0:00:00.050,0:00:03.060
lighten though that the university has

0:00:03.060,0:00:05.670
come through with payment on its own we

0:00:05.670,0:00:07.470
should pause a woman to thank command

0:00:07.470,0:00:09.420
most responsible for carrying through

0:00:09.420,0:00:12.059
father John Culkin father would you

0:00:12.059,0:00:20.699
stand up and take a bow one more thing

0:00:20.699,0:00:23.760
which might make dr. McLuhan slightly

0:00:23.760,0:00:26.789
more understandable he is a Texan by

0:00:26.789,0:00:33.200
marriage his wife is from Fort Worden

0:00:33.200,0:00:35.460
now it gives me pleasure to introduce

0:00:35.460,0:00:39.480
our seeing-eye dog for the day dr. Ralph

0:00:39.480,0:00:41.940
Baldwin who will be followed by dr.

0:00:41.940,0:00:47.070
McLuhan topic open mind surgery dr.

0:00:47.070,0:00:49.250
Malden

0:01:10.939,0:01:14.340
Thank You Ralph Thank You mr. chairman

0:01:14.340,0:01:17.640
mr. Jacobs it's good to be here with all

0:01:17.640,0:01:19.470
of you although I can't profess that

0:01:19.470,0:01:20.640
this is the very moment I've been

0:01:20.640,0:01:27.869
waiting for the young the young I'm very

0:01:27.869,0:01:29.670
indebted to Steve Allen for an

0:01:29.670,0:01:34.170
observation he made long time ago the

0:01:34.170,0:01:37.250
funny man is a man with a grievance I

0:01:37.250,0:01:40.380
tried that one backwards and said all

0:01:40.380,0:01:42.240
right then where there are grievances

0:01:42.240,0:01:47.459
there should be lots of jokes and mostly

0:01:47.459,0:01:50.369
it proves that way in French Canada

0:01:50.369,0:01:52.799
there lots of grievances and remember

0:01:52.799,0:01:54.899
how General de Gaulle offered to free

0:01:54.899,0:01:58.830
French Canada recently he offered to

0:01:58.830,0:02:00.539
free the Scots - that didn't make the

0:02:00.539,0:02:04.350
press quite as excited as it should have

0:02:04.350,0:02:07.319
I didn't dream of freeing the Irish said

0:02:07.319,0:02:08.630
I think there would have been a storm

0:02:08.630,0:02:13.530
but the goal is you know a new

0:02:13.530,0:02:20.160
lalibertĂŠ huh but as a result of paying

0:02:20.160,0:02:21.989
attention to grievances I've discovered

0:02:21.989,0:02:24.600
to play quite a batch of jokes and I pay

0:02:24.600,0:02:29.940
special attention to media jokes like

0:02:29.940,0:02:31.859
the one of the teachers speaking to a

0:02:31.859,0:02:35.250
class and saying now class what does

0:02:35.250,0:02:39.720
this century almost - Thomas Edison and

0:02:39.720,0:02:42.329
the hand went up and said teacher if it

0:02:42.329,0:02:44.310
weren't for Thomas Edison we would be

0:02:44.310,0:02:47.870
watching TV by candlelight

0:02:53.190,0:02:57.250
the French Canadians raveling jokes like

0:02:57.250,0:02:59.140
the one about the president of Canadians

0:02:59.140,0:03:02.350
shell mmm chatting on the phone with the

0:03:02.350,0:03:04.510
president of American shell couple years

0:03:04.510,0:03:07.750
hence and the Canadian present president

0:03:07.750,0:03:10.000
is saying Diamond Lee and we must have a

0:03:10.000,0:03:12.580
big personnel program in Sherbrooke and

0:03:12.580,0:03:14.200
the total reorganization see whole

0:03:14.200,0:03:16.960
sheltered suite was a pause and voice

0:03:16.960,0:03:19.270
from the American end says hey

0:03:19.270,0:03:20.890
well thank you thank you talking to

0:03:20.890,0:03:23.250
white boy

0:03:36.920,0:03:39.540
it was quite it was quite recently that

0:03:39.540,0:03:41.160
I began to pay a little attention to the

0:03:41.160,0:03:45.690
effect of radio on the huntys and as you

0:03:45.690,0:03:47.430
know it brought in the Jazz Age and the

0:03:47.430,0:03:52.500
jazz babies it brought in Hitler that is

0:03:52.500,0:03:54.990
Hitler as a man who played it by ear and

0:03:54.990,0:03:57.990
who will I was a region a retry belies

0:03:57.990,0:04:03.180
man who had a new message to offer to

0:04:03.180,0:04:05.010
the Germans by way of their Ruggeri

0:04:05.010,0:04:10.320
gaining their tribal identity the other

0:04:10.320,0:04:12.270
night the CBS show on Germany was

0:04:12.270,0:04:16.140
terrifying it revealed that the Germans

0:04:16.140,0:04:18.779
are desperately seeking for a new tribal

0:04:18.779,0:04:22.530
identity it was Ray Bradbury who pointed

0:04:22.530,0:04:25.350
out maybe others too but I just happened

0:04:25.350,0:04:28.890
to hear him say this violence is the

0:04:28.890,0:04:32.250
quest for identity and whether you do it

0:04:32.250,0:04:36.500
a lie John Wayne or Ella Negro riots

0:04:36.500,0:04:38.640
whether you do it individually or

0:04:38.640,0:04:44.760
corporately the quest for identity can

0:04:44.760,0:04:49.620
only be satisfied by violence doesn't

0:04:49.620,0:04:54.410
have to be punch in the face it can be

0:04:54.410,0:04:57.750
violence violence one does to one's own

0:04:57.750,0:05:03.330
nature self-discipline asceticism and so

0:05:03.330,0:05:08.250
on it also forms a violent button the

0:05:08.250,0:05:12.840
twenties having them become alienated

0:05:12.840,0:05:16.640
from the visual world of goals and

0:05:16.640,0:05:20.250
simple directions began to live it up

0:05:20.250,0:05:22.350
they got turned on they began to live it

0:05:22.350,0:05:28.080
up in the Jazz Age that turned the negro

0:05:28.080,0:05:32.360
zone it was one of their great moments

0:05:32.360,0:05:35.070
not as great as their TV moment by any

0:05:35.070,0:05:38.630
means I'm glad to

0:05:38.630,0:05:43.410
the coming of this new tribal mentality

0:05:43.410,0:05:47.520
to the 1920s inspired Gertrude Stein to

0:05:47.520,0:05:51.840
point out to her group her age group you

0:05:51.840,0:05:56.190
were all a lost generation this is the

0:05:56.190,0:05:57.780
condition of the twenty ones and over

0:05:57.780,0:06:03.990
right now lost generation because - they

0:06:03.990,0:06:08.940
were too old to tribal eyes to get the

0:06:08.940,0:06:13.650
jazz baby message of involvement in

0:06:13.650,0:06:18.780
tribal form the twenty ones and over

0:06:18.780,0:06:21.450
today are much too old to get the TV

0:06:21.450,0:06:26.070
tribal message of involvement and they

0:06:26.070,0:06:28.740
are we are a lost generation in that

0:06:28.740,0:06:33.390
sense expendable but to come back for a

0:06:33.390,0:06:35.850
moment in the 1920s when those jazz

0:06:35.850,0:06:40.370
babies reached the job plateau and

0:06:40.370,0:06:44.010
fifteen years later they arrived with

0:06:44.010,0:06:49.410
this total involved habit without any

0:06:49.410,0:06:51.780
specialized directions or preferences

0:06:51.780,0:06:54.900
off the old fashioned say John Wayne

0:06:54.900,0:06:57.930
variety and then knew exactly what he

0:06:57.930,0:07:03.780
wanted and when you put the tribal man

0:07:03.780,0:07:09.470
in a decision-making area and he quickly

0:07:09.470,0:07:12.300
reveals his loss of direction and and

0:07:12.300,0:07:17.160
you get a slump literally when the man

0:07:17.160,0:07:19.680
of visual direction and specialism is

0:07:19.680,0:07:25.729
pushed aside by the electronic all round

0:07:25.729,0:07:32.760
turned on swinging prison I got plenty

0:07:32.760,0:07:35.970
of nothing and nothing is plenty for me

0:07:35.970,0:07:38.280
remember porgy and bess that was the

0:07:38.280,0:07:40.830
great message of the twenties when those

0:07:40.830,0:07:43.260
people reached the job plateau we had a

0:07:43.260,0:07:47.970
slump but it's nothing compared to the

0:07:47.970,0:07:50.249
slump that we're just about at my

0:07:50.249,0:07:52.919
five years the slump that's coming from

0:07:52.919,0:07:57.419
the TV generation will be on a much

0:07:57.419,0:08:00.169
greater scale unless we decide to

0:08:00.169,0:08:09.799
operate but the the German world

0:08:09.799,0:08:12.989
recovered direction and and identity by

0:08:12.989,0:08:19.429
violence by war and got into action

0:08:19.429,0:08:21.779
recovered itself and I suppose the same

0:08:21.779,0:08:23.789
war helped us to recover our sense of

0:08:23.789,0:08:29.989
direction in spite of the jazz babies

0:08:31.219,0:08:37.948
but this kind of use of the Airways or

0:08:37.948,0:08:40.019
the total human environment as a

0:08:40.019,0:08:43.229
teaching machine a programmed aging

0:08:43.229,0:08:48.240
machine is what it has become this

0:08:48.240,0:08:50.279
extension of our own nervous system as a

0:08:50.279,0:08:53.389
total infant environment of information

0:08:53.389,0:08:57.809
is in a sense an extension of the

0:08:57.809,0:09:01.949
evolutionary process and instead of it's

0:09:01.949,0:09:06.889
taking place biologically over many

0:09:06.889,0:09:10.649
thousands of years it is now possible in

0:09:10.649,0:09:12.269
fact it has happened to us in the last

0:09:12.269,0:09:14.850
few decades it is not possible to

0:09:14.850,0:09:18.209
traverse many millions of years in

0:09:18.209,0:09:22.019
seconds by putting evolutionary

0:09:22.019,0:09:23.910
extensions of ourselves outside as

0:09:23.910,0:09:26.639
environments as teaching machines the

0:09:26.639,0:09:28.350
man-made environments that are now

0:09:28.350,0:09:31.529
Planetary are in terms of evolutionary

0:09:31.529,0:09:38.370
development a greater step than anything

0:09:38.370,0:09:39.870
that ever happened to our biological

0:09:39.870,0:09:45.300
lives in the whole biological past just

0:09:45.300,0:09:46.829
because they are environments they're

0:09:46.829,0:09:48.720
invisible and this is a peculiarity

0:09:48.720,0:09:50.399
that's one answer the meaning of that

0:09:50.399,0:09:52.559
message to the fish or the we don't know

0:09:52.559,0:09:53.910
who discovered water but we're sure it

0:09:53.910,0:09:56.100
wasn't efficient one thing that is

0:09:56.100,0:10:00.059
always invisible to occupants is the

0:10:00.059,0:10:03.059
environment what stands out loud and

0:10:03.059,0:10:03.580
clear is the

0:10:03.580,0:10:07.930
old environment where view mirror so

0:10:07.930,0:10:10.630
that to the TV operator is the movie

0:10:10.630,0:10:16.320
world is very visible TV is invisible

0:10:16.320,0:10:22.600
the TV TV world is an x-ray world TV is

0:10:22.600,0:10:26.530
an x-ray device the viewer of TV is

0:10:26.530,0:10:30.850
being x-rayed at all times the radiation

0:10:30.850,0:10:33.850
goes right through them the children get

0:10:33.850,0:10:35.530
this message at once and they carry the

0:10:35.530,0:10:37.000
message out into the schoolroom where

0:10:37.000,0:10:41.430
they find no resemblance to TV x-ray

0:10:41.430,0:10:44.410
where subjects are laid out in little

0:10:44.410,0:10:47.350
classified forms algebra and history and

0:10:47.350,0:10:52.690
such no depth no involvement so our

0:10:52.690,0:10:57.310
children are teeny boppers and the

0:10:57.310,0:11:00.940
under-20 ones utterly confused by the

0:11:00.940,0:11:04.900
discrepancy between the environment they

0:11:04.900,0:11:06.400
encounter is entertainment and the

0:11:06.400,0:11:11.320
environment of the schoolroom this

0:11:11.320,0:11:15.520
confusion is on a bigger scale if you

0:11:15.520,0:11:21.750
like repeated in the Vietnam business

0:11:21.840,0:11:26.010
Vietnam is getting a Western treatment

0:11:26.010,0:11:29.560
it's getting a thoroughly massive

0:11:29.560,0:11:32.820
educational program we put our whole

0:11:32.820,0:11:36.130
mechanical industrial environment around

0:11:36.130,0:11:41.380
them as an educational machine this is

0:11:41.380,0:11:43.770
what Julius Caesar did with the Huns

0:11:43.770,0:11:48.250
Alexander the Great did war as an

0:11:48.250,0:11:50.140
educational institution is the most

0:11:50.140,0:11:52.870
powerful because it bill deals with the

0:11:52.870,0:11:54.880
whole environment in action as an

0:11:54.880,0:11:59.040
educational teaching machine and

0:11:59.790,0:12:03.700
somebody or other gets the message but

0:12:03.700,0:12:05.860
what we are doing in Vietnam is using

0:12:05.860,0:12:08.080
the old 19th century machine program for

0:12:08.080,0:12:10.360
the Orient what we're doing to ourselves

0:12:10.360,0:12:13.660
is orientalizing ourselves by our own

0:12:13.660,0:12:16.570
latest technology instead of the Eldar

0:12:16.570,0:12:17.170
trip

0:12:17.170,0:12:22.319
the integer instead of individual

0:12:22.319,0:12:29.369
specialism integral organic involvement

0:12:29.369,0:12:32.379
the TV world and the lake world of

0:12:32.379,0:12:35.529
electric circuitry automatically ensures

0:12:35.529,0:12:38.160
that the orientalizing off the whole of

0:12:38.160,0:12:43.049
the human population exposed to it no

0:12:43.049,0:12:45.699
when the Negro experiences our new

0:12:45.699,0:12:49.629
electric environment he is turned on as

0:12:49.629,0:12:54.220
never before black power just surges up

0:12:54.220,0:12:56.910
as he feels this involvement and

0:12:56.910,0:13:00.699
congenial hospitality of the electronic

0:13:00.699,0:13:04.149
environment and he looks around and he

0:13:04.149,0:13:07.929
sees the old literate mechanical

0:13:07.929,0:13:10.540
environment which had always rejected

0:13:10.540,0:13:17.049
him degraded him alienated him and this

0:13:17.049,0:13:22.660
naturally enrages him he destroys it if

0:13:22.660,0:13:28.959
possible the enemy India and China and

0:13:28.959,0:13:32.169
Africa will do this on a much bigger

0:13:32.169,0:13:34.509
scale as soon as they encounter an

0:13:34.509,0:13:37.509
electronic environment up til now

0:13:37.509,0:13:39.129
they're getting the 19th century not the

0:13:39.129,0:13:42.879
20th the 19th century was the old

0:13:42.879,0:13:45.279
machine age of fragmentation literacy

0:13:45.279,0:13:50.199
and specialism the one that the liberal

0:13:50.199,0:13:56.470
mind has never got beyond it's never

0:13:56.470,0:14:00.249
studied the layered environment its

0:14:00.249,0:14:04.449
literate visual detached non-involved

0:14:04.449,0:14:07.119
the visual man is the only detached

0:14:07.119,0:14:08.829
human being that ever lived on this

0:14:08.829,0:14:13.109
planet all the other senses except sight

0:14:13.109,0:14:18.279
smell hearing touch movement these are

0:14:18.279,0:14:22.499
involving and they are discontinuous and

0:14:22.499,0:14:25.499
unconnected

0:14:26.310,0:14:30.870
only the electronic permits a total

0:14:30.870,0:14:34.630
encounter with the discontinuous the

0:14:34.630,0:14:38.920
disconnected the world of the

0:14:38.920,0:14:41.620
discontinuity came in most vividly with

0:14:41.620,0:14:44.829
the Telegraph in the newspaper the

0:14:44.829,0:14:46.779
stories in the newspaper are completely

0:14:46.779,0:14:48.100
discontinuous because they're

0:14:48.100,0:14:50.079
simultaneous they're all under one

0:14:50.079,0:14:51.940
Dateline but there's no storyline to

0:14:51.940,0:14:57.399
connect them TV is like that of course

0:14:57.399,0:15:00.540
it's a it's a an x-ray mosaic screen

0:15:00.540,0:15:03.850
with the light charging through the

0:15:03.850,0:15:06.699
screen at the viewer Joyce called it the

0:15:06.699,0:15:12.910
charge of the Light barricade in fact

0:15:12.910,0:15:15.040
Finnegan's Wake is the greatest guide to

0:15:15.040,0:15:18.070
the media ever devised on this planet

0:15:18.070,0:15:24.820
and is a tremendous study of the action

0:15:24.820,0:15:28.589
of all media upon the human psyche and

0:15:28.589,0:15:34.209
sensorium but it's difficult to read but

0:15:34.209,0:15:39.550
it's worth it now as we move our

0:15:39.550,0:15:41.529
evolutionary process out into the

0:15:41.529,0:15:44.260
environment itself and instead of

0:15:44.260,0:15:46.269
putting something inside the Darwin

0:15:46.269,0:15:48.550
thought of man as inside an environment

0:15:48.550,0:15:50.410
it never occurred to Darwin that it

0:15:50.410,0:15:51.760
would be possible to program the

0:15:51.760,0:15:55.709
environment itself as evolutionary

0:15:55.709,0:15:58.779
Darwin is a literate 19th century man

0:15:58.779,0:16:01.060
and never he had no information of the

0:16:01.060,0:16:04.240
electronic information circuit or in

0:16:04.240,0:16:07.680
total human environment of information

0:16:07.680,0:16:13.230
so where I are dejardines a little more

0:16:13.230,0:16:16.120
aware of the meaning of the electronic

0:16:16.120,0:16:20.139
then Darwin could possibly have been but

0:16:20.139,0:16:21.880
that's a perfect example of the rear

0:16:21.880,0:16:24.069
view mirror this Darwinian obsession

0:16:24.069,0:16:28.480
with men's thumbs fingers and appendages

0:16:28.480,0:16:33.990
as biological evolution

0:16:34.920,0:16:38.279
this had right in the midst of the great

0:16:38.279,0:16:40.290
evolutionary step into the electronic

0:16:40.290,0:16:44.220
circuitry Darwin has remains obsessed

0:16:44.220,0:16:47.389
with this content of this old

0:16:47.389,0:16:54.420
environment what we of course saying

0:16:54.420,0:16:57.600
here is that if man is now in a position

0:16:57.600,0:17:00.540
to program the total human environment

0:17:00.540,0:17:01.920
as a teaching machine for the first time

0:17:01.920,0:17:06.510
in human history he's also in a position

0:17:06.510,0:17:11.608
to exercise some reasonable choice and

0:17:11.608,0:17:13.679
preference over the programming of that

0:17:13.679,0:17:17.608
environment that rational man may really

0:17:17.608,0:17:20.880
get his first innings out of this

0:17:20.880,0:17:27.329
computerized university up till now he's

0:17:27.329,0:17:29.340
been a kind of little straw blown around

0:17:29.340,0:17:34.260
by the technology one of the reasons why

0:17:34.260,0:17:36.530
we can now notice these environments

0:17:36.530,0:17:38.669
generated by new technologies is that

0:17:38.669,0:17:40.350
they yield to one another so rapidly

0:17:40.350,0:17:42.540
that it's almost impossible not to

0:17:42.540,0:17:45.360
notice the changing of the scene or the

0:17:45.360,0:17:50.490
guard or something but no previous human

0:17:50.490,0:17:53.460
age ever understood the effect of these

0:17:53.460,0:17:55.890
human endeavors on the environment as

0:17:55.890,0:17:59.190
they affected that age they always

0:17:59.190,0:18:01.470
understood the effect on the previous

0:18:01.470,0:18:05.179
age but never the effect on themselves

0:18:05.179,0:18:08.660
the history of utopias is the history of

0:18:08.660,0:18:14.700
rearview mirrors every utopia is a

0:18:14.700,0:18:16.860
picture of the preceding age like

0:18:16.860,0:18:23.040
Bonanza land there is never a utopia

0:18:23.040,0:18:27.710
that copes with the present any present

0:18:28.549,0:18:31.140
man seems to have this built-in device

0:18:31.140,0:18:33.799
of rearview mirror ISM because he fears

0:18:33.799,0:18:37.470
this confrontation with the total human

0:18:37.470,0:18:40.200
environment the only person who seems to

0:18:40.200,0:18:43.409
have virtually encounter and report on

0:18:43.409,0:18:44.429
the new

0:18:44.429,0:18:47.549
present is the artist and whenever he

0:18:47.549,0:18:50.159
passes in his report he is at once

0:18:50.159,0:18:54.149
branded as a cook because the present is

0:18:54.149,0:18:58.230
always unrecognizable because it is not

0:18:58.230,0:19:06.509
safe to look at when one understands the

0:19:06.509,0:19:08.549
operation of these new environments on

0:19:08.549,0:19:11.639
our human equipment it then becomes easy

0:19:11.639,0:19:18.119
to predict and to forecast the changes

0:19:18.119,0:19:21.799
that will take place in many levels of

0:19:21.799,0:19:25.409
programming of even of entertainment the

0:19:25.409,0:19:27.480
end of the star system is automatic with

0:19:27.480,0:19:31.710
TV the end of baseball it's a star

0:19:31.710,0:19:33.809
system you can like prizefighting won't

0:19:33.809,0:19:38.850
work for TV it's cool it's involving it

0:19:38.850,0:19:41.480
doesn't permit the flashy blazing-hot

0:19:41.480,0:19:50.519
star cooperation the young kids today

0:19:50.519,0:19:52.919
are not interested in stars less mothers

0:19:52.919,0:19:54.749
brothers are not stars in the old sense

0:19:54.749,0:19:57.240
at all but the kids are very interested

0:19:57.240,0:20:00.119
in the techniques used by the smothered

0:20:00.119,0:20:04.159
brothers they're very interested in late

0:20:04.159,0:20:11.279
processes how things are done and how

0:20:11.279,0:20:14.100
things happened or do happen this

0:20:14.100,0:20:18.330
following of complex processes is part

0:20:18.330,0:20:20.549
of the involvement need of an electric

0:20:20.549,0:20:25.139
agent Expo at in Montreal is a has been

0:20:25.139,0:20:27.809
a great success for the simple reason

0:20:27.809,0:20:30.029
that pulled the storyline off the whole

0:20:30.029,0:20:34.309
show like a Fellini movie no storyline

0:20:34.309,0:20:37.200
the storyline hots it up and leaves the

0:20:37.200,0:20:39.499
spectator outside looking on helplessly

0:20:39.499,0:20:46.440
without involvement Expo is a mosaic

0:20:46.440,0:20:49.940
without connections just like page 1

0:20:49.940,0:20:53.009
total involvement results everybody

0:20:53.009,0:20:55.129
wants to go back again and again to

0:20:55.129,0:20:57.059
follow through

0:20:57.059,0:21:02.009
that pavilions activities the New York

0:21:02.009,0:21:05.009
World Fair relative plot too much

0:21:05.009,0:21:10.470
storyline too many connections no room

0:21:10.470,0:21:15.360
for involvement or participation you can

0:21:15.360,0:21:18.539
fill in from your experience with

0:21:18.539,0:21:25.049
countless examples but this happens to

0:21:25.049,0:21:30.320
be the reason why the examples occurred

0:21:30.320,0:21:34.919
and Expo is exactly like the TV screen

0:21:34.919,0:21:37.649
it's a mosaic it's not a picture there

0:21:37.649,0:21:41.369
are no pictures on TV even when you put

0:21:41.369,0:21:43.289
a movie on TV those are not pictures it

0:21:43.289,0:21:45.690
still comes through as a charge of the

0:21:45.690,0:21:49.799
Light Brigade it's a an involving mosaic

0:21:49.799,0:21:53.129
situation in which the storyline or

0:21:53.129,0:21:55.919
connected spaces are not there the

0:21:55.919,0:21:57.929
viewer has to supply them that's how he

0:21:57.929,0:22:02.879
gets involved however I'm not trying to

0:22:02.879,0:22:06.049
present any programs of action or any

0:22:06.049,0:22:08.039
directions of action

0:22:08.039,0:22:10.169
I'm really trying to suggest ways of

0:22:10.169,0:22:13.230
perceiving the situation we have

0:22:13.230,0:22:21.749
developed for ourselves I have them as I

0:22:21.749,0:22:22.950
listen to Ralph

0:22:22.950,0:22:25.799
I was recalled another communication

0:22:25.799,0:22:29.009
starting about the two Navajo Indians

0:22:29.009,0:22:30.470
who are having a little chat across a

0:22:30.470,0:22:35.809
Arizona Valley by smoke signal and

0:22:36.710,0:22:39.809
midway through their chat the AEC

0:22:39.809,0:22:42.360
released an atomic charger and when the

0:22:42.360,0:22:44.279
big mushroom cloud cleared away one of

0:22:44.279,0:22:46.159
the Indians sent up little smoke signal

0:22:46.159,0:22:50.990
to the effect gee I wish I'd said that

0:22:56.309,0:23:00.940
the world of communication stories is

0:23:00.940,0:23:04.420
very rich a sort of old-fashioned one is

0:23:04.420,0:23:06.510
about the two goats at the back of

0:23:06.510,0:23:09.549
Hollywood studio an old MGM studio where

0:23:09.549,0:23:11.410
there are masses of old throwaway film

0:23:11.410,0:23:13.990
and one of the goats kicked open a can

0:23:13.990,0:23:16.630
containing picture of Gone with the Wind

0:23:16.630,0:23:21.549
and having nibbled a bit eagerly signal

0:23:21.549,0:23:23.890
to its companion to come on got a bite

0:23:23.890,0:23:26.590
of this when the companion arrived and

0:23:26.590,0:23:28.660
nibbled the other one say how about it

0:23:28.660,0:23:31.270
no I don't know I I think I liked the

0:23:31.270,0:23:33.450
book better

0:23:41.059,0:23:44.249
Media stories can be very useful though

0:23:44.249,0:23:48.690
for studying media and I heard one about

0:23:48.690,0:23:52.049
the two mice in a nose cone moving

0:23:52.049,0:23:54.600
around the planet one says to the other

0:23:54.600,0:23:56.690
how do you like this kind of work

0:23:56.690,0:23:59.909
another one says all well better than

0:23:59.909,0:24:08.789
cancer research you can see the

0:24:08.789,0:24:12.840
grievances sticking out a mile but good

0:24:12.840,0:24:16.590
old Steve Allen and his observation if

0:24:16.590,0:24:19.230
jokes arise from grievances and

0:24:19.230,0:24:21.840
irritation then perhaps they serve as a

0:24:21.840,0:24:26.070
release or catharsis of the same I'm

0:24:26.070,0:24:28.279
rather puzzled I'm sure there's a

0:24:28.279,0:24:32.639
reasonable cause I I haven't heard a

0:24:32.639,0:24:35.369
story in the last a funny story since I

0:24:35.369,0:24:38.450
came to New York two or three weeks ago

0:24:38.450,0:24:42.779
don't hear any ah well it isn't

0:24:42.779,0:24:47.610
repeatable that's like grievance for the

0:24:47.610,0:24:58.889
day but I am have this uneasy feeling

0:24:58.889,0:25:00.960
that I've released a number of these

0:25:00.960,0:25:04.740
atomic charges and predicting the next

0:25:04.740,0:25:07.350
depression is not far off once our TV

0:25:07.350,0:25:12.809
kids reach the job plateau they don't

0:25:12.809,0:25:15.960
want jobs the next phase is the dropout

0:25:15.960,0:25:18.529
executive

0:25:21.799,0:25:24.509
all the reason for that is very simple a

0:25:24.509,0:25:27.210
big exact doesn't have a job he has 60

0:25:27.210,0:25:31.860
jobs that's a role a mother doesn't have

0:25:31.860,0:25:34.639
a job she's 40 or 50 jobs that's a role

0:25:34.639,0:25:37.139
in the electronic age where everything

0:25:37.139,0:25:40.610
becomes associate all activities become

0:25:40.610,0:25:43.679
associated and interrelated you can't

0:25:43.679,0:25:47.399
have jobs you can only have roles so the

0:25:47.399,0:25:50.700
whole job structure is a storyline that

0:25:50.700,0:25:52.619
just or an organization chart just has

0:25:52.619,0:25:55.950
to be yanked out if business is to

0:25:55.950,0:26:01.740
survive now the organization charges is

0:26:01.740,0:26:04.590
as a dentist as baseball and for the

0:26:04.590,0:26:07.940
same reasons one thing at a time

0:26:07.940,0:26:10.529
baseball can't live in a TV age because

0:26:10.529,0:26:12.480
there's one play at a time one pitch one

0:26:12.480,0:26:17.129
hit one catch won't work in an all at

0:26:17.129,0:26:19.590
once world one thing at a time won't

0:26:19.590,0:26:21.899
work on the job front or on the sports

0:26:21.899,0:26:28.970
player but them or the educational front

0:26:28.970,0:26:31.350
I'm trying to be helpful here I'm not

0:26:31.350,0:26:35.129
trying to just put on an act I wish

0:26:35.129,0:26:36.600
somebody had told me some of these

0:26:36.600,0:26:39.119
things a few years ago it's been

0:26:39.119,0:26:41.429
exciting to discover them but also feel

0:26:41.429,0:26:43.409
I feel is a bit of waste for example in

0:26:43.409,0:26:45.509
the PV generation there ought to be

0:26:45.509,0:26:47.789
studies made and heaven knows we're

0:26:47.789,0:26:50.249
trying to do a few of them this year

0:26:50.249,0:26:52.080
there ought to be studies made of the

0:26:52.080,0:26:55.369
difference between those who saw TV

0:26:55.369,0:26:58.429
after they learn to read and write and

0:26:58.429,0:27:02.309
those who first began to watch TV before

0:27:02.309,0:27:04.350
they learn to read and write I think

0:27:04.350,0:27:07.649
you'll find is a big watershed they're

0:27:07.649,0:27:09.899
two totally different kinds of human

0:27:09.899,0:27:13.789
beings are coming on oncoming traffic

0:27:13.789,0:27:17.279
two totally different kinds the kids who

0:27:17.279,0:27:19.259
learn to read and write before they saw

0:27:19.259,0:27:23.970
TV had a kind of immunity a cushion for

0:27:23.970,0:27:28.470
their senses that made the TV impact

0:27:28.470,0:27:32.909
very much less and I think there are

0:27:32.909,0:27:33.810
those exact

0:27:33.810,0:27:35.490
dates and age groups ought to be

0:27:35.490,0:27:39.560
carefully ascertained and studies made

0:27:39.560,0:27:42.270
because the whole future programming of

0:27:42.270,0:27:45.200
work and education depends on it

0:27:45.200,0:27:49.380
again Vietnam is our first TV war that's

0:27:49.380,0:27:52.050
why people won't buy it it's into

0:27:52.050,0:27:54.750
involving all the previous wars were

0:27:54.750,0:27:58.860
fought on hot media like movies pictures

0:27:58.860,0:28:04.670
are photographs and press and now people

0:28:04.670,0:28:07.140
experience the war as something it

0:28:07.140,0:28:12.360
involves them profoundly and they don't

0:28:12.360,0:28:15.060
want to have anything to do with it it

0:28:15.060,0:28:16.620
isn't a question of a trying to

0:28:16.620,0:28:18.600
ascertain the pros and the cons the

0:28:18.600,0:28:21.860
rights and the wrongs of the Cong or

0:28:21.860,0:28:24.600
whoever that is nothing to do with it

0:28:24.600,0:28:27.390
it's just this new phase of total

0:28:27.390,0:28:29.840
involvement and participation that is

0:28:29.840,0:28:36.300
unthinkable so the new gang coming on

0:28:36.300,0:28:39.810
the kids who are really turned on will

0:28:39.810,0:28:43.920
find that war much less tolerable or any

0:28:43.920,0:28:46.140
other war much less tolerable than the

0:28:46.140,0:28:50.850
present generation no comparison here it

0:28:50.850,0:28:53.040
seems to me that we do waste an awful

0:28:53.040,0:28:55.590
lot of time assigning fanciful reasons

0:28:55.590,0:29:01.250
for these events and also in selecting

0:29:01.250,0:29:05.040
very unfortunate and wasteful goals for

0:29:05.040,0:29:09.780
our energies when we do after all have a

0:29:09.780,0:29:14.060
rather deep desire to work out a livable

0:29:14.060,0:29:19.200
equilibrium for the human community we

0:29:19.200,0:29:20.990
do go to so much trouble to create

0:29:20.990,0:29:25.590
violent upsets and disequilibrium I'm

0:29:25.590,0:29:30.450
glad I know I'm not sure how successful

0:29:30.450,0:29:34.380
a reprogramming could be in our say our

0:29:34.380,0:29:37.580
life our lifetime

0:29:38.700,0:29:40.830
I'm just going to check whether I have

0:29:40.830,0:29:48.170
omitted some crucial funny stories and

0:29:48.200,0:29:58.620
then probably not but the no none none

0:29:58.620,0:30:06.750
of them repeatable last thing I see are

0:30:06.750,0:30:11.900
one hint there Columbus went too far

0:30:14.660,0:30:17.640
it's like that similar observation

0:30:17.640,0:30:19.290
Plymouth Rock should have landed on the

0:30:19.290,0:30:28.890
pilgrims but in our present world there

0:30:28.890,0:30:35.390
cannot be a Columbus how X t-rex ternal

0:30:35.390,0:30:39.600
exploration has ended and the future of

0:30:39.600,0:30:44.240
exploration is necessarily internal

0:30:44.240,0:30:46.860
whether in medicine or in entertainment

0:30:46.860,0:30:57.210
a film since I feel you are in good

0:30:57.210,0:31:02.490
humor at this moment I am I think I will

0:31:02.490,0:31:06.710
hold my dents like the arts and quietly

0:31:06.710,0:31:11.630
steal off thank you very much

0:31:35.299,0:31:45.239
dr. McLuhan you are a seer thank you

0:31:45.239,0:31:47.700
very much doctor and dr. Ralph Baldwin

0:31:47.700,0:31:50.070
you've added immeasurably to our to to a

0:31:50.070,0:00:00.000
seminar and we thank you