What We Know About The Joker

Ruminations about the man behind the masque.

Though this past weekend’s top performing movie is titled The Dark Knight, it might easily have been called "The Clown Prince." Heath Ledger’s portrayal of the Joker, already hailed as Oscar-worthy, owes more to Michael Keaton’s Beetlejuice than it does to previous Batman malefactors. Ironically, Keaton was the first film Batman and could have played off against himself as both the Caped Crusader and the Prince of Fools.

Like Keaton's Beetlejuice, The Joker in this latest Batman-iteration is the ultimate trickster: a destroyer of worlds and a slayer of men, whose word cannot be trusted and whose motives cannot be divined.

The Joker’s wild success throughout The Dark Knight's dark nights depends on a script which constitutes a stacked deck in his favor. For most of the two hours of this latest Batman saga, everything goes the Joker’s way. He knows where mob kingpins will be meeting and gains access with impunity. He easily defeats the defense mechanisms of a high-security bank. He cannily manipulates good guys and bad guys alike seeking both a higher class of criminal and a lower class of law enforcer. He survives high speed truck flips, Kevlar-armored right crosses and highrise bungee jumps.

Though he is painted up to be an enigma wrapped in a riddle (or was that someone else?), based on evidence from The Dark Knight, we do know the following things about The Joker:

• He is a munitions expert. He is equally at home with C4 suppositories and oil barrel chemical peels.


• Though he is an expert project manager, at least in the bank-robbery field, he is prone to waste his resources.


• He is empathic. He knows just what to say to push anyone over the edge of madness, and then leap in after him.


• He is a man ahead of his Timex. The Joker can take a likin’ from Batman and keep on tickin’. He may once have belonged to a fight club.


• He obviously was involved in covert ops in the past. He knows how to anticipate scenarios and plan alternatives. He knows where to acquire esoteric weapons and how to use them.


• He moonlights as a Mary Kay agent.


• He has had access to Jack Benny’s joke vault.
  

Omigod! The Joker is Jason Bourne!

Random Thoughts

Out for the Count

I haven't posted for the last several weeks because I've been recuperating from my third cardiac ablation. This last procedure seems to finally have returned my heart to regular sinus rhythm, though only time will tell.


Since about 2000 I've suffered from an irregular heartbeat, first in the form of atrial fibrillation, and then, after my first two ablations, a persistent heart flutter. My downfall this time around was not the procedure itself, which went as smoothly as a "non-invasive" procedure could go. This time around I was given a "bridge" anti-coagulant to which I had a bad reaction. Evidently, when blood seeps into a muscle it acts as an irritant and leaves what looks like a bruise in its wake. My experience of this, which required a visit to the emergency room on the evening of July 4th, was as if my entire right thigh muscle was locked in an unrelenting "charley-horse."

At any rate, I haven't done much over the last week other than down pain killers and watch television. In-between reruns of Star Trek Voyager and The Dog Whisperer, I have had some random thoughts which I thought I'd share here:

Newtonian vs. Einsteinian Media Biases:

Harold Innis, a founding father of Media Ecology, used a Newtonian metaphor to argue that the nature of a civilization is determined by the characteristics of its dominant communication medium. Innis believed that a medium contained either a time bias or a space bias.

Cultures that carved their stories into stones, like the early Sumarians or Egyptians, were time-binders and tended to be conservative in terms of change and stable in terms of social hierarchy. Stones were hard to carry any distance, but lasted a long time. Carved stone is an example of a time-binding medium.

Papyrus is an example of a space-binding medium, which the Romans used to command a vast empire. Papyrus could be carried easily and allowed the Romans to send orders over great distances, but it didn't last very long, and was subject to destruction by fire and other forces. Cultures that used more portable materials were able to command vast empires, but lacked the stability of stone or clay cultures.

The Internet, upon which rich media technology is dependent, may be the first instance in human history of a medium which binds both space and time equally. Therefore, it may be time to abandon Innis' Newtonian metaphor for an Einsteinian metaphor. New electronic media, especially the Internet, bind both time and space. The ubiquity of the World Wide Web is counterbalanced by the permanence of server storage and retrieval, a combination I have called the “Memory Well.” Combined with cheap and ubiquitous recording devices, sites like YouTube and blogs like Crooks and Liars permit the permanent storage and and nearly instantaneous retrieval from anywhere in the world of any cultural event, from political panders to sneezing pandas.

A society which based its communication structure on the Internet would have to change its notion of what knowledge is and how to communicate that knowledge to its citizens. Just as the handheld calculator freed students from the need to memorize the multiplication tables, the Internet Memory Well may force a reassessment of what needs to be taught and how to teach it.

A One-Horse Race

Remember when John McCain's bid for the White House was declared dead and buried? How is it that it was resurrected?

Is there anyone besides me who thinks that the McCain run for the Presidency is a farce? Has any candidate for President committed so many factual gaffs, surrounded himself with so many counterproductive advisers or seemed so out of touch with the true concerns of the electorate?

Even George W. Bush in his dry-drunk prime could run a coordinated political campaign. John McCain can't remember that Czechoslovakia is no longer a country, or that Sunnis are different than Shias. He can't even remember what he was for before he was against it. He admits to economic ignorance and technological backwardness. He perpetuates positions on Iraq and civil liberties that have been proven non-starters for years.

I think that the Republicans know that 2008 is not going to be their year, big time, and so they have fielded a non-candidate, letting poor McCain fulfill his lifelong dream to run towards a goal that no Republican can win.

The question is, what neo-conservative wheels are turning while we are distracted by the continuing political circus? Are the major trauma of the home mortgage crisis or the oil price fiasco evidence of neo-con last ditch efforts to cash in before January 20, 2009?

George Carlin, Google and Community Values

Taboos change as new communications media determine what is accessible and what is not.

More often than not, commentary on the recent death of comedian George Carlin centers on his famous "7 Words You Can't Say on TV" routine and his confrontation with the FCC. If you haven't heard it yet, gather your children to your side and click here.

Carlin's "7 words," which he correctly identified as taboo in the 1970's, have become less so in the 21st century. Cable denizens, including South Park cartoon children, Sopranos Mafiosi and Comedy Central fake newsmen use any and all of Carlin's words with impunity, while their broadcast counterparts must still watch their mouths. Even so, some proprieties are preserved on cable. Cartman on South Park can say “Shit” and Tony Soprano can say “Fuck”, but John Stewart and Stephen Colbert still get bleeped. Meanwhile, if Oprah or Barbara Walters drop the F-bomb, network executives tremble. One gets the impression that the FCC cracks down on broadcaster language slips just to show they can.

All societies have their taboos. More often than not, forbidden words or places or things define acceptable and non-acceptable public behaviors and tend to support and reinforce the status quo and the existing power structure. Sexual taboos, which are included in Carlin’s “7 Words”, try to define both adult and child boundaries as well as a society’s sexual preoccupations.

As Joshua Meyrowitz documented in his ground-breaking book No Sense of Self, modern communication media have blurred the boundaries that existed in the print era between public and private and between adult and child. Meyrowitz discusses how literacy requirements created learning hurdles that allowed adults to limit the spread of some types of information to prying young minds. With no necessary education required to watch TV, view a movie, or access the World Wide Web, the former taboos are now brought under scrutiny.

Case in point. An article in today's New York Times discusses how the attorney in a Florida obscenity case is using Google search data to defend his client:

In the trial of a pornographic Web site operator, the defense plans to show that residents of Pensacola are more likely to use Google to search for terms like “orgy” than for “apple pie” or “watermelon.” The publicly accessible data is vague in that it does not specify how many people are searching for the terms, just their relative popularity over time. But the defense lawyer, Lawrence Walters, is arguing that the evidence is sufficient to demonstrate that interest in the sexual subjects exceeds that of more mainstream topics — and that by extension, the sexual material distributed by his client is not outside the norm.

To those of us who came of age under the tutelage of George Carlin, the hypocrisy of so-called obscenity standards has long been evident. Dick Cheney can say "Fuck You" to a United States Senator in the United States Senate, but Janet Jackson can't show a bare breast. Richard Nixon surreptitiously records political, sexual and scatological epithets spoken in the Oval Office while George Carlin and WBAI lose their right to free speech before the Supreme Court.

That cable programming allows Carlin's “7 Words” without hesitation and that Internet giant Google's usage data can be used to challenge attitudes about community values is further evidence of the transformational powers of new media.

Feelings of YouTube Inadequacy

Update Below

(May 30, 2008)
Over at Lance Strate's Blog Time Passing, Lance discusses the new heroes created by the internet and features a hilarious South Park clip lampooning YouTube celebrities. Many of these, like "Tron Guy" and "Sneezing Panda" have generated millions of views each.


A quick check of my own YouTube posting reveals a pitiful 801 viewings as of today, not even close to other YouTube celebrities or even the 1970's TV commercial I posted for L'Eggs pantyhose (7459). This is embarassing.

Let's try a bit of viral social networking. I'm asking you, my loyal blog readers, to send this link:

http://www.youtube.com/watch?v=AsHhNCLaT5s

to five of your friends, asking them to view my video and also to send the link on to five more friends, etc., ect.

Lets see if we can get my YouTube numbers up to at least those of Tron Guy.


Update 6/11/08:

As a tribute to the power of social networking, I'm happy to announce that since I first posted this blog, my "Model Media Ecologist" Youtube views have risen from 801 to 892 views! At this rate I may pass 1000 views by this time next year! During the same period, my L'Eggs commercial rose from 7459 to 7645.

Thank you to everyone who viewed my video and for all the supportive comments. Don't forget to pass it along to five of your friends.

Beating Golf Clubs Into Swords

President Bush chooses war over golf.

In a recent interview with Politico, President Bush admitted that he had given up golf in deference the families who have lost a loved one in Iraq.

"I don't want some mom whose son may have recently died to see the commander in chief playing golf," he said. "I feel I owe it to the families to be in solidarity as best as I can with them. And I think playing golf during a war just sends the wrong signal."

Bush's remarks, which have received widespread condemnation, are more apt than he realizes. The game of golf itself is a metaphor for constructive human activity and recapitulates the human experience of our historical transformation from hunter-gatherers to cultivators. Golf as a metaphor stands in opposition to the realities of war, which is the ultimate destructive human activity.

For those who are not addicted to the playing or to the viewing of grown men chasing a tiny ball across an enormous lawn, the appeal of golf may be hard to understand. However, if we look at golf in terms of its media ecology, its attraction can be better understood.

The playing of golf is a linear, one-at-a-time activity that was well suited to the biases of the print era in which it was created. It is not an accident that golf was first conceived in Scotland and became popular just as the printing press was converting the Anglo-Saxon manuscript culture into a print culture. With its one thing at a time play and its linear progression, golf reflects the one at a time linear experience of reading. Golf stands out against all other sports in that the goal is to minimize scoring, not maximize it. In a similar fashion, reading text minimizes the context of language, removing the normal cues of intonation, inflection and volume.

The environment in which the golf game takes place is a vast cultivated pasture. A skillful golfer avoids the "rough" and progresses from the fairway to the manicured green. As the golfer "reads" the lie of the land, he recapitulates the human experience of the hunter-gatherer morphing into the cultivator. The golfer chases the ball through the groomed undergrowth until he finally deposits it in the hole. Then it's on to the next hole and the next hunt.

Viewing golf on TV is a completely different experience. Modern televised golf coverage suffers from ADD. Gone is the linear progression of the game. Many cameras provide many points of view that reflect the biases of television rather than those of print. The commentary and viewpoint continuously jump from hole to hole in a non-linear fashion, focusing on the highlights of the game, while eliminating the tedium of the hunt. The medium of television transforms golf from the linear one-at-a-time play of an individual into the simultaneous interplay of all the golfers. Golf viewers have already internalized the process of the play and are experiencing the essence of the game as presented on TV, that is, as myth.

That President Bush would think it appropriate to give up golf in a time of war indicates that he has abandoned the constructive capabilities of society in favor of the destructive ones. Critics complain that claiming to give up a game as a sacrifice in time of war trivializes the nature of combat and demeans the true sacrifices of our soldiers and their families. What they miss is Bush's true message: He is a War President, not a Peace President.

Meta Four Play Part 4 - McLuhan's Tetrad and Lévi-Strauss' Canonical Formula: Down the Rabbit Hole

My previous posts on this topic, which can be found here, here and here attempted to link the process of mythic analysis proposed by Claude Lévi-Strauss in his Canonical Formula with Marshall McLuhan’s approach to the study of technology which he termed his “Laws of the Media.” McLuhan demonstrated his laws using his Tetradic division of that impact into enhancement, obsolescence, retrieval and reversal. This linkage is possible because visual media operate on a mythic basis. The difference between the myths of our era of secondary orality and those of primary orality is that there is now a stronger dependence on visual imagery to tell the story. McLuhan noted that

“…when the entire economy is on an artistic or magical basis, sparked by the magical appeals and promises of the ads (visual ads are in themselves magical in their habit of transforming ordinary objects and situations) is it not repugnant to the total pattern and promise of the new life to accept ‘natural’ effects even at the level of physical taste? The power of the machine to transform the character of work and living strongly invites us to transform every level of existence by art.

Gilbert Seldes mentions how in the early days of TV crowds would stand by the hour watching a TV screen in a shop window when the only picture on the screen was of the traffic in the street in which they stood. Such is likewise the magical power of the press. Reportage takes up the ordinary events, the weather and the municipal events in which we all participate, and changes them simply by virtue of the medium of print and photography. Any communication link or channel necessarily possesses this myth dimension. Much more are the ineluctable modalities of sight and sound charge with powers of metamorphosis which have been magnified by technology into the size and posture of mighty djinns.”(1)

Our current system of myths is not only presented verbally, but also via images, in print, and even in interplay of biases amongst all of our competing media. Since we may be relearning this manner of thinking as we move deeper into secondary orality, McLuhan and Lévi-Strauss each provide us with maps of where we may be headed. What hasn’t been apparent before is how their particular approaches are complementary and when used together, provide a stronger methodology to interpreting and understanding media effects.

Every television commercial is a lesson in the ways of thought under secondary orality and, as advertising icons spread out to other venues, they act as constant reminders of the secondary orality way to process experience.

Theatrical television is based on literary conventions. Film school students can tell you how every movie is divided into three acts--just like a stage play. One hour theatrical tv programs extend the dramatic arc to four acts, each about 11 minutes long. The drama progresses via thought processes that are linear, based on literacy-based cause and effect logic. TV Ads teach us to think like pre-literate peoples, using the type of non-linear thought processes that Claude Lévi-Strauss divided into "empirical" and "transcendental" deduction.

"Empirical deduction occurs whenever a myth attributes a function value or symbolic meaning to a natural being because of an empirical judgment durably associating the being with the attribution. From a formal point of view the correctness of the empirical judgment is irrelevant." (2)

Empirical deduction begins with some observation of reality. It then treats that observation as if it were an abstract concept. This type of mental process can occur using two different types of association. First, through the use of a metonymic association, some observed characteristic or habit of an animal is treated as if it stood for the entire animal. If this characteristic is found elsewhere in the environment, it too is associated with that animal. The metonymic association then becomes a metaphoric assertion. Lévi-Strauss’s term for such uses of metaphor is “imaginary association.”

"An imaginary association…results in the attribution of curative powers against snake bite and tooth decay to seeds shaped like fangs." (3)

The metonymic association (fangs of a snake) is used to make a metaphoric assertion (fang-shaped seeds cure snake bite). In classic television advertising we see this type of reasoning regularly. The air bubbles in Baggies sandwich bags make the bag look like an alligator’s skin, so an alligator is used as the product mascot. The Volkswagon “bug,” the Turtlewax turtle, and the old Exxon tiger are further examples of this type of association.

In current advertising, the associations are more subtle. For example, many ads feature automobiles that will never in real life leave a paved road "roughing" it through forests or deserts, avoiding natural obstacles and endowing the driver with the "freedom of the wilderness." The irony of these images is that the car or SUV, which often is given an animal name, is actually the embodiment of culture that provides the driver with protection against the storm. This is why Marshall McLuhan could refer to the automobile and driver as a knight in shining armor:

"The car gave to the democratic cavalier his horse and armor and haughty insolence in one package, transmogrifying the knight into a misguided missile." (4)

"Transcendental" deduction operates at another step removed from reality. The characteristic attributed to an animal or an object is removed from any grounding in empirical observation, and is determined by its relative position in the culture's symbolic structure as a whole. Lévi-Strauss states that:

"It does not necessarily rest on a true or false, a direct or indirect empirical base; rather, it stems from the awareness of a certain logical necessity, that of attributing certain properties to a given being because empirical deduction has previously connected this being with others on the basis of a set of correlative properties." (5)

Lévi-Strauss has borrowed the notion of redundancy from communication theory to explain the rationale behind this procedure. Imagine that you are the story teller of a culture that relies on oral communication for the transmission of its body of knowledge. Let us assume for the sake of argument that you are fully aware of the hidden structural associations that your stories are portraying. How would you insure that the information contained in those tales would survive the erosion of time and the individual idiosyncrasies of future story tellers? One way would be to take the basic message or messages and repeat them over and over again using different formats and imagery. Though the stories would seem to be about different heroes, animals, events, and so on, the underlying struc­ture would be more or less the same throughout. Furthermore, future story tellers would internalize these structures so that they would tend to reject any alterations which went against the general pattern.

That's why, in our secondary orality culture, ads want to insinuate themselves into every aspect of our lives: Not just as an accepted part of television and radio and magazines but also in movies and broadway theaters, in our schools and workplaces. Can our places of worship be far behind?

The type of thought manifest in television advertising represents the symbolic realization of the lesson of the medium itself. A medium of images and sounds, TV's biases toward the non-discursive are represented and reinforced in the narratives of advertising.

(1)McLuhan, M. (2005). "Notes on the Media as Art Forms" in Marshall McLuhan - Unbound, E. McLuhan and W. Terrence Gordon, eds. (Corte Madera, CA: Gingko Press), pp 8-9.

(2) Levi-Strauss, C. (1971). “The Deduction of the Crane,” in Structural Analysis of Oral Tradition, Maranda, P. and Maranda E.K., Eds. (p. 3). Philadelphia: University of Pennsylvania Press.

(3) Ibid. (p. 3)

(4) McLuhan, M. (1994). Understanding Media: The Extension of Man (p. 17). Cambridge, MA: The MIT Press.

(5) Levi-Strauss, C. Op. Cit, (p. 3)

Education in the Age of Secondary Orality

The first humans lived under conditions of primary orality. Individual memory was the only way to transmit cultural heritage from one generation to the next. Learning was based on oral modes with parables, puns, poesy and music central tools of the "educational" system. For example, in oral cultures a person’s word was his bond. Without written records to provide proof, people had to depend on the spoken word to bind agreements.

During the manuscript and print eras, written documents replaced memory as the primary means of transmitting information over time and space. Copying texts became a means of acquiring knowledge, with remnants of memorization persisting. We learned our ABC's by song and memorized math tables and poetry while at the same time our teachers required written examinations of memorized material.

In the early years of electronic media, only a few had access to external memory devices to record and preserve our culture. An electronic broadcast would be sent to many, but then disappear into the "aether." Educators used video for distance learning and to perpetuate the lecture model of education of the manuscript age. Students experienced increasing alienation in the classroom as the culture's true pedagogy was conducted via mass media-based advertising organizations.

With video cell phones, cheap editing technology, internet access and so on, what once was available to few is now available to many. What was private has now become public. The World Wide Web has added a readily accessible "Memory Well" to enable total cultural recall and dissemination. Items dropped down the Memory Well no longer vanish forever. We now can retrieve video, audio, text and photos at will – without resorting to memorization or physical texts.

This ability easily to retrieve many if not all of our artifacts will bring about a shift in our culture's notion of what is important to know and how to educate our young. It has already generated a crisis in the copyright arena as students unwittingly cut and paste together their assignments from material available online.

Our political leaders and media personalities must now cope with the new power the Memory Well has given to data retrieval. This has profound implications for politics, education, social policy and the mass media themselves, including broadcast news organizations and the traditional press.

Our educators must anticipate the characteristics of this cultural shift and design an education system that prepares our students to live in the era of "secondary" orality. We must learn how to mentor the Millennial Generation.

Something Wiki This Way Comes.

If you spend any time browsing the YouTube, you've probably seen the Media Ecological videos produced by Kansas State University Professor of Cultural Anthropology Michael Wesch. In his videos, Dr. Wesch focuses his camera on text written and re-written on pads of paper, computer screens or student flash cards. Reminiscent of the "Show Us Your Lark Pack" commercials of the 1960's, Dr. Wesch's camera leaps from pillar to post-it, constructing his critique out of a series of billboard announcements, classified ad notices and graffiti scrawls. Through a carefully scripted video bricolage Dr. Wesch constructs a narrative criticizing the current limitations of classroom pedagogy and exposing the true media environments that govern the Millennial Generation.

The persisting paradigm of most current classroom education is a remnant of the medieval academies where the curriculum consisted of a monk at a lectern reading from a sacred text while everyone in the class copied word for word at their desks. Education then consisted of making a copy of all "great" books for your own library. The model has survived into the industrial age because, if you add a series of bells and a rotation schedule, you prepare students to "graduate" from the classroom to the factory.

In the Information Age the Monkish/Assembly line mode of teaching is revealed as an arbitrary and perhaps counterproductive way to impart knowledge. As the mass media usurped the educational prerogative from the old school system, a student’s true learning occurred outside the classroom. This transformation was predicted over 50 years ago by Marshall McLuhan who noted that advertising was providing the epistemological foundations of our culture, moving pedagogical control from the classroom the boardroom. As computer-based new media supplant the mass media, the paradigm is shifting once again.

The techniques of print, billboard and mass media advertising are not adequate to create the new curriculum of the internet community, although many are trying to fit this square peg in that round hole. Searching for new "business models" to rationalize the internet, corporate advertisers think they can bend the aesthetics of the internet to the requirements of consumerism. The problem here is that advertising itself is a deadend epistomology where the transcendental characteristics of consumer products have determined the logic of our cultural narrative. As "one to many" product factories give way to "many to many" production communities, the product becomes subservient to the process, and narrative control shifts from the producer to the consumer.

As represented in his videos, Dr. Wesch is clearly a product of the advertising paradigm. Creating the content for the New Media out of the aesthetics of the old media, Dr. Wesch's videos owe more to print, billboard and mass advertising than to the wiki inspired internet. In twenty years his student subjects will create their own critiques that draw from the paradigms of instant messaging, wikis and media multi-tasking. We mass media suckled, advertising educated old-timers may very possibly find these millenial narratives incomprehensible.

Randi Rhodes and The First Amendment

Air America Radio suspends Randi Rhodes for using the "W" word.

In the 1919 case Schenk v. The United States, the United States Supreme Court ruled that the First Amendment guarantee of freedom of speech doesn't permit someone to falsely yell "fire" in a crowded theater. That interpretation of our Constitutional rights was brought up to date today when the management of Air America Radio suspended talk show host Randi Rhodes for calling Geraldine Ferraro and Hillary Clinton "whores." Ms. Rhodes' live tirade was not broadcast on the Air America network. We know about it because it was captured on tape and made available for endless viewing on YouTube.

When our Founding Fathers added the First Amendment to the Constitution, they didn't anticipate two things: first, that there would someday be radio and radio talk shows, and second, that there would someday be YouTube. If they had, they would have included a clause like, "Freedom of speech shall not be abridged, except when talk show hosts use foul language when describing a political candidate and the whole thing is captured on video and shown on YouTube."

Surely the owners of liberal talk radio network Air America were thinking of this Constitutional omission when they suspended Ms. Rhodes. But let's be clear about the intent here. No one would argue that these prominent politicos, Ferraro and Clinton, are literally whores in the Elliot Spitzer sense of the term. If you go to YouTube and watch the video (14,907 views as of 2:40 on Thursday) it is clear that Ms. Rhodes was using the term to mean that these women will "sell" themselves to the highest bidder for political advantages. (How else to explain Ms. Clinton's recent decision to appear before Richard Scaife's Pittsburgh Tribune-Review editorial board?) I would argue that that appearance makes Ms. Clinton less of a whore and more of a hooker, but let's not quibble over technicalities.

It is OK to call Ms. Clinton a murderer, a fraud, and other foul names if you are writing for the Tribune-Review (see their coverage of the Vince Foster suicide). It is unacceptable for a radio talk show host to use pejorative language against Ms. Clinton before a small group of appreciative listeners if it is captured on tape and ends up on YouTube. So we have to assume that in this case the medium is truly the message.

Every society has its taboos. Our culture distinguishes "polite" language from "foul" language. The management of Air America Radio would have us believe that this modern taboo trumps any Constitutional rights or privileges we may think we have.

Meta Four Play Part 3 - McLuhan's Tetrad and Lévi-Strauss' Canonical Formula: Breaking Down the Formula

"I therefore claim to show, not how men think in myths, but how myths operate in men's minds without their being aware of the fact." - Claude Lévi-Strauss (1)

In my posts on January 7 and January 15 I suggested that there is an affinity between Marshall McLuhan's Tetrad and Claude Lévi-Strauss' Canonical Formula (CF). I pointed out the similarity between the Tetrad's four aspects of technology influence (enhance, retrieve, obsolesce and reverse) and the CF which states that all myths operate by a function of analogy and inversion, where f_x(a) : f_y(b):: f_x(b) : f_(a-1)(x), which can be read as "the function 'x' of (a) is to the function 'y' of (b)" as "the function 'x' of (b) is to the inversion or opposite of the original element f(a-1) when considering the original x function as an element.

This approach interprets McLuhan's Tetrad in a way different than he may have intended. Merging the Laws of the Media with the CF allows us to focus on the transformation brought about by a technology, not the technology itself. McLuhan formulated his Laws of the Media as a methodology to bring to the foreground the otherwise hidden influences of technology. My approach proposes that the Tetrad can help to reconcile technological incompatibilities, that is, the incompatible effects of a technology on human activities. A new technology no longer "enhances, retrieves, obsolesces and reverses." Instead, we can say that the Tetrad shows how the technology "empowers" one aspect of a social organization while "repressing" a related aspect that had been empowered by a preceding technology.

Lévi-Strauss has shown how the purpose of myth is to reconcile inconsistencies in a culture's world view. I am suggesting that the purpose of a Tetrad is to tell a story and that story is an attempt to resolve a contradiction brought about by the adoption of a new technology. Seen this way, the Tetrad becomes a mechanism to mediate between some characteristic of a new technology and the resulting societal effect when that technology is pushed to an extreme. I also suggest that the assumed agent of a Tetrad be brought to the foreground in order to reveal the mythic operation McLuhan’s Laws of the Media .

To take one example from McLuhan's Laws of the Media (2), a Tetrad for the automobile might look like this:

The Automobile

Enhances: Privacy
Obsolesces: The horse and buggy
Retrieves: The knight in shining armor
Reverses into: Gridlock, massive traffic jams.

A man driving his carriage past one of the first automobiles might have shouted "Get a horse!" Early cars may not have been a match for horsepower, but as the technology improved horse and buggy users were caught in a contradiction. The most efficient mode of personal travel no longer depended on horseflesh, and the automobile began the process of setting new requirements for road quality, service stops, travel times, geographic distances and expectations concerning travel. The culture of the horse was no longer relevant. What the Tetrad reveals is how a new technology creates a contradiction within the corporate and social structure fostered by the preceding technology.

It is possible that McLuhan, in formulating his Laws of the Media, demonstrated how the mythology of secondary orality will develop. In classical mythology, an agent, who represents the first part opposition of terms, performs an action that is opposed by a second agent, who performs a contradictory action. McLuhan’s Tetrad assumes an agent or agents, but only examines the results of an agent’s actions.

Re-formulating using the Canonical Formula, the automobile Tetrad might look like this:

a= New Technologies: “automobile “
x= empowering
b= prior technologies: “horse and buggy”, “knighthood”
y= repressing

If we frame the narrative of the Tetrad as a story with actors and agents, here is one possible narrative representing the effect of the automobile:

Henry Ford created a mechanical vehicle far superior to prior modes of transportation (a). He gave this “automobile” to John Q. Public so that he could go faster and travel farther. This created a private space for speedier travel f_x(a). John Q. Public stopped using the horse and buggy f_y(b). Exemplary (i.e. modern) instances of the car re-create John Q. Public as a knight in shining armor f_x(b). However, too many knights create gridlock or traffic jams, bringing travel to a standstill and reversing Henry Ford’s original intention f_a-1(y).

Thus, the privacy enhancing function of the speedy automobile f_x(a) is to its repressing function of the horse and buggy as f_y(b) as its enhancing function of retrieval of the “knight in shining armor” f_x(b) is to its reversal into gridlock when pushed to an extreme f_a-1(y) or

f_x(a) : f_y(b):: f_x(b) : f_(a-1)(x)

which is one example of how McLuhan’s Tetrad conforms to Lévi-Strauss’ Canonical Formula.

Next: Implications of the use of Levi-Strauss' Canonical Formula to understand technology change.


1. Lévi-Strauss, C. The raw and the cooked: introduction to a science of mythology, Vol. 1. New York: Harper & Row, 1964, p. 11.

2. McLuhan, M. and McLuhan, E. Laws of the media: the new science. (Toronto: University of Toronto Press, 1988), p. 148.

This Just In From the Washington Post: Women Are Dim

Sunday's Washington Post didn't see anything wrong with running an Op Ed piece by Charlotte Allen, We Scream, We Swoon. How Dumb Can We Get?

Allen argues that all women are dumb because some scream at a Barak Obama rally, some watch Grey's Anatomy, some get into car accidents and some, evidently, accept tripe as Op Ed pieces for the Washington Post. (Actually, I don't know if the editor who accepted this piece was a man or a woman, but, following Allen's own guidelines, we can assume it was a woman.)

Allen concludes her strange, mysogynistic screed with the following:

"So I don't understand why more women don't relax, enjoy the innate abilities most of us possess (as well as the ones fewer of us possess) and revel in the things most important to life at which nearly all of us excel: tenderness toward children and men and the weak and the ability to make a house a home. (Even I, who inherited my interior-decorating skills from my Bronx Irish paternal grandmother, whose idea of upgrading the living-room sofa was to throw a blanket over it, can make a house a home.) Then we could shriek and swoon and gossip and read chick lit to our hearts' content and not mind the fact that way down deep, we are . . . kind of dim."

Imagine an African American, a Muslim or a Jew writing a similar diatribe about their own demographic group: All African Americans are shiftless... All Muslims are terrorists... All Jews are greedy... Would such garbage make it into the editorial pages of the Washington Post?

As I noted in my February 20 post "Makeup Your Mind: Reflections on Cosmetics And Sports Illustrated's Swimsuit Issue," women are sometimes their gender's own worst advocates. They sometimes buy into the admonishments of the cosmetic industry, they sometimes accept the "ditzy female" stereotype with affection and they sometimes write Op Ed columns noting their own limitations as a gender.

Maybe this piece was meant to be tongue in cheek. Is Allen spoofing arguments based on gender? Does she really mean exactly the opposite of her final sentence, "Women are..kind of dim"? Where is any indication of humorous intent?

If this had been Erma Bombeck, Molly Ivens, or even, God forbid, Maureen Dowd, we may have granted some ironic intent. Who is Charlotte Allen? Does she write humor columns?Without context there will be many who take Allen at face value and assume that her own dim column is proof of her contention. Maybe Allen just doesn't have a sense of humor and we shouldn't judge all women by her shortcomings. Maybe when God created woman from one of man's ribs, the joke was on us.

To quote a famous dim man, "Stupid is as stupid does."

Makeup Your Mind: Reflections On Cosmetics And Sport Illustrated's Swimsuit Issue

A level playing field may apply in sports, but not in gender relations.

Sports Illustrated's annual paean to impossible feminine perfection celebrates an arbitrary nature/culture distinction between men and women that reflects a deep-seated cultural misogyny and perpetuates an uneven playing field in the battle of the sexes. Until our society matures to the point where women don't have to wear makeup to be considered equal to men, they will continued to be objectified and treated as less than human.

Commenting on the February swimsuit issue, the Huffington Post’s Verena Von Pfetten notes that "The SI Swimsuit Edition is like the Holy Grail of men's magazines: little to no articles, and pages upon pages of absurdly beautiful women in little to no clothing.”

While acknowledging that super model Marisa Miller looks older with all the makeup they pile on for her photo shoots, Von Pfetten doesn’t suggest that women abstain from makeup entirely: “And I know that we all have our limits. I, for one, cannot leave the house without mascara or blush. I've got flimsy mousy-colored lashes, and while tans may be tacky, my paleness always needs that little added flush. But all I'm asking is that we just lighten up. Pick your products, and use them wisely.”

That women still want to wear makeup reflects a failure of the feminist movement in particular and the immaturity of our culture in general. Makeup is a mask that allows women to tap into corporate power. I don't mean corporate as in business, but rather corporate as in the power of the group vs. the individual. Men achieve this power by actually belonging to corporations, whether they are lodge brothers or corporate raiders. Women counter by painting their faces. Hiding physical imperfections or accentuating certain features makes sense only if the result is more power for the individual, whether sexual, social or corporate.

But why makeup? The French anthropologist Claude Lévi-Strauss once asked a native informant why his people tattooed their bodies. "Because we are not animals," was the reply. That women still use makeup is a reflection of their continuing status as not-quite-human, or to put it in a more Lévi-Straussian mode, women without makeup are still seen as "natural" while men without makeup are seen as "cultural." By acceding to cosmetic industry standards of beauty, women who wear makeup promote a status quo that says that women are not equal to men. Men can be "cultural" just by showing up. Women, to participate in the culture, must put on a corporate mask.

And while a woman who uses makeup is considered "cultural," a man who uses makeup is considered absurd. Mass media meditations on masculine makeup like “Some Like It Hot,” “Tootsie” and “Mrs. Doubtfire” are always comedies.

Madison Avenue-driven cosmetic companies have made some inroads into the use of body fragrance by men, but they have not yet found the right inducement for men to paint their faces, highlight their eyes and gloss their lips. My suggestion is that advertisers market tattoos as acceptable body paint for men. Invent a tattoo "makeup" that needs regular renewal but involves some pain to apply, and your fortune is made.

In sports, the play of the game depends on who makes up the rules. In gender relations, the play of game depends on who rules the makeup.

On Ray Bradbury’s Fahrenheit 451

I am happy to see my 2007 article about Ray Bradbury and his novel, Fahrenheit 451, cited as part a bibilography connected with the National Endowment for the Arts "Big Read". I reproduce it here, or you can go to Blogcritics where it was originally published here.

Rock, Paper, Video: Ray Bradbury Interprets Fahrenheit 451
An author is not always the best interpreter of his own work.

In a recent interview in the LA Weekly News, speculative fiction master Ray Bradbury claimed that most people have misinterpreted his seminal classic Fahrenheit 451. According to Bradbury, F451 was not about censorship and the threat of a tyrannous government. It was about the way television will make us into a nation of non-readers, which means being non-reflective, hedonistic and conformist.

Bradbury now asserts that Montag and other readers in his future dystopia were pursued because they refused to conform to the television-induced stupor of the general population, not because they subverted book burning. Books were burned, not as an act of suppression, but because they were irrelevant.

As books are burned and reading becomes a crime, what do the literate rebels in Fahrenheit 451 do? They each memorize a book, and on their deathbeds they pass that work on orally to a descendant. Bradbury rightly intuited that as electronic media superseded print, the values and concerns of our culture would change. But, being literate himself, Bradbury couldn't imagine that a society without literature could be anything but childish and shallow.

Borrowing from Northrop Frye, I would like to suggest that often the author of a work doesn't always fully comprehend its significance, but I would like to go one step further. Sometimes, authors are more intuitive than they themselves realize. Fahrenheit 451 may or may not be a book about government censorship, but the more important idea that Bradbury offered way back in 1953 was that electronic media would return us to an oral culture, or as Walter J.Ong later termed it, a condition of secondary orality.

Media Ecologists identify three major eras in the development of human cultures: orality, literacy and secondary orality. Pure oral cultures existed before writing was invented and had to devise various tricks and mnemonic devices to pass hard-won knowledge from generation to generation. Rhymes, rhythms, parables and puns helped preserve oral culture. Personal skills that were valued included memory, voice and the ability to weave an encyclopedian epic from standard poetic pieces. "Rhapsodist" was Classical Greek for "weaver."

When writing was invented, information could be preserved outside of human memory, and essential cultural activities of orality like story telling and singing became pastimes. Reading, writing and 'rithmetic became the tools to educate our children. It then became of concern which medium was used to preserve the writing. Durable media like stone were long lasting, but hard to carry around. Portable media like papyrus and later, paper were easy to transport, but didn't last nearly as long. Writing not only allowed the preservation of culture, but also the distribution of that information far beyond its source of origination.

In secondary orality, the major institutions and beliefs of a culture are once again driven by modes of thought and practices based on oral communication, not literacy. Linear thinking gives way to gestalt thinking, logic is replace by intuition, and we begin to think with our "guts" rather than our heads. Computer hardware takes the place of human brain cells for information storage, but oral activities like singing return to center stage. The tools of cultural transmission may be the same as those of primary orality, but the arts are informed by a legacy of writing.

So, is Ray Bradbury an early Media Ecologist? One could say that all writers of speculative fiction are practicing speculative Media Ecology. In Bradbury's case, he could predict the outcome of adopting a new media environment without fully grasping the influence of electronic media. It is significant that by the end of Fahrenheit 451, the TV-addicted culture has destroyed itself in war and the secondary orality rebels move to rebuild society. Their ultimate supremacy signifies the ascendancy of secondary orality, not its defeat.

Performance Enhancing Drugs

In case you've been sleeping for the last 42 years, this Sunday the sports/media event known as the Super Bowl takes place. This penultimate football event, which might well be called "normal football on steroids," reminds us of all the media attention paid to the use of performance enhancing drugs in professional sports. Recent news reports of performance enhancing drug use have included sports ranging from track and field to cycling to major league baseball. These reports have focused on the transgressions of individual athletes rather than the significance of sports programming in our television culture and its influence on our attitudes concerning drug use.

From a Media Ecology perspective, it is possible to examine television content as a function of the television medium itself. As a "one to many" medium, American television acts to dictate and reinforce acceptable social norms and behavior. The content of television seems to have fallen by accident into three distinct categories : entertainment, news and advertising. In fact, these broad categories of programming each stake out a different level of social behavior to manage and control.

Advertising: TV ads deal with social versus antisocial behavior on a personal level. Television advertisements are full endorsements of performance enhancing drugs, from Pepto Bismol to Claritin to Viagra. Participation in social events and personal relationships is made possible for the individual by the use of the proper product. Sometimes the performance enhancing claim is subtle, as in ads for "smart" cereals, cold medications or vitamin supplements. Sometimes it is overt, as in ads for male and female fragrances, erectile dysfunction medications or body building shampoos.

Entertainment: Television entertainment shows are chiefly concerned with social versus anti-social behavior on an interpersonal level. The archetypal television program sets up one or more characters who exist at the borderline of social acceptance, whether they are juveniles learning the ropes, clown characters who are unaware or otherwise ignore social norms, or villains who attempt to subvert the existing social equilibrium and replace it with one of their own.

In all instances the depiction of rule breaking and resolution acts to reinforce those rules. In terms of drug usage as a breaking of social rules, Showtime's Weeds stands out in particular, though it tends to deal with the supposed social dynamics of the drug trade rather than the psychodynamics of the drug itself. Otherwise, most TV entertainment discussions of drug use and its consequences are relegated to occasional afternoon specials and to all episodes of House.

News: Television infotainment shows (otherwise known as "News Broadcasts") address this social/anti-social opposition at the public level. Public order is disturbed by rogue political activists, events of nature or common criminals. Though the particular infraction may not have been resolved by the time of the newscast, the very act of reporting frames the event in terms of acceptable and unacceptable behavior. In each case there are implicit or explicit rules which have been broken and then are reaffirmed. These programs are also full of reports about the drug or alcohol induced exploits of our celebrities, individuals whose very notariety hinges on reporting of their latest binges.

Sports: Where do sports broadcasts fit into to the structure of television content? Sports, as the WWF demonstrates each week, are mainly entertainment broadcasts. Sports participants are tightly bound by the rules of the particular sport. While any given standard entertainment program is about the breaking of rules, sports events are about abiding by rules. Each sport has a cadre of referees, line judges or umpires whose sole purpose is to make sure that the rules of the game are strictly adhered to.

In that sense, all sports are totally "made up." That is, the parties involved, no matter how adversarial they may seem, all agree to the set of rules of play. Rules determine what is allowed and what isn't, and ultimately who wins and who loses. What is acceptable or unacceptable behavior varies from sport to sport, but some set of rules always applies. At the same time, the outcome of the sporting event is not determined. The playing of a sport may be entertainment, but the result of that play is news.

This is the problem with sports programming. It is both news and entertainment. It crosses established boundaries of television content. It is a "made up" activity, but not in the same way that a comedy or drama is "made up."

So we have a basic opposition within the content structure presented by American television. On the one hand we have advertisements, where the performance enhancing drugs or products must be used, and on the opposite end we have sports where the performance enhancing drug must not be used. In between we have differing interations of this primary opposition, with entertainment and news content reflecting multiple variations of this use/don't use opposition.

The point is that we aren't concerned with the effect of drug use, or the unfair advantages performance enhancing drugs might give to advertising, entertainment or news personalities. We are concerned with the advantages performance enhancing drugs might give to professional atheletes. In their case, the use of any drug is itself a violation of the rules which state that, though any given athelete might already represent an outlier of norms concerning physical strength and ability, they shouldn't do anything "artificial" to enhance their already considerable talents.

It is not an accident that the way television content is differentiated conforms to Levi-Strauss's Canonical Formula regarding mythology:

fx(a):fy(b)::fx(b):f(a-1)(x)

In this case, the ultimate transformation promoted by corporate television (use our advertisers' products) begins with sports fx(a), the function of which is to avoid performance enhancing drugs, ie, to remain in a "natural" state. Proceeding through analogous functional areas where drug use is largely ignored fy(b) (entertainment) or is a tolerated aberration fx(b)(News), we arrive at the final iteration where the desired state is acceptance of performance enhancing drugs or products as the necessary state of being f(a-1)(x) (advertising).

The uproar created by sport-related drug use is a function of the relative position of sports in the structure of television programming, not the drug use itself.

Spawn of the Terminator

The Terminator franchise finds new worlds to conquer

In the recent TV resurrection of the Terminator trilogy, The Sara Connors Chronicles, we are presented with a new type of Terminator. In the movies we've seen Terminators take the form of muscle-bound body builders, slippery liquid-metal meanies and Fergalicious babes. In the Chronicles the newest terminator comes in the form of a teenage high school waif complete with hall pass. Played by Summer Glau, this pubescent Terminator can kick ass with the best of them, but so far has largely refrained from committing mass slaughter, preferring to slink around the Connors house in the buff (perhaps producing a different kind of mayhem.)

This is the true revelation of this latest attempt to cash in on the Terminator franchise: Terminators can come in any shape or size. In fact, if Chronicles does well in the ratings, we can expect to see the following Terminator spinoffs:

Look Who's Terminating
An infant Terminator appears and no one realizes he's a stone cold killer.

Welcome Back, Terminator
A high school teacher seems too good to be true, and in fact, he is. Gives "Sweat Hogs" a new meaning.

Leave It To Bereaver
Pre-teen high jinx as middle America is infiltrated by a juvenile Terminator. Something really new for Ward and June to worry about each week.

The Beverly Terminators
A group of clueless Terminators moves into a California mansion. First episode: They meet the Governator.

I Love Lucite
Terminators can be solid or liquid, why not plastic? A sort of "I Married a Terminator," as a zany female Terminator performs hilarious slapstick executions with near perfect comedic timing and then has some 'splaining to do.

Of course, none of these scripted shows can begin until the writers strike is settled. In the meantime reality-based Terminator shows will have to fill the gap. Old formats take on new relevance when killer robot-based:

Whose End of the Line Is It Anyway?

Who Wants to be Terminated?

Skynet's Next Top Model

Big Brother

And of course,

Survivor

You get the idea.

The Missing White House E-Mail Tapes

Claims of missing e-mails tapes flies in the face of professional data center practices.

A recent issue of the Washington Post (available here) contains an article about missing White House email backup tapes under the headline “White House Study Found 473 Days of E-Mail Gone.” The article cites White House chief information officer Theresa Payton who stated that “e-mail backup tapes were routinely "recycled" during the first three years of the Bush administration.”

Current discussions in the press about the missing White House email backup tapes operate under the mistaken assumption that enterprise data backup strategies are like home video taping. The White House claims that the backup tapes of emails were inadvertently reused, the way someone at home may inadvertently use a wedding tape to record the Super Bowl. That’s not the way it works.

I have worked in some capacity in information technology for the last 30 years. From the perspective of generally accepted IT practices, Payton’s explanation about the absence of backups for key time periods and especially for a large block of time from between 2003 and 2005 makes no sense at all.

Any professional information technology operation will follow a backup scheme that is some variation of the following:

• You backup your email servers every day, using different tapes for each day. Some organizations back up more than once a day if the volume is large enough or the material important enough.
• At the end of the week you take a master backup of everything and send it off site for permanent storage
• At that point you begin reusing your backup tapes for the new week.

Sometimes weekly backups are kept onsite with monthly backups sent to permanent storage. While it may be possible under these types of schemes to lose some data (though highly unlikely) it is almost impossible to lose a whole year’s worth of data unless the backup procedure has been compromised, or specific orders are given to delete certain information

Furthermore, no IT technician or manager would take it upon themselves to change backup procedures without explicit orders from their superiors. Someone gave the orders to change backup strategy or to destroy specific tapes. The documentation of those orders may be gone, but the people remain.

The White House’s current denial that any backups are missing can be easily verified by a standard technology audit. If I were House Oversight and Government Reform Committee Chairman Henry A. Waxman, I would obtain a list of all present and former White House data center technicians, and one-by-one, under oath, I would ask them who gave the order to change backup procedures, or the order to delete certain tapes. I would follow the IT chain of command as far as it goes.

Deletion of data, including presidential e-mails, is a form of industrial espionage. If the White House can’t prevent this sort of terrorism within their own staff, how can they protect us from foreign terrorists?