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... 


Marshall McLuhan Environment As Art

The World Is Show Business

We have now become aware of the possibility of
arranging the entire human environment as a work
of art, as a teaching machine designed to maximize
perception and to make everyday learning a proc-
ess of discovery. Application of this knowledge
would be the equivalent of a thermostat controlling
room temperature. It would seem only reasonable
to extend such controls to all the sensory thresh-
olds of our being. We have no reason to be grate-
ful to those who juggle these thresholds in the
name of haphazard innovation.

An astronomer looking through a 200-inch tele-
scope exclaimed that it was going to rain. His
assistant asked, "How can you tell?" "Because
my corns hurt."

Environments are not passive wrappings, but are,
rather, active processes which are invisible. The
groundrules, pervasive structure, and over-all pat-
terns of environments elude easy perception. Anti-
environments, or countersituations made by artists,
provide means of direct attention and enable us
to see and understand more clearly. The interplay
between the old and the new environments cre-
ates many problems and confusions. The main
obstacle to a clear understanding of the effects of
the new media is our deeply embedded habit of
regarding all phenomena from a fixed point of
view. We speak, for instance, of "gaining perspec-
tive." This psychological process derives uncon-
sciously from print technology.

Print technology created the public. Electric tech-
nology created the mass. The public consists of
separate individuals walking around with separate,
fixed points of view. The new technology demands
that we abandon the luxury of this posture, this
fragmentary outlook.

The method of our time is to use not a single but
multiple models for exploration—the technique of
the suspended judgment is the discovery of the
twentieth century as the technique of invention
was the discovery of the nineteenth.


Marshall McLuhan The Process Of Our Time

process of our time

The medium, or process, of our time—electric tech-
nology—is reshaping and restructuring patterns of
social interdependence and every aspect of our
personal life. It is forcing us to reconsider and re-
evaluate practically every thought, every action,
and every institution formerly taken for granted.
Everything is changing—you, your family, your
neighborhood, your education, your job, your gov-
ernment, your relation to "the others." And they're
changing dramatically.

Societies have always been shaped more by the
nature of the media by which men communicate
than by the content of the communication. The
alphabet, for instance, is a technology that is ab-
sorbed by the very young child in a completely
unconscious manner, by osmosis so to speak.
Words and the meaning of words predispose the
child to think and act automatically in certain ways.
The alphabet and print technology fostered and
encouraged a fragmenting process, a process of
specialism and of detachment. Electric technology
fosters and encourages unification and involve-
ment. It is impossible to understand social and
cultural changes without a knowledge of the work-
ings of media.

The older training of observation has become quite
irrelevant in this new time, because it is based on
psychological responses and concepts conditioned
by the former technology—mechanization.

Innumerable confusions and a profound feeling
of despair invariably emerge in periods of great
technological and cultural transitions. Our "Age of
Anxiety" is, in great part, the result of trying to
do today's job with yesterday's tools-with yester-
day's concepts.

Youth instinctively understands the present en-
vironment-the electric drama. It lives mythically
and in depth. This is the reason for the great
alienation between generations. Wars, revolutions,
civil uprisings are interfaces within the new en-
vironments created by electric informational media.