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Marshall McLuhan Podcasts

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19 of The Best Podcast Episodes for Marshall McLuhan. A collection of podcasts episodes with or about Marshall McLuhan, often where they are interviewed.

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19 of The Best Podcast Episodes for Marshall McLuhan. A collection of podcasts episodes with or about Marshall McLuhan, often where they are interviewed.

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126 - Christian Roy - Marshall McLuhan and the Electric Nervous System of Antichrist

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Christian Roy is a scholar who studies media and traditional symbolism. We look at how McLuhan's frightfully accurate vision of the future can help us discern what is happening to us in the internet age.

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The podcast was edited by Justin Ward.
Nov 23 2020 · 54mins
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Marshall McLuhan 1970 - Full recording Dick Cavett Show

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Subscribe to TMI Newsletter for all updates: https://mcluhaninstitute.substack.com/welcome

Marshall McLuhan appeared on the Dick Cavett Show in December of 1970 along with Truman Capote and Chicago Bears running back, Gayle Sayers. Both Capote and Sayers participated in the discussion with McLuhan. This recording was made on reel-to-reel audio tape in 1970 and directly transferred to computer in 2005. Unfortunately, the exact date of the show was not noted, except that the show did take place before Christmas. All commercials and breaks were removed from McLuhan's appearance.


The McLuhan Institute exists to explore and understand the personal and social effects and implications of technology, following the pioneering work of Marshall McLuhan.

Nov 21 2020 · 21mins

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Spotlight - Marshall McLuhan # 5

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Thoughts on the philosophy of Marshall McLuhan.......

Speaker 1 (0s): All right. I am hopeful where for all of you, a full week of sunshine who was serious of openings and start a full go up, the darkness can be punctuated with the beams of life. Wow. 

Speaker 0 (34s): Well, you made it to the end of the week. No, what? I think, I think you deserve something special, something real. Nice. Thank you very much. So whatever it is, I want you to go get it for yourself. It's just go ahead. Just do it. If you feel like you deserve it, go ahead and get him, just do it. And if you feel like picking up something nice for me, Hey who am I to argue with you and your judgment and your ideas about rewarding MI for, you know, he is awesome podcast. 

So who am I in to get in the way of that? I will know this. I love you are happier here. Happy. It's Friday I'm looking forward to a good weekend. I'm looking forward to reading some more of you guys' comments. I'm looking forward to reading some more of your ladies comments. I'm just thankful to be here. I wish I could give you a hug. Is that weird? So what are you thinking so far about mr. 

Marshall McLuhan? I don't know about you, but I need a shovel because I'm digging it, but a bumper I'm loving it. It does that make me think of McDonald's. So this is getting this right back to where we started these little idiosyncrasies, these little, but I'm pumped, but I remember this one. What was the one, but I dunno by a million number on that show is Seinfeld. 

He was like, because stanza, so you can piggyback these little audio oddities and you can piggyback these little means that are already out there. And just their, like a little virus that you put your own DNA into. Then you can use that successful virus to penetrate the minds of the people around you, get them to think things, get them to do things. And that's ex that's quite a bit about what we've been talking about with some of Marshall McLuhan's ideas. 

In fact, that's part of the reason why we are in Marshall McLuhan's eyes devolving into a more archaic society. It's fascinating 

Speaker 2 (3m 0s): To me cause we've covered Terence McKenna. We've covered Joseph Campbell and now we're covering Marshall McLuhan. And there was this 

Speaker 3 (3m 11s): Odd thread, 

Speaker 2 (3m 16s): This Ariadne thread to help us through the maze. If you know 

Speaker 3 (3m 19s): It will 

Speaker 2 (3m 22s): Do you know what? I think it was Terence McKenna who talked about an archaic revival about returning to some parts of the archaic returning ourselves to some systems have thought that may lead us out of this bind. And of course it was Joseph Campbell who spoke to us about the power of myth. 

And here we have Marshall McLuhan forecasting, right. It kind of what turns McKinnon was talking about. 

Speaker 3 (4m 3s): All right. 

Speaker 2 (4m 6s): It's interesting to me too. Think about why Marshall McLuhan thought this and how he was able to predict this so long ago, and then being able to see 

Speaker 3 (4m 19s): How so 

Speaker 2 (4m 21s): Some of the social media companies and the internet companies there. I think there's a new documentary out on Netflix that talks about how social media is in fact changing our behavior. I forgot the name of it. However, it's pretty widespread right now. And is it talks a lot about what Marshall McLuhan was talking about now. So what do you say 

Speaker 3 (4m 50s): We 

Speaker 2 (4m 51s): Pick up where we left off and keep on trucking. So we were talking about the left and right hemispheres of the brain we left off with. I think the last sentence was the present electronic age in its in a escapable confrontation with simultaneity presents the first serious threat to the 2,500 year dominance of the left hemisphere. 

There are a variety of factors which can give salience or mastery either to the Right simultaneous and acoustic hemisphere of the brain or to the left lineal and visual hemisphere, no matter how extreme the dominance of either hemisphere in a particular culture, there was always some degree of interplay between the hemispheres thanks to the Corpus callosum and the anterior and hippocampal comma sewers, that part of the neural cable network, which the hemispheres, even the Chinese with there are extreme cultivation of the right hemisphere, which invests every aspect of their lives, their language. 

They are writing with artistic delicacy, exert, much left hemisphere bias and quality in their practicality and concern with moral wisdom, how ever their stress falls heavily on what Heisenberg calls the resonant interval or touch. It is a matter of the experience of time and space, a westerner, for example, arranges flours in space, the Chinese and the Japanese harmonized. 

The space between the flours, the importance of this discontinuous space becomes clear in the following passage from the Chinese eye by Cheong ye indeed the use of space is one of the Chinese painter's most coveted secrets, one or the first thoughts in his head when he begins to plan his composition, almost every space in our pictures has a significance. 

The onlooker may fill them up with his own imagined scenery or with feeling merely there was a Chinese poet of the song dynasty chin who wrote the sorrows of a parting and describe the seen as follows. One of the three parts spring seen to our sadness. And the other part is nothing but wind and rain. 

The Chinese, in other words, allow the right hemisphere to direct the left. They use the I as an ear, creating the seemingly paradoxal situation that Tony Schwartz notes in the responsive cord are proposed the TV image in watching television, our eyes function like our ears. The experience have the right brain leading the left is by no means foreign to us. 

Herbert Krugman performed brainwave studies comparing the response of subjects to print and television. One subject was reading a book as the TV came on. As soon as she looked up, her brainwaves slowed significantly 

Speaker 4 (8m 35s): . 

Speaker 2 (8m 40s): She was in a predominantly alpha state, relaxed, passive, unfocused, or brainwave response to the three different types of TV. Content was basically the same, even though she told Krugman, she liked one disliked another, and was born by a third as a result of a series of such experiments. Krugman argues that this essential alpha state is characteristic of how people respond to TV. 

Any TV hearing, Mark, let me pause for a minute. How has this woman just reading a book? She looks up and in a matter of seconds, her brain wave response, it was slowed. Significantly thinks about that with just a few seconds, you are put into a relaxed, passive and unfocused 

Speaker 3 (9m 44s): Position. Okay. 

Speaker 2 (9m 45s): All right. Like what better way to have a message seek, seek into your thoughts or a better, what better way to program somebody then to have them be in this particular, almost vegetative slash meditative state, right? 

Speaker 3 (10m 4s): You've got mail 

Speaker 2 (10m 6s): Krugman remarked, the ability of respondent's to show hi, right. Brain response to even familiar logos they're right. Brain response to storeys even before the idea is content has been added to them, the predominantly right brain response to TV, and even perhaps too, what we call print advertising. This also just that in contrast to teaching the unique power of the electronic media is to shape the content of people's imagery. 

And in that particular way, determine their behavior. 

Speaker 3 (10m 43s): And there are views 

Speaker 2 (10m 45s): Krugmans investigations where he met. He admitted initially undertaken to disprove the medium is the message, his quantitative result point to a massive And subliminal erosion have our culture through the right hemisphere, indoctrination by a TV in a wider sense. All electronic media as a new configuration or ground gives salients only to the right hemisphere. There is no way of quantifying the right hemisphere, which emphasizes intere and qualitative aspects of experience. 

The current Speight of dyslexia and other learning disability difficulties. Some 90% of the victims are male may well be a direct result of TV and other electronic media pressuring us into returning to the right hemisphere. Dyslexia is, and it is an inability to adopt a single fixed point of view with respect to all letters and words, conversely, a consists of approaching letters and words from many points of view, simultaneously I E re brain fashion, without the assumption that is near one of you, it's your problem that filled so will problems with a left hemisphere alphabetic form. 

Is there a direct relationship between soaring delinquency rates in the us and Canada and reading disability and the cubists as artists and the antennae of the race, detective the ship some 70 years ago and explore the emerging grammar of the right brain sensory modality. If literacy is to survive in the West or writing system will soon have to be recast and a mold congenial to the right hemisphere sensibilities in satisfactions. 

It may be necessary for example, to make a transition from stick and ball penmanship, to italics from the Palmer method to a shortened form of calligraphy. In brief, every man, a Cubist, we have long been accustomed to using the interval between the wheel and the axle as an example, not only if today, but also have play without play, without that a figure ground interval they're is neither a wheel nor axle the space between the wheel and the axle, which defines both, is where the action is. 

And this space is both audio and tactile. The Chinese, as we have said, use the interval between things as a primary means of getting in touch with situations. Nothing could be more expressive than this interval of the properties have the right hemisphere in contrast to the left for it to the left brain. The interval is a space which must be logically connected, filled, and bridged such is the dictate right of linear reality and visual order in contrast to the resonating interval of, or gap, excuse me, such as the dictator of linear reality and visual, or in contrast to the resonating interval or a gap of the simultaneous world of the right hemisphere in the book of T OCHA, Cora cocoon. 

So explains the Japanese attitude to social relationships as a constant readjustment to our surroundings. This is the extreme contrast to the Western or a visual point of view, which assumes a fixed position from which to examine each situation and to assert one's preference, right? Hemisphere culture has no place for the private individual, just as the left hemisphere society, regards tribal groups as sinister and threatening EEG. 

The yellow peril world war II soldiers and sailors use to refer to natives' in the South Pacific Suzuki. The great authority on Zen Buddhism describes Mugu as ecstasy with no sense of, I am doing it effortlessness. The observing self is eliminated. Amen loses himself. That is he sees is to be a spectator of his acts. 

Suzuki says with the awakening of consciousness, the wheel is split into two Akhtar and observer conflict is inevitable for the actor. Mine is self wants to be free from the limitations of the observer self. Therefor in enlightenment, the disciple discovers that there is no observer self No. So entity as an unknown or knowable quantity, nothing remains, but the goal and the act that accomplishes it, the right hemisphere culture has a great affinity for the simultaneity of the age of electronic information as an Oakland Cora cocoon. 

So explains the present is the moving Infiniti. The legitimate sphere of the relative relativity scene seeks adjustment adjustment is art. The art of life lies in a constant readjustment to our surroundings. The right hemisphere culture naturally seeks to tune or reconfigure intervals rather than to connect situations. 

And in relationships, the terrorists claimed that the comedy of life could be made more interesting. If everyone would preserve the Unity's to keep the proportion of things in King place to others, without losing one's own position was the secret of success in the mundane drama. We must know the whole play in order to properly act our parts, the conception of totality must never be lost. 

And that of the individual, this Laos, this Lao sea illustrates by his favorite metaphor of the vacuum. He claimed that only in the vacuum lay the truly essential, the reality of a room for instance, was to be found and vacant space enclosed by the roof and walls, not in the roof and the walls themselves, the usefulness have a water pitcher dwelt, and the emptiness where water might be put not in the form of the pitcher or of the material of which it was made. 

Vacuum is all potent because it is all containing in a vacuum alone. Motion becomes possible. One can see immediately how the concept of zero. It must have struck the West when it was first introduced through Africa to Europe in the middle ages, the Oriental idea suggested the possibility of play in mathematics and science. The absence of which tended to cripple the computation of the Romans in the Greeks cocoon. 

So ad's in jujitsu, one Sikhs to draw out and exhausts the enemy's strength by non-resistance 

Speaker 0 (18m 51s): Vacuum. 

Speaker 2 (18m 53s): Well, conserving one's own strength for a victory in the final struggle in Western art, we admire the power of statement and the bounding line and design. Whereas the right hemisphere culture gives play to the opposite principle. Instead of statement, the stress is on the value of suggestions. 

Speaker 0 (19m 12s): Good 

Speaker 2 (19m 15s): And art. The importance of the same principle is illustrated by the value of suggestion in leaving something unsaid, the beholder is given a chance to complete the idea and thus a great masterpiece. Irresistibly rivets your attention until you seem to become actually a part of it. A vacuum is there for you to enter and fill up to the full measure of your aesthetic emotion. 

Speaker 0 (19m 43s): This is up to date, 

Speaker 2 (19m 45s): Same order as the preliterate Greek technique of my nieces discussed earlier yet some of our most perceptive Western writers, particularly in the early part of the century were so captured by the rigidity of a fixed point of view of object to you 

Speaker 0 (20m 5s): That they failed 

Speaker 2 (20m 7s): To give it equal time, too. The reconciliation of opposites. They did not understand that oral cultures regard Robotism as a desirable norm in contrast, wind ham Lewis in men, without art maintains that the role of the civilized artists is to prevent our becoming adjusted since to individualized Western society. The well-adjusted man is an impersonal radiant automation. 

The term Robotism therefore, as we use it does not mean the mechanically rigid behavior of row sums universal robots. 

Speaker 3 (20m 52s): Carol 

Speaker 2 (20m 53s): Coppock used the word in his 1938 play. Rather Robotism in this context means the suppression of the conscious to the suppression of the conscious observer self or a conscience. So as to remove all fear, and circumspection all encumbrances to ideal performance, such as a man, as Suzuki says, becomes as the dead who have passed beyond the necessity of taking thought about the proper course of action, The dead are no longer returning on. 

They are free. Therefore to say, I will live as one already dead means a Supreme release 

Speaker 3 (21m 45s): From conflict. 

Speaker 2 (21m 47s): The Japanese use living as one already dead two mean that one lives on a plane of expertness. It is the extinction of the left hemisphere detached and objective self. If the result resembles detachment, it is from pushing the right hemisphere to the state of total enlargement or enhancement to the point of reversal of a parent characteristics as a rude Benedict remarks. It is used in common, everyday exploration to encourage a boy who is worrying about his final exams from middle school. 

A man will say, take them as one already dead and past them easily to encourage someone who is undertaking an important business deal with a friend will say B as one already dead. When a man goes through a great soul crisis and cannot see his way ahead, he quite commonly emerges with the resolve to live as one already dead. She continues. It points up vividly. The difference between Western and Eastern Psychology that when we speak of a consciousness of American, we mean a man who no longer feels the sense of sin, which should accompany wrongdoing. 

However, in the Japanese sense, is there an equivalent phrase? He makes a man who was no longer ten's and hindered by the American means a bad man. The Japanese means a good man, a trained man, a man able to use his abilities to the utmost. He means a man who can perform the most difficult and devoted deeds of unselfishness. The great American sanctioned for good behavior is guilt. 

A man who becomes a callous conscious can no longer feel. This has antisocial 

Speaker 0 (23m 49s): The job. And he is culture diagram. The problem differently because according to their philosophy, man in his, in most Sol is good. If his impulse can be directly embodied in his deed, he acts virtuously and easily. Therefore he undergoes in expertness self-training to eliminate the self censorship of shame only then his, the sixth sense free of hindrance. 

It is his Supreme release from self-consciousness and conflict. Do you guys see the difference? They're the paradox today is that the ground have the latest Western technologies is electronic and simultaneous, and thus is structurally right hemisphere and Oriental and oral in its nature and affects the reason for this state of affairs is that most Western technologies retain often quite unnecessarily like the computer, a mechanical one thing at a time basis, as a form of 19th century cultural lag. 

This situation began with right the Telegraph over a century ago. Do you overwhelming pattern of procedures in the Western world remains lineal, sequential and connected in political and legal institutions also in education and commerce, but not in entertainment or art or a formula for a complete chaos. The ground have the Oriental right hemisphere world. Meantime is rapidly acquiring some of the hardware connectedness of the left hemisphere, a Western world before 1940, Japan began to compete in the arena of modern industrialism in textiles, shipbuilding, et cetera. 

Today it rivals American competence in the making of semiconductors in small autos. China has recently embarked on a program of mass out of it for basic literacy, which will wrap it up. And her acquiring a completely left hemisphere, a cultural bias, plunging the Chinese into a new phase of individualized enterprise and aggression for which they are already developing. Once again, a ground of industrial hardware as one Canadian observer who had been there in the 1980 with a Canadian symphony with a Canadian symphony orchestra, says the Chinese are in the act of tearing their cultural skin off in order to protect themselves against Russian hardware. 

I think it's important to note this book was written some time ago. So we have some of the references are right, David. You know what in it needs to be noted that left hemisphere man has very little power to observe or control environments or to see the patterns of change. The Oriental tradition on the other hand reflects a particular attunement to all facets of ground and immediate responsiveness to changes in ground configuration in the 1970s, the Japanese quickly perceived the developing public need for small cars on a world scale. 

American car makers were mesmerized by the car as an object. The Japanese saw the car is ground as part of the service environment, which encompassed it oral peoples' in Asia or the third world are notoriously conservative about new technologies because of their sensitivity to the side effects involved the new ground. They bring into play and there, and there's are histories of rejections of innovations. 

Westerners in contrast, tend to adopt anything that promises an immediate profit to ignore all side effects. 

Speaker 5 (27m 52s): It is this sense that 

Speaker 0 (27m 54s): Tivity to ground, plus a strong sense of decorum and a lack of private identity that enables the Eastern culture to change behavior instantly from water in a pattern to another, for example, 

Speaker 5 (28m 12s): All right, 

Speaker 0 (28m 13s): August, 1945, the Chu code of loyalty demanded of the Japanese people that they fight to the last man against the enemy. When the emperor changed the requirements of Chu by broadcasting Japan's capitulation, the Japanese out did themselves and expressing their cooperation with their victors. Occidentals cannot easily credit the ability of the Japanese to swing from one behavior to another. Without psychic cost, such extreme possibilities are not included in our experience yet in Japanese life. 

The contradictions as they seem to us are as deeply based in their view of life as are uniformities RNRs, it is especially important for occidentals to recognise that the circles in to which the Japanese divided life do not include any circle of evil. This is not to say that the Japanese do not recognize bad behavior, but they do not see human life as the stage on which forces have good contend with the forces of evil. 

And they see existence as a drama, which calls for careful balancing of the claims of one circle against another and have one course of procedure against another each circle and each course being in itself 

Speaker 5 (29m 40s): Good 

Speaker 0 (29m 42s): Instead of an abstract or objective uniform visual code of conduct applicable to all situations they're is rather a multisensory equilibrium or a balance of property's to be adjusted constantly. The ground must remain tuned. Robotism is instant. Readjustment angle is I'm. On the other hand, insures a rigidity of point of view, which is largely a consequence of linear and visual logic. 

It is best characterized as promoting confrontation and fragmentation. Some of the chief elements in the illusion of objectivity one emphasizes the eye over the ear. The function of Robotism is the reverse. As a little Thomas, you have to say on the air, you are everywhere. The robotic man is capable of instant adjustment to any social situation without guilt. 

Since he keeps his ear tuned to a collective, a moral identity, which we call the audience by the attentive crowd in audience is tuned grounds. That is something we should all try and understand a little bit more is the ability for some culture's to turn on the dime and other culture is to be a Slave to their linear end visual logic. 

You just take a few minutes to think about this last little bit that we talked about. I think it accurately portrays what's happening in our world today. The adversarial system of the West, which would be the analytical left brain. It's so great in so many ways in it causes such critical thinking and it helps us solve a lot of issues and don't get me wrong. 

I'm not saying I don't truly understand how either system can be correct, but I think that's the thing. That's the point of Marshall McLuhan. I was trying to make his, that we needed to be working with both hemispheres of the brain. If you just have the left analytical side, then your going to be promoting confrontation and fragmentation, which may be good in the short term, the confrontation, the battle of ideas, the best idea wins. 

That sounds great. In theory, until it gets to a point where neither is mine side will give up. Both know my ideas better know mine is no mine is. And that is the point of fragmentation. And you can see it in the movements that we have today, whether it's occupy wall street. And granted, there may be in a lot of the big movements that tend to fragment. You often hear about how those groups we're purposely fragmented by provocateurs. 

Do you know what you mean by that? Like someone in power will we'll get into the group and then subvert it. However, regardless if that's an organic process or if it is subversion, the process of fragmentation in the battle of ideas, it was cancerous, right? It takes away the ability for large groups to mobilize. And So that, that is the downfall of the left hemisphere. 

It can only take, it is so far before the logical conclusion is fragmentation. However, if you're going to go strictly on the right side and you can eat easily changed from what is your kill off? All these people are going to fight until the end. We should get, remember the rape of Ning camp, Nan King. When the Japanese soldiers went into just slaughtered and raped pillaged, all the Chinese people are like that's OK. And then the very next day we are sorry, our bad. 

What do you mean do do that? But they genuine. They genuinely means it in the West, who will look like if you don't mean that you just f*g did that yesterday. You still hate all of those people. C we can't comprehend, right? The ability for a culture to turn on a dime and be like, okay, we think this is how we think that. But why do you think that? Because our grand Supreme, religious dictator leader said it, if you think about, you know, if you think about the emperor of Japan, is he really that different then the emperor of North Korea? 

Not really, not in, not in the Western mind. You could say one is a better person in Leeds. His people better But to the Western mind. He was like, yeah, you're still under an emperor. One of them, if they're, if they are both from God, you know, whatever there, it was probably, it probably sounds pretty ignorant for me because I don't truly understand the culture. However, it does seem like a valid point from the left hemisphere. 

They were both emperors. One of them likes to start off they're people. And one of them likes chrysanthemums that's very, that's silly. There's way more to it than that. Just trying to be funny. They're so please don't take that out unless you want to. Then I probably deserved it. Well, that's what I got for today. You guys it's, it's been a pleasure. It's been a pleasure. And an honor, it's been a pleasure on her hanging out with you guys today. 

I hope you have a brilliant Friday. I hope you've got something planned for the weekend is gonna make your life. I am hopeful. My friends that all of you fall like rays of sunshine through a series of openings, inside a cave so that the darkness can be punctuated with the beams of light. I should write that down. That's really pretty. If you can do that many, 9% of the time, you will be successful in your relationships. 

So what I did there or did the whole left brain, right? Brain metaphor, analytical thing, try it. It works. I love you have a great weekend. 

Sep 25 2020 · 36mins
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Spotlight - Marshall McLuhan # 3

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Speaker 0 (0s): Welcome 

Speaker 1 (16s): Wednesday. Hello with your buddy. How are you feeling out there? Did you wake up this morning and look in the mirror and say something like, man, you're a good looking. You're a good looking son of a gun. Did you ever do you wake up and you're looking to a mirror in your life, your hands know your handsome, you know, your hands. And I know you're a handsome, ah, I like to do this sometimes. Is that weird? Probably, but you know what? I love it. You should try it. 

It's awesome for the ladies' you might want to go with beautiful because you know, you can be handsome, but I prefer my women. Beautiful. Well, I hope that you guys are having a great day. I thought I start off today with a little bit of a story. Once upon a time, a daughter complained to her father that her life was miserable and that she didn't know how she was going to make it. She was tired of fighting and struggling all the time. It seemed just as one problem was solved. 

Another one soon followed her father. A chef took her into the kitchen. He filled three pots with water and placed each on a high fire. Once the three pots began to boil, he plays potatoes and one in the second and ground coffee beans in the third, he then let them sit and boil without saying a word to his daughter, the daughter moaned and impatiently waited. 

Wondering what the heck she was doing. After 20 minutes, he turned off the burners. He took the potatoes out of the pot, placed them in a bowl. He pulled the eggs out and placed them in a bowl. He then ladled the coffee out and placed it in a cup, turning to his daughter. He asked daughter, what do you see? The daughter replied, potatoes, eggs and coffee for a hastily look closer. 

He said and touch the potatoes she did and noted that they were soft. He then asked her to take an egg and break it. After pulling off the shell, she observed be hard boiled egg. Finally, he asked her to sip the coffee. It's rich aroma brought a smile on her face. Father. What, what does this all mean? She asked, he then explained that the potatoes, the eggs and coffee beans had each faced the same adversity, the boiling water. 

However, each one reacted differently. The potato went in strong, hard and unrelenting, but in boiling water, it became soft and weak. The egg was fragile with the thin outer shell protecting its liquid interior until it was put in the boiling water. Then the inside of the egg became hard. However, the ground coffee beans, where unique after they were exposed to the boiling water, they changed the water and created something new. 

Which one are you? He asked his daughter pretty interesting, right? When adversity knocks on your door, how do you respond? Or are you a potato and EG or a coffee bean? You think the moral of this story is that in life things happen around us. Things happen to us. But the only thing that truly matters is how you choose to react to it. And what you make out of it, life is all about learning, adopting, and converting all the struggles that we experience into something positive to some of the best advice I ever got was that in life you can not control what happens to you, but you and you alone gets to control the meaning of that event. 

So think about that for a moment. I think it can change the way you are processing information. And I think it has the ability if you remember that story. And if you remember that last piece I just gave you when you get in a tight spot, I do remember that you can't control what happens, but you can control the meeting of it and it can fundamentally shift the way you feel about your day. Try it. If you get a chance, let us now jump into, excuse me. 

Let's just jump back in is a Marshall McLuhan. Hear, you know, he's going to get into the way we process information. He is going to be talking about the transformation of our society. The way the mediums have changed us. And by a medium, I mean, we've gone from reading and listening to watching. I said, previously the documentaries or the new books, we talked a little bit briefly about how that particular, medium, powerful medium of video. 

It kind of just leapfrogs the critical thinking. And it goes right into your head, right, right. Through the eyes. So the ocular nerves, and there you go, there's your idea. Nice, neat, and package for you. So you don't even have to think about it. And we know that certain people, other people, different groups of people, they like different things. We know that when, when we look at advertising, where do they have target demographics? 

So the people putting out the message, you know, exactly which group is going to consume their message, that they can tailor, make a message for each group strictly to sell something, strictly targeting specific groups in order to make more money from those groups. Most of the time, not even caring about the behavioral change that's going to come about in that group. 

As long as the people are making money, using target demographics, behavior, be damned. They don't care. Why is that important to George? How is this even relevant to Marshall McLuhan? Well, like I said, he's talking about the different mediums. It's also, when we're talking about how the different mediums change your behavior, change your view. We are also talking about how it's processed in the brain. 

And according to Marshall McLuhan, he's done quite a bit of research on left brain versus right brain, how the information is processed. And there was another great book by Ian McGill crest, it's called the master and his Emissary. And he talks about in that particular book. And I won't go too deep into it here, but I'll give you a bit of background on it. 

And that book, he talks about the left brain being the Emissary and the right brain, being the King. And over time, the left brain, the way in with your crush described, it was that the left brain, the analytical, the, the language, the speaking part of the brain would relay the message from the King the right side of the brain, the right side, dealing in concepts, the left side, dealing in linguistics. 

And the way Ian talked about it, he spoke in a way that the left side of the brain, as the Emissary began thinking, Hey, this King over, you can even talk on the right side of the brain. Maybe I should just a, you know, a good metaphor. It would be to think of a, like a greedy prime minister that wants to take over control. And so he just relays some sort of information out there. He gets a message out. They may not be exactly what the King said. It might be kind of undermining the King. 

Maybe he thinks of the King's a little to emotional. So we used to go out and spin it a little bit. Maybe a good metaphor might be a press secretary. And so at times it's an interesting metaphor because you can understand how the brain is working against itself at times. And that would explain why me you, in lots of other people seem irrational and working against our own best interest at sometime. We have one side dealing in concept's one side dealing in emotions, another side, dealing in language and analytics and logical individualism, and that, okay, this is what we're going to get in today from Marshall McLuhan's point of view, the East meets West and he breaks down some very interesting points talking about the Eastern philosophies and the Western philosophies, also the right hemisphere versus the left hemisphere. 

And isn't it odd? Isn't that odd how those to kind of go together. Let's get into it a little bit here in the West electronic technology, displaces visual space and retrieves acoustic space in a new form as the ground now includes the detritus of alphabetic civilizations to the effect in the East is quite different to the degree that Asian cultures put on Western close of a phonetic, alphabet and hardware, the alphabet becomes there means of transformation from group. 

Think to individualism, Harold Innes examine the process whereby through a shift in the media of writing temple bureaucracies were displaced by military bureaucracies and expansion or conquest programs began a few years ago, I ran was reeling under the impact of the electronic media. And it was turning back from a military to a temple control government under the Moola was spearheading a retrieval movement to archaic traditional Moore's law that are more latent. 

And many of Iran's neighbors such as Iraq, the recent war with Iraq was a further acting out of that return to tribal value facilitated by the acoustic properties of electric media radio, loudspeakers, audio cassettes brought the Mulas cry to the force of a Thunderclap on a regional scale. You see what's going on. There is equating the methodologies of media to the actions and behaviors of those nations. 

Let's do let's jump on with another clip here, right? The degree of confusion that exists in many fields of study with regard to the visual and the acoustic is a parent in Ferdinand. They saucers course in general linguistics with his division of language. The beach for saucer language has a total inclusive world have simultaneous structures that is right brain and acoustic. Whereas as speech, which is sequential is a relatively superficial and left brain form being visual with these divisions of language and speech saucer associated the diachronic and the synchronic, but to indicate more clearly the opposition and crossing of the two orders of phenomenon that relate to the same object. 

I prefer to speak of synchronic and diachronic linguistics. Everything that relates to the static side of our science is synchronic. Everything that has to do with evolution is diachronic similarly synchrony and Diane Skrany designate respectively, a language state and an evolutionary phase. I just want to preface it right there. Some of it is some of what I'm reading is it's pretty in depth. 

So don't worry if your not completely in tune with all the definitions, I'm going to tie it together. However, I think some of this is good background to have inner duality and the history of linguistics. The first thing that strikes us when we study the facts of language is that their succession and time does not exist in so far as the speaker is concerned, he is confronted with a state. That is why the linguist who wishes to understand the state must discard all knowledge of everything that produced it and ignore dioxin. 

If he can't enter the mind of speakers only by completely suppressing the past, the intervention of history can only falsify his judgment in this study of human communication. Non-linear stated the ultimate goal of science is to explain by means of a set of theories events that are observed. The McLuhan Tetrad is designed to do just that. 

And it's not based on a theory or a set of concepts, but rather it relies on observation and experience and percepts while empirical it provides a basis for prediction. We have indicated earlier that all human artifacts are extensions of man, outer rings or uttering have the human body or psyche, private, or corporate as utterances. They are speech translations from one form into another form, be it hardware or software metaphors. 

Of course, all words in every language are metaphors structurally speaking. A metaphor is a technique of presenting one situation in terms of another situation that is to say it is a technique of awareness of perception, the right hemisphere not have concepts, the left hemisphere. So as to situations are involved, there are two sets of figure ground relations in opposition though, the grounds may or may not be stated just all metaphors have four components in analogical ratio. 

Thus cats are the crab grass of life presents Cass art to my life as crabgrass is to an otherwise beautiful lawn, or she sailed into the room, presents her motion entering the room in terms of a ship's Swift, perhaps graceful motion under safe to say that metaphore has for terms, which our discontinuous yet in ratio two, one another is to say that the basic mode of metaphor is resonance and interval. 

The audio tactile, this discontinue, it was pointed out by Aristotle. It follows that the soul is analogous to the hand for as the hand, as a tool of tools. So the mind is the form of forms. And since the form of sensible things, I propose the four part structure, which relates to all human artifacts, verbal and nonverbal, their existence is certainly not deliberate or intentional. 

Rather. They are a testimony to the fact that the mind of man is structurally active and all human artifacts and hypothesis, whether these oppositional ratios are also present in the structure of the natural world, raises an entirely separate question. It is perhaps relevant to point out that the Greeks made no intelligence or observations of the effects of manmade technology, but only for what they consider the objects have the natural world. 

The usual approach to metaphor is purely verbal rather than operational or a structural that is in the left hemisphere terms. Have the figures only minus that the grounds plus the metaphor is discussed as a form of sort or have a category mistake or have misnaming for example, however, are appropriate. In one sense, a good metaphor may be in another sense, there is something inappropriate about it. 

This inappropriateness results from the use of a sign, in a sense different from the usual, which use I shall call sort crossing, such sort crossing is the first defining feature of a metaphor. And according to Aristotle its genus metaphor consist and giving the thing, a name that belongs to something else, the transference being either from genus to species for on the grounds of analogy. 

All right, I know that can be a lot of word that may be a lot of words. You have to look up there. However, there's one great nugget at the end that I think you can pull away. That's somewhat of a interesting concept in the more you think about it, the more valuable it we'll be. And that is in this last section. When we talked about S sort crossing, which is giving the thing, a name that belongs to something else, the transference, you know what I mean by that? 

When you say she sailed into the room right now, you can actually picture that girl is sailing into the room or that cats are too my life as crab grass is to otherwise beautiful lawn. You see the power of the metaphor even similes is that you are speaking to both sides of the brain when you use metaphors and you should try to use them more. 

It's something that we can all be better at when you speak that way. When you can make a point and then use a metaphor to hammer at home, you're speaking to someone else's whole brain, not just the analytical side, not just the creative side or the side, that deals with concepts, but both sides. And that's why we find people that use metaphors to be incredibly charming when we find them attractive. 

Or that's why you find people who are a great speakers in the very top of wherever their profession is, they found a way to speak to the whole brain. And you can use this in your life. This is something that we should all be practicing. I'm going to try to work on it more. And I hope that you do as well. It's a better way to speak. And this is also the foundation of what is going today. 

It's gone wrong in the past. And according to Marshall McLuhan, which this book was written, you know, in the late was published in 80 for however, I figure it was written before that I'll put a link in the show notes down there, however it, depending on what side of the brain you focus more on, depending on what side of the brain you analyze the world with depends on your world view. 

And just like the advertiser's know, the target demographics of people they want to market to. According to the product, they are also are beginning to truly understand which target demographics use, which side of the brain. We think about that for a minute. If we know that a certain gender or a certain race tends to like this product more than another group, advertisers will target that group. 

If you look at say Nike shoes or Louis Vuitton handbags, or iPhones, or, you know, whatever the product is, a lot of them are targeted to certain demographics and demographics. It's just another word for a race or gender. It's a man. I can't even begin to tell you how dangerous it is to begin targeting people based on their brain chemistry, based on their worldview. 

However, that's, what's happening every day and social media now, but it gets worse because not only are we focusing on selling things to people based on their worldview, but now we're beginning to train them, to see things in a certain way. The education system is beginning to focus on a type of learning that is better for one side of the brain. 

Then the other, according to Marshall McLuhan were moving away from the analytical side, the individual side into a more tribal side. The D evolution of thought is we're moving backwards. Our view of the world is regressing instead of progressing. And there are certain education system in certain parts of the world that use different parts of the brain. 

We're going to get those. I promise you, it's going to be awesome. You know why it's going to be awesome because your awesome thank you for spend a little bit of time with me. 

Speaker 2 (23m 55s): So let's 

Speaker 1 (23m 56s): Jump right into it. Here. East meets West in the hemispheres ordering facility have the left brain is quantitative diachronic reading, writing, naming within a parameter have significant hierarchy or the right brain is the area of qualitative synchronic, wellspring of the spacial tactile the musical on the acoustic. When these hemispheric functions are in true balanced, which is rare, comprehensive, comprehensive awareness is the result. 

True consciousness has always had a diachronic and synchronic character. The Corpus callosum. That's the part of the brain that runs in between the two that helps them communicate just FYI, the Corpus callosum and the brain potentially promotes a healthy interchange of labeling and imaging between the hemispheres, the Western world, especially Europe and the Americas emphasizes left brain thinking over right brain cognition. 

We should be aware that cultures exist. Like the Inuits were, the reverse is true. And our desire to aluminate the differences between visual and acoustic space. We have undoubtedly given a false impression, and that is the normal brain and it's everyday functioning. It cannot reconcile the apparently contradictory perceptions of both sides of the mind. There is we know from experience a unified field of the mind, we learn a piano piece by working through the lines of individual musical notes, but the music does not spring to life for us until we synced it's overall harmonic structure. 

There are countless examples in art, science and technology of visual and acoustic space working together to fabricate more or less a melded and consistent idea of the outside world. One of the most influential, at least for linguists is Ferdinand de saucers hypothesis of language development. He wanted to find a way of expressing a method for separating individual speech from the established language. He contended that a language existed only in terms of how it was spoken by a large group of people in a definitive geographical area. 

People spoke as they felt and reinforced each other's use of the mother tongue by pure pressure yet in exoneree, over a period of years, the language would change. As new appeared, Henson had a propensity to intrinsically form itself through use a synchronic structure. And at the same time, it also responded to a movement through time it's diachronic nature. The diachronic always took an opposite or axial relationship to the synchronic. 

The key to our future development as a species will depend on how well we understand the relationship between the left side and right side of our associates, associative cortex and the utility of those millions of nerve fibers connecting the two sides called the Corpus callosum. We must teach ourselves to abandon the tendency to view the environment at a high of a hierarchical and totally connective way to center ourselves. 

Instead in the arena of interplay between the two modes of perception and analysis, which is comprehensive awareness. Let me read that again. Just what makes more sense to you? And to me, we must teach ourselves to abandon the tendency, to view the environment in a hierarchical and totally connective way to central ourselves. Instead in the arena of interplay between the two modes of perception in analysis, which is a comprehensive awareness Linus Pauling shake the foundations of classical physics by reminding his fellow scientists that nothing in the material universe connects the same thing can be set up the mind, all its elements interface. 

What do you think about that? Try and use that in your daily understanding of life, trying to reshape the way you look at the world, and it will change your view of how your life, how the life you live is working out. Does that kinda make sense is not that everything is connected, it's that it is it interfaces a connected is not the right word, it interfaces with each other. 

And if you think about that for a little bit, if you just take some time at a quiet place to just ponder that sentence, I think that will help. I, I often find myself doing a mental exercise wear and I got to get better at it. I think all of us have this thing where we could be better listeners. A lot of the times were not even waiting our turn to speak. We're trying to interrupt the other person to get our thoughts out. 

And that is a problem. Or a lot of the people I see that I admire who were a good speakers are very patient. They're very kind, and there are actually utilizing an active listening strategy. One thing I think can help achieve that in the mind exercise that I do is that before you speak, I try and think about the words you're going to say in this way are the words I'm going to say. 

The very, an accurate description of the concept I'm holding in my mind. I think that is a good way to utilize the whole brain language system are the words you are going to say, describing the concept of what you're thinking. Do you see sometimes as we have this thing, we do what we just spit out a bunch of gobbly goop. Instead of that, take time to think about what it is. 

You want to tell someone what it is going on inside your head. What does the picture that you C of the situation, your in, and then use that picture to formulate the word you want to use it, I'll do a couple of things. One, it will stop you from just rattling off a bunch of nonsense, and it will help you come up with a better picture of what you're thinking. 

What's your feeling, and hopefully create a better relationship for you. It's pretty powerful. And I'm looking forward to getting into way more. This is one is a little bit shorter today. However, I think there's a lot of information in there that you may need to replay again and go over. And I know there's some awesome thinking exercises in there because that's what I've been doing. So for today on Wednesday, think about the metaphors you can use in your life. 

Think about describing the mental picture as you hold in your head. When speaking to other people and know this, I love you guys like a child, loves their mother. I want to leave you with that one. You should try to think of some awesome metaphors and use them today in your life and see how it changes your life. I love you guys all Aloha.
Sep 23 2020 · 32mins

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The final episode introducing Marshall Mcluhan's thought. 

“My canvasses are surrealist, and to call them ‘theories’ is to miss my satirical intent altogether […] You are in great need of some intense training in perception in the arts.”

"Using a format borrowed from Pound, he combined seemingly disparate elements into ‘mosaics.’ When you interface the right images, each illuminates the other, like a blade on a grindstone. Sparks fly."

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Sources and Discussion: https://old.reddit.com/r/DilettanteryPodcast/comments/iaoefg/12_marshall_mcluhan_intro_biography_part_three/?

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sources: https://www.reddit.com/r/DilettanteryPodcast/comments/i8bmkl/episode_11_marshall_mcluhan_intro_biography_part/

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Andrew McLuhan has some keen insights into how the world will change after COVID. I particularly liked the reference he made to how the arts will morph. He also explains what Marshall meant by 'medium' and it's not what you think.
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