total
awareness of the individual and the critical aware-
ness of the groundrules of society. The amateur
can afford to lose. The professional tends to
classify and to specialize, to accept uncritically the
groundrules of the environment. The groundrules
provided by the mass response of his colleagues
serve as a pervasive environment of which he is
contentedly and unaware. The "expert" is the man
who stays put.

"There are children playing in the street who could
solve some of my top problems in physics, because
they have modes of sensory perception that I lost
long ago."

—J. Robert Oppenheimer



Marshall McLuhan on Your Job

When this circuit learns your job, what are you going to do?
your job

"When this circuit learns your job, what
are you going to do?"

"Jobs" represent a relatively recent
pattern of work. From the fifteenth
century to the twentieth century, there
is a steady progress of fragmentation
of the stages of work that constitute
"mechanization" and "specialism."
These procedures cannot serve for sur-
vival or sanity in this new time.

Under conditions of electric circuitry,
all the fragmented job patterns tend to
blend once more into involving and
demanding roles or forms of work that
more and more resemble teaching,
learning, and "human" service, in the
older sense of dedicated loyalty.

Unhappily, many well-intentioned politi-
cal reform programs that aim at the
alleviation of suffering caused by un-
employment betray an ignorance of the
true nature of media-influence.

"Come into my parlor," said the com-
puter to the specialist.

When this circuit learns your job, what are you going to do?
your job


Marshall McLuhan on Jules Verne

Any believable prediction will be wrong.
Even so imaginative a writer as Jules Verne failed
to envisage the speed with which electric tech-
nology would produce informational media. He
rashly predicted that television would be invented
in the XXIXth Century.

Science-fiction writing today presents situations
that enable us to perceive the potential of new
technologies. Formerly, the problem was to in-
vent new forms of labor-saving. Today, the reverse
is the problem. Now we have to adjust, not to in-
vent. We have to find the environments in which
it will be possible to live with our new inventions.
Big Business has learned to tap the s-f writer.

Television completes the cycle of the human sen-
sorium. With the omnipresent ear and the moving
eye, we have abolished writing, the specialized
acoustic-visual metaphor that established the dy-
namics of Western civilization.

In television there occurs an extension of the sense
of active, exploratory touch which involves all the
senses simultaneously, rather than that of sight
alone. You have to be "with" it. But in all electric
phenomena, the visual is only one component in
a complex interplay. Since, in the age of informa-
tion, most transactions are managed electrically,
the electric technology has meant for Western
man a considerable drop in the visual component,
in his experience, and a corresponding increase
in the activity of his other senses.

Television demands participation and involvement
in depth of the whole being. It will not work as a
background. It engages you. Perhaps this is why
so many people feel that their identity has been
threatened. This charge of the light brigade has
heightened our general awareness of the shape
and meaning of lives and events to a level of ex-
treme sensitivity.

It was the funeral of President Kennedy that most
strongly proved the power of television to invest
an occasion with the character of corporate par-
ticipation. It involves an entire population in a ritual
process. (By comparison, press, movies, and radio
are mere packaging devices for consumers.) In
television, images are projected at you. You are
the screen. The images wrap around you. You are
the vanishing point. This creates a sort of inward-
ness, a sort of reverse perspective which has much
in common with Oriental art.

Any correct prediction will be unbelievable...


Marshall McLuhan Allatonceness

Ours is a brand-new world of allatonceness. "Time"
has ceased, "space" has vanished. We now live in
a global village...a simultaneous happening. We

are back in acoustic space. We have begun again
to structure the primordial feeling, the tribal emo-
tions from which a few centuries of literacy
divorced us.

We have had to shift our stress of attention from
action to reaction. We must now know in advance
the consequences of any policy or action, since
the results are experienced without delay. Because
of electric speed, we can no longer wait and see.
George Washington once remarked, "We haven't
heard from Benj. Franklin in Paris this year. We
should write him a letter."

At the high speeds of electric communication,
purely visual means of apprehending the world are
no longer possible; they are just too slow to be
relevant or effective.

Unhappily, we confront this new situation with an
enormous backlog of outdated mental and psycho-
logical responses. We have been left d-a-n-
g-l-i-n-g. Our most impressive words and thoughts
betray us—they refer us only to the past, not to
the present.

Electric circuitry profoundly involves men with one
another. Information pours upon us, instantane-
ously and continuously. As soon as information is
acquired, it is very rapidly replaced by still newer
information. Our electrically-configured world has
forced us to move from the habit of data classifica-
tion to the mode of pattern recognition. We can no
longer build serially, block-by-block, step-by-step,
because instant communication insures that all
factors of the environment and of experience co-
exist in a state of active interplay.

Page 36


Marshall McLuhan Lecture The Medium is the Massage

All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical, and social consequences that they leave no part of us untouched, unaffected, unaltered. (p. 26)


Common Sense - The Rock 2011

Common Sense,
Last Band On the Sand Of the year.
Summer ending,
Secret Summer on the way. 
The Rock - A Song About Surfing


Nuclear Power 101 Arnie Gundersen

In God We Trust - All Others Supply Resumes

Last night the San Clemente City Council asked to be given the resumes of anyone who was going to speak here in September at a public forum regarding SONGS,
Arnold Gundersen 
Arnie is an energy advisor with 39-years of nuclear power engineering experience. A former nuclear industry senior vice president, he earned his Bachelor's and Master's Degrees in nuclear engineering, holds a nuclear safety patent, and was a licensed reactor operator. During his nuclear industry career, Arnie managed and coordinated projects at 70-nuclear power plants around the country. He currently speaks on television, radio, and at public meetings on the need for a new paradigm in energy production. An independent nuclear engineering and safety expert, Arnie provides testimony on nuclear operations, reliability, safety, and radiation issues to the NRC, Congressional and State Legislatures, and Government Agencies and Officials throughout the US, Canada, and internationally. In 2008, he was appointed by the Vermont Senate President to be the first Chair of the Vermont Yankee Nuclear Power Plant Oversight Panel. He has testified in numerous cases and before many different legislative bodies including the Czech Republic Senate. Using knowledge from his Masters Thesis on Cooling Towers, Arnie analyzed and predicted problems with Vermont Yankee’s cooling towers three years prior to their 2007 collapse. His Environmental Court testimony concerned available and economically viable alternatives to cooling towers in order to reduce consumptive water use and the ecological damage caused by cooling tower drift and heated effluents. As the former vice president in an engineering organization, Arnie led the team of engineers who developed the plans for decommissioning Shippingport, the first major nuclear power plant in the US to be fully dismantled. He was also an invited author on the first DOE Decommissioning Handbook. Source term reconstruction is a method of forensic engineering used to calculate radiation releases from various nuclear facilities after nuclear incidents or accidents. Arnie is frequently called upon by public officials, attorneys, and intervenors, to perform source term reconstructions. His source term reconstruction efforts vary. Arnie has calculated exposures to oil workers, who received radiation exposure while working on wells. He has also calculated radiation releases to children with health concerns, who live near a nuclear facility, like the one that carted radioactive sewage off-site and spread it on farmers' fields. Finally, he has performed an accurate source term construction of the radiation releases from the Three Mile Island nuclear accident. Also involved in his local community, Arnie has been a part-time math professor at Community College of Vermont (CCV) since 2007. He also taught high school physics and mathematics for 13 years and was an instructor at RPI's college reactor lab.
Will very much enjoy hearing him IRL, but now for your devices I give you, Arnold Gundersen and Nuclear Power 101


Nukes are a silly way to boil water


SONGS Invited Us To Ask Questions.

Not Very Friendly To Stalk Your Invited Guests @SCE_SONGS
Hi my name is Darin R. McClure, I live within walking distance of the San Clemente Community Center, Last night we were invited by Southern California Edison to get "Informed" about the San Onofre Nuclear Generating Station 4 miles south of our home. Thinking this would be a "friendly" event with "face-painting" for the kids we were a little surprised to be met with a full contingent of San Clementes Finest, the Orange County Sheriffs Dept. (our tax $ at work) and a Mr. Neil Johnson, who came up and introduced himself to us and then spent the rest of the night following a Native American Elder, who uses a cane, around like a puppy-dog...

At the event @SCE_SONGS is giving out these cute little examples of a fuel pellets used to produce energy, touting how green and cheap it was in comparison to other fuels.

My first question regarding this little pellet, once used, or turned into a "spent fuel pellet" was how long would it take for that pellet not to be a hazard? My first reply, I kid you not, from the SCE rep, " I don't know" beautiful! Here I am standing an event sponsored by my utility company to inform me and my very first question goes unanswered... Not to be perturbed or dis-waded by this I pushed on. Ok there must be some smart person at this event you can put me in contact with who can answer my question..." and Chris went to find that person for me. I was introduced about 5 Min later, to Kim? with Neil standing so close over my shoulder that I could hear him breathing, Dude you really need to learn about invading a persons " personal space " I again asked, how long will this little pellet be something we will have to worry about, Kim explained that give or take thousands of years, it would be deadly for in the range of +300,000 years. I gasped... Neil asked me to keep it down, I asked Neil to back off as I do not need an editor, here maybe, IRL not so much.

And that brings me to question #2, how is the cost of keeping this shit safe figured into the cost of energy, or rather, who is going to pay to keep it under lock, guard, key and gun for the next 300,000 years??? Again I was greeted with the "We dont know answer" from all of the SCE reps, Again that answer did not make me happy, and I fell back on the answer that these employees are supposed to use from their little book of safety, 



At this point we were asked to leave the event. 

I have more questions I guess I will need to ask them here...

Watching The Watchers


What I Did With My Summer Vacation


Hi Folks! Welcome Back! Will be back with "McClure on McLuhan" but want to give a little update on where I have been and the things we have seen. We went on a nice little family vacation to Santa Cruz California, to see the sights, In San Francisco, the Golden Gate Bridge, Fort Point, The Fisherman's Wharf. Zeum. Hear some sounds, Crosby, Stills & Nash, Jackson Browne, Bonnie Raitt, Jason Mraz, The Doobie Brothers, Kitaro, John Hall, Jonathan Wilson, Sweet Honey in the Rock, Meet some fellow activists Abalone Alliance Clearinghouse, San Luis Obispo Mothers for Peace, Redwood Alliance, Progressive Democrats of Los Angeles, Green Leap Forward, Women's Energy Matters, Peace and Freedom Party, Los Angeles Greens, Alliance for Survival, Sacred Sites Peacewalk For a Nuclear Free World, No Nukes on Fault's, Coalition For Responsible Ethical Environmental Decisions (CREED), San Clemente Green, Residents Organized for a Safe Environment (ROSE) Veterans for Peace Chapter 162 East Bay San Francisco, No Nukes Caucus Veterans for Peace, Ecological Options Network (EON), & Greenpeace. Needing our nerd fix, we stopped in with the Altimeter group and a mobile brain dump and irl wiki held by Jeremiah Owyang & his team, thank you for the invite Jackie Shelley! And since we were staying in Santa Cruz we had to stop of at the Boardwalk to grab the brass ring. Not to be outdone looks like Anonymous has put his 2 cents around town in regarding Southern California Edison attempt at "greenwashing" thru kelp. Good Point thanks Anon!

Tonight we will be going to visit the So Cal Edison Open House event at the Community Center, from 4:30 to 7:30 pm. Visit SanOnofre.com to hear the other side of the story and raise important questions about our safety and local economics.




Marshall McLuhan Authorship Transmission

A ditto, ditto device.
A ditto, ditto device.
"Authorship"—in the sense we know it today, indi-
vidual intellectual effort related to the book as an
economic commodity—was practically unknown
before the advent of print technology. Medieval
scholars were indifferent to the precise identity
of the "books" they studied. In turn, they rarely
signed even what was clearly their own. They
were a humble service organization. Procuring
texts was often a very tedious and time-consuming
task. Many small texts were transmitted into vol-
umes of miscellaneous content, very much like
"jottings" in a scrapbook, and, in this transmission,
authorship was often lost.

The invention of printing did away with anonymity,
fostering ideas of literary fame and the habit of
considering intellectual effort as private property.
Mechanical multiples of the same text created a
public—a reading public. The rising consumer-
oriented culture became concerned with labels of
authenticity and protection against theft and piracy.
The idea of copyright—"the exclusive right to re-
produce, publish, and sell the matter and form of
a literary or artistic work"—was born.

Xerography—every man's brain-picker—heralds the
times of instant publishing. Anybody can now be-
come both author and publisher. Take any books
on any subject and custom-make your own book
by simply xeroxing a chapter from this one, a
chapter from that one—instant steal!

As new technologies come into play, people are
less and less convinced of the importance of self-
expression. Teamwork succeeds private effort.

A ditto, ditto device.

A ditto, ditto device.

A ditto, ditto device.


Marshall McLuhan In Acoustic Space

Printing,  a ditto device

Until writing was invented, man lived in acoustic
space: boundless, directionless, horizonless, in the
dark of the mind, in the world of emotion, by
primordial intuition, by terror. Speech is a social
chart of this bog.

The goose quill put an end to talk. It abolished
mystery; it gave architecture and towns; it brought
roads and armies, bureaucracy. It was the basic
metaphor with which the cycle of civilization be-
gan, the step from the dark into the light of the
mind. The hand that filled the parchment page
built a city.

Whence did the wond'rous mystic art arise,
Of painting SPEECH, and speaking to the eyes?
That we by tracing magic lines are taught,
How to embody, and to colour THOUGHT?


Marshall McLuhan Poet Artist Sleuth

The Emperor's New Clothes.
The poet, the artist, the sleuth —whoever sharpens
our perception tends to be antisocial; rarely "well-
adjusted," he cannot go along with currents and
trends. A strange bond often exists among anti-
social types in their power to see environments
as they really are. This need to interface, to con-
front environments with a certain antisocial power,
is manifest in the famous story, "The Emperor's
New Clothes." "Well-adjusted" courtiers, having
vested interests, saw the Emperor as beautifully
appointed. The "antisocial" brat, unaccustomed to
the old environment, clearly saw that the Emperor
"ain't got nothin' on." The new environment was
clearly visible to him.

You know you want to click play...