In the McLuhan’s Global Village theory should be understood in his key phrase the Medium is the message: with this phrase McLuhan’s points attention on the difference between the passive and active perception.
With passive perception, i mean the pre-owned way of visual arts: Movies, Photographies, Paintings. In perciving passively means that our cognitive effort is mainly on the reflective level: We consciously compare the art piece with our personal past experience, that’s why R. Barthes was talking about the studium of the picture and the punctum: the studium was the process to understand the image and its context and temporality as the punctum was the process of discovery what we find interesting in the picture or the subject underlined by photographer.
With active perception i mean the way to pre-own an instrument, a tool, a device, a new media: the process own the part of passive perception but some how the conscious logical effort is less focus cause we are busy on the actions on the system.
We should use a system, in a transparent way we will compare the intention of act and the result of our action on a reflective plan, but symoultaneously our actions to solve the task will work on the behavioural plan as the whole of the action will work, more deep than with a picture, on the visceral plan. (Consideration about the seven stages of the action D.Norman Design of everyday things)
Without stop me also on the rewards, positive feed backs, that the system will give us in the case of a video game or an app.
From this situation the McLuhan’s Global Village theory was borned:
In McLuhan’s Global Village the communications happen instantly everywhere. We are bombed by informations, images, and we pre-own these information with the use and action applayed on meta instruments: browsers, devices etc.
There is no time to stare, there is a need of act and react in a never ending process.
This will brings us to a continuos confrontation with our identity and image of se. Individually It’s up to personal colture and sensibilty but we are all exposed by this process in the whole when we play or use a social network.
The result of this identity loss and spotting of social differences in McLuhan’s vision will bring us to two important social behaviors: First we will became all artists in terms of someone who invent and creates his own meta world as reaction of a dislikes and analisys of the world. (Mass Medias and education McLuhan) and at second we will agregate us in the form of tribes unified by common goals or individual properties: this is what happens now with startup coltures for instance but will talk in details about that in the next arcticle.
Even if more states specially in europe are going back to the discovery of their traditions, and there are also, we could call them tribes, that for fear and misvision are going back to a nationalism sense and conservative process. This happen cause actually we are living a clash between a piramid structured society, conceived in the age of modern era, and the needs of human beings wich are all the same and more simple as our human way to think is more organic than linear and structured as a book or a movie. But this is called divergent thinking and is a peculiarity of kids and creative minds. (The Rsa “Changing Paradigm“)
To back to McLuhan the next alphabetization will be the learning of the masses to code as ability to use electronic devices.
We actually are living really differences between who know how to code and who don’t. But at the end of this process the only solution is will be to don’t play wars as the Joshua simulation.