Understanding Media. Marshall McLuhan
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Toynbee urges again and again the cultural strategy of the imitation of the example of great men. This, of course, is to locate cultural safety in the power of the will, rather than in the power of adequate perception of situations. Anybody could quip that this is the British trust in character as opposed to intellect. In view of the endless power of men to hypnotize themselves into unawareness in the presence of challenge, it may be argued that willpower is as useful as intelligence for survival. Today we need also the will to be exceedingly informed and aware.
Arnold Toynbee gives an example of Renaissance technology being effectively encountered and creatively controlled when he shows how the revival of the decentralized medieval parliament saved English society from the monopoly of centralism that seized the continent. Lewis Mumford in The City in History tells the strange tale of how the New England town was able to carry out the pattern of the medieval ideal city because it was able to dispense with walls and to mix town and country. When the technology of a time is powerfully thrusting in one direction, wisdom may well call for a countervailing thrust. The implosion of electric energy in our century cannot be met by explosion or expansion, but it can be met by decentralism and the flexibility of multiple small centers. For example, the rush of students into our universities is not explosion but implosion. And the needful strategy to encounter this force is not to enlarge the university, but to create numerous groups of autonomous colleges in place of our centralized university plant that grew up on the lines of European government and nineteenth-century industry.
In the same way the excessive tactile effects of the TV image cannot be met by mere program changes. Imaginative strategy based on adequate diagnosis would prescribe a corresponding depth or structural approach to the existing literary and visual world. If we persist in a conventional approach to these developments our traditional culture will be swept aside as scholasticism was in the sixteenth century. Had the Schoolmen with their complex oral culture understood the Gutenberg technology, they could have created a new synthesis of written and oral education, instead of bowing out of the picture and allowing the merely visual page to take over the educational enterprise. The oral Schoolmen did not meet the new visual challenge of print, and the resulting expansion or explosion of Gutenberg technology was in many respects an impoverishment of the culture, as historians like Mumford are now beginning to explain. Arnold Toynbee, in A Study of History, in considering “the nature of growths of civilizations,” not only abandons the concept of enlargement as a criterion of real growth of society, but states: “More often geographical expansion is a concomitant of real decline and coincides with a ‘time of troubles’ or a universal state — both of them stages of decline and disintegration.”
Toynbee expounds the principle that times of trouble or rapid change produce militarism, and it is militarism that produces empire and expansion. The old Greek myth which taught that the alphabet produced militarism (“King Cadmus sowed the dragon’s teeth, and they sprang up armed men”) really goes much deeper than Toynbee’s story. In fact, “militarism” is just vague description, not analysis of causality at all. Militarism is a kind of visual organization of social energies that is both specialist and explosive, so that it is merely repetitive to say, as Toynbee does, that it both creates large empires and causes social breakdown. But militarism is a form of industrialism or the concentration of large amounts of homogenized energies into a few kinds of production. The Roman soldier was a man with a spade. He was an expert workman and builder who processed and packaged the resources of many societies and sent them home. Before machinery, the only massive work forces available for processing material were soldiers or slaves. As the Greek myth of Cadmus points out, the phonetic alphabet was the greatest processor of men for homogenized military life that was known to antiquity. The age of Greek society that Herodotus acknowledges to have been “overwhelmed by more troubles than in the twenty preceding generations” was the time that to our literary retrospect appears as one of the greatest of human centuries. It was Macaulay who remarked that it was not pleasant to live in times about which it was exciting to read. The succeeding age of Alexander saw Hellenism expand into Asia and prepare the course of the later Roman expansion. These, however, were the very centuries in which Greek civilization obviously fell apart.
Toynbee points to the strange falsification of history by archeology, insofar as the survival of many material objects of the past does not indicate the quality of ordinary life and experience at any particular time. Continuous technical improvement in the means of warfare occurs over the entire period of Hellenic and Roman decline. Toynbee checks out his hypothesis by testing it with the developments in Greek agriculture. When the enterprise of Solon weaned the Greeks from mixed farming to a program of specialized products for export, there were happy consequences and a glorious manifestation of energy in Greek life. When the next phase of the same specialist stress involved much reliance on slave labor, there was spectacular increase of production. But the armies of technologically specialized slaves working the land blighted the social existence of the independent yeomen and small farmers, and led to the strange world of the Roman towns and cities crowded with rootless parasites.
To a much greater degree than Roman slavery, the specialism of mechanized industry and market organization has faced Western man with the challenge of manufacture by mono-fracture, or the tackling of all things and operations one-bit-at-a-time. This is the challenge that has permeated all aspects of our lives and enabled us to expand so triumphantly in all directions and in all spheres.
A few seconds from a popular disk-jockey show were typed out as follows:
That’s Patty Baby and that’s the girl with the dancing feet and that’s Freddy Cannon there on the David Mickie Show in the night time ooohbah scuba-doo how are you booboo. Next we’ll be Swinging on a Star and ssshhhwwoooo and sliding on a moonbeam.
Waaaaaaa how about that … one of the goodest guys with you … this is lovable kissable D.M. in the p.m. at 22 minutes past nine o’clock there, aahrightie, we’re gonna have a Hitline, all you have to do is call WAlnut 5-1151, WAlnut 5-1151, tell them what number it is on the Hitline.
Dave Mickie alternately soars, groans, swings, sings, solos, intones, and scampers, always reacting to his own actions. He moves entirely in the spoken rather than the written area of experience. It is in this way that audience participation is created. The spoken word involves all of the senses dramatically, though highly literate people tend to speak as connectedly and casually as possible. The sensuous involvement natural to cultures in which literacy is not the ruling form of experience is sometimes indicated in travel guides, as in this item from a guide to Greece:
You will notice that many Greek men seem to spend a lot of time counting the beads of what appear to be amber rosaries. But these have no religious significance. They are komboloia or “worry beads,” a legacy from the Turks, and Greeks click them on land, on the sea, in the air to ward off that insupportable silence which threatens to reign whenever conversation lags. Shepherds do it, cops do it, stevedores and merchants in their shops do it. And if you wonder why so few Greek women wear beads, you’ll know it’s because their husbands have pre-empted them for the simple pleasure of clicking. More aesthetic than thumb-twiddling, less expensive than smoking, this Queeg-like obsession indicates a tactile sensuousness characteristic of a race which has produced the western world’s greatest sculpture …
Where the heavy visual stress of literacy is lacking in a culture, there occurs another form of sensuous involvement and cultural appreciation that our Greek guide explains whimsically:
… do not be surprised at the frequency with which you are patted, petted and prodded in Greece. You may end up feeling like the family dog … in an affectionate family. This propensity to pat seems to us a tactile extension