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Slides I used in the last term of Media Management Basics course I did until 2010 at Graduate School of Media Design, Keio University. Includes "Reading Drucker from a Viewpoint of a Manager of Human Civilizations."
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Introduction to Media Management
8. Practical Mediology 1
Kenji Saito <[email protected]>
SFC ∆N214
Graduate School of Media Design, Keio University
Fall 2010
Introduction to Media Management: Practical Mediology 1 – p.1/61
“Technology is neither good nor bad, nor evenneutral. Technology is one part of the complex ofrelationships that people form with each other andthe world around them; it simply cannot beunderstood outside of that concept.”
— Samuel Collins
Introduction to Media Management: Practical Mediology 1 – p.2/61
Mediology (Oct/25,27, Nov/1)
DAY 1Discuss what changes and problems arise when a newmedium (new technology) is cast into a society
Practice: Draw a media tetrad (assignment for everyone to draw another)Reading:M. McLuhan, “The Gutenberg Galaxy: The Making of Typographic Man”M. McLuhan, “Laws of Media: The New Science”P.F. Drucker, “Management: Tasks Responsibilities Practices”
DAY 2Discuss who would react how if a new medium is cast into asociety based on a hypothetical example, and find out whatproblems would arise
Text: B. Sterling, “Maneki Neko”
DAY 3
Debate on the issues with respect to a new hypotheticalmedium from DAY 2 in the form of a simulated public hearing
Introduction to Media Management: Practical Mediology 1 – p.3/61
What is a medium anyway?
What are ‘media’ in ‘Graduate School of Media Design’?
Introduction to Media Management: Practical Mediology 1 – p.4/61
What is a Medium?
Any extension of ourselves
– M. McLuhan “Understanding Media”
I think that we may call anything existing between twopersons a ‘medium’
– Kazuhiko Hachiya
⇒ In this class, a medium is defined as follows:Any artifact, technology or being among people
Introduction to Media Management: Practical Mediology 1 – p.5/61
What is a Medium?
Any extension of ourselves
– M. McLuhan “Understanding Media”
I think that we may call anything existing between twopersons a ‘medium’
– Kazuhiko Hachiya
⇒ In this class, a medium is defined as follows:Any artifact, technology or being among peopleEx. automobile, IP, HTTP, HTML, blog, industrialsociety, air
Introduction to Media Management: Practical Mediology 1 – p.5/61
Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.6/61
“LAWS OF MEDIA”
Marshall and Eric McLuhan, “Laws of Media”
Introduces a tool to think about media
Tetrad (group of four)
Enhances, Obsolesces, Retrieves, Reverses into
Introduction to Media Management: Practical Mediology 1 – p.7/61
Tetrad (of Media Effects)
‘What general, verifiable statements can be madeabout all media?’ We are surprised to find only four,here posed as questions:
What does it enhance or intensify?
What does it render obsolete or displace?
What does it retrieve that was previously obsolesced?
What does it produce or become when pressed to anextreme?
– M. & E. McLuhan “LAWS OF MEDIA”
Questions that can be asked about any mediaWhat are the side effects of the medium?
A tool to realize what have not been realized
Introduction to Media Management: Practical Mediology 1 – p.8/61
Ex. Tetrad for Automobiles
Human mobility
Privacy
Traffic jam
Traffic accidents
ENH REVRET OBS
Freedom ofmovement
Personal space
Horses, horsecarriages and relatedindustries
Urban living space
Introduction to Media Management: Practical Mediology 1 – p.9/61
Enhancement
What does the artefact enhance or intensify or makepossible or accelerate?
– M. & E. McLuhan “LAWS OF MEDIA”
For example, automobilesEnhance mobility of humanMake mobile private space possible
Introduction to Media Management: Practical Mediology 1 – p.10/61
Obsolescence
If some aspect of a situation is enlarged orenhanced, simultaneously the old condition orunenhanced situation is displaced thereby
What is pushed aside or obsolesced by the new‘organ’?
– M. & E. McLuhan “LAWS OF MEDIA”
For example, automobilesMake horses, horse carriages and relatedindustries obsoleteMake urban living space obsolete (birth ofsuburbs)
Introduction to Media Management: Practical Mediology 1 – p.11/61
Retrieval
What recurrence or retrieval of earlier actions orservices is brought into play simultaneously by thenew form?
What older, previously obsolesced ground is broughtback and inheres in the new form?
– M. & E. McLuhan “LAWS OF MEDIA”
For example, automobilesRetrieve freedom of movement by one’s own willRetrieve personal space
Introduction to Media Management: Practical Mediology 1 – p.12/61
Reversal
When pushed to the limits of its potential, the newform will tend to reverse what had been its originalcharacteristics
What is the reversal potential of the new form?
– M. & E. McLuhan “LAWS OF MEDIA”
New technology produces new accidents
– Paul Virilio
⇒ Let’s also consider accidents as reversal
For example, automobilesWeaken mobility and privacy with traffic jamTake away mobility and privacy with trafficaccidents
Introduction to Media Management: Practical Mediology 1 – p.13/61
Ex. Tetrad for Automobiles
Human mobility
Privacy
Traffic jam
Traffic accidents
ENH REVRET OBS
Freedom ofmovement
Personal space
Horses, horsecarriages and relatedindustries
Urban living space
Introduction to Media Management: Practical Mediology 1 – p.14/61
Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.15/61
“THE GUTENBERG GALAXY”
Marshall McLuhan, “The Gutenberg Galaxy: The Making of
Typographic Man”
The invention and its impacts
Introduction to Media Management: Practical Mediology 1 – p.16/61
Gutenberg’s Typographical Printer
Johannes Gutenberg1398? ∼ 1468?
Invented typography inaround 1445, combiningvarious existingtechnologies of the time
Hinted by a wine-pressGutenberg Typographical Printer
Introduction to Media Management: Practical Mediology 1 – p.17/61
Gutenberg Bible
180 copies were made onpaper and papyrus inabout five years startingfrom 1450
48 copies remain
The copies are owned byKeio University, British Li-brary, etc. Gutenberg Bible (Keio)
Genesis Exodus
Introduction to Media Management: Practical Mediology 1 – p.18/61
Meaning of This Invention
The invention of typography confirmed and extendedthe new visual stress of applied knowledge, providingthe first uniformly repeatable commodity, the firstassembly-line, and the first mass-production.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.19/61
From Manuscripts to Printing
ManuscriptsRare resourcesContent and formats are inhomogeneous andinconsistentIdentity of text is not certain, no clarification ofquotes, mosaic-likeViewpoints are not fixed
PrintingMass-produceableConsistently written and formattedTexts are identically copiedViewpoints are fixed
Introduction to Media Management: Practical Mediology 1 – p.20/61
Tetrad for Typography
Homogeneous andnumerous copies
Fixed points of view
Digital media
ENH REVRET OBS
Renaissance Manuscripts
Books as audio media
Introduction to Media Management: Practical Mediology 1 – p.21/61
The Gutenberg Galaxy
Birth of ‘authors’
Establishment of scientificmethods
Acceleration of nationalism
Preparation for birth of movingimage
Establishment of differencebetween complete andincomplete materials
Establishment of individualism
Monotonization of mass culture:
⇒ Prepared the industrial society
Introduction to Media Management: Practical Mediology 1 – p.22/61
Birth of ‘Authors’
Identity of texts was not guaranteed before printingEach manuscript possibly had different usage ofcommas, plural/singular forms, etc.
The invention of printing did away with many of thetechnical causes of anonymity, while at the sametime the movement of the Renaissance created newideas of literary fame and intellectual property. . . .
Authorship before print was in a large degree thebuilding of a mosaic
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.23/61
Establishment of Scientific Methods
Scientific methods, i.e.Building up hypotheses and conductingexperiments with consistent viewpoints, andRecording the achievements in the form ofpapers, so that others can reproduce the resultsor utilize them for economy of thought,
were not possible before fixation of viewpoints andthe technology to make exact copies of the papers
The assembly line of movable types made possible aproduct that was uniform and as repeatable as ascientific experiment.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.24/61
Acceleration of Nationalism
Beginning of collective national consciousness
Visualization and unification of ethnic languagesBirth of mass mediaPropaganda with (moving) images
. . . there is a mystery about nationalism. It neverexisted before the Renaissance, . . . The answer . . . isin the efficacy of the printed word in first visualizingthe vernacular and then creating that homogeneousmode of association which permits modern industry,markets, and the visual enjoyment of national status.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.25/61
Preparation for Birth of Moving Image
. . . [Cinema] is a consistent series of static shots or“fixed points of view” in homogeneous relationship.
– M. McLuhan “THE GUTENBERG GALAXY”
. . . the image viewed by each audience isunmistakably the image caught by the eye of thecamera, regardless of the positions of their seats. . .
– P. Virilio “GUERRE ET CINÉMA I”
Introduction to Media Management: Practical Mediology 1 – p.26/61
Separation of Complete and Incomplete Materials
The printed version is the complete one, clearlydistinguished from manuscripts being worked on
But in the days before the invention of printing thisdistinction would not by any means be so apparent.Nor could it be determined so easily by otherswhether any particular piece written in the deadauthor’s handwriting was of his own composition or acopy made by him of somebody else’s work.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.27/61
Establishment of Individualism
Reading before printing was a group activity
It has transformed itself into a personal actPortable knowledgeEqual accesses to knowledge
The portability of the book, like that of theeasel-painting, added much to the new cult ofindividualism.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.28/61
Monotonization of Mass Culture
To make publishing a successful business, massprinting of popular and selling books was necessary
Birth of gate keepersMedia decide the possibility for a specificinformation to be accessible
Mechansim for information transfer with centricforces
Popular information only can be wide-spread
Introduction to Media Management: Practical Mediology 1 – p.29/61
Infiltration of Typographical Culture
For the first 50∼100 years, typography was regardedjust as a convenient technique
For making manuscripts without handwritingPrinted materials maintained the old format ofmanuscripts
Until more than two centuries after printing nobodydiscovered how to maintain a single tone or attitudethroughout a prose composition.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.30/61
Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.31/61
THE REVERSED GALAXY – Changes Caused by Digital
Media
What are the impacts of digital media?
Introduction to Media Management: Practical Mediology 1 – p.32/61
Tetrad for Typography
Homogeneous andnumerous copies
Fixed points of view
Digital media
ENH REVRET OBS
Renaissance Manuscripts
Books as audio media
Introduction to Media Management: Practical Mediology 1 – p.33/61
Let’s Draw a Tetrad
Draw a tetrad for digital mediaEnhancement
What does it enhance or intensify?
ObsolescenceWhat does it render obsolete or displace?
RetrievalWhat does it retrieve that was previously obsolesced?
ReversalWhat does it produce or become when pressed to anextreme?
If it looks difficult, think of something concrete suchas blogs, Wikipedia or Twitter
Introduction to Media Management: Practical Mediology 1 – p.34/61
The Gutenberg Galaxy
Birth of ‘authors’
Establishment of scientificmethods
Acceleration of nationalism
Preparation for birth of movingimage
Establishment of differencebetween complete andincomplete materials
Establishment of individualism
Monotonization of mass culture:
⇒ Prepared the industrial society
Introduction to Media Management: Practical Mediology 1 – p.35/61
The Reversed Gutenberg Galaxy
Death of “authors”
Reconsidering scientific methods
Acceleration of Earth-scale view
Everyone becomes a film director
Indistinguishable complete andincomplete materials
Promotion of collaboration
Diversification of culturalphenomena:
⇒ Prepared what comes next to theindustrial society
Introduction to Media Management: Practical Mediology 1 – p.36/61
History of Social Changes
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)Transition from agricultural to industrial society
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)Transition from agricultural to industrial society
Upcoming shift (21st century)
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)Transition from agricultural to industrial society
Upcoming shift (21st century)Industrial society will terminate before your retirement
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)Transition from agricultural to industrial society
Upcoming shift (21st century)Industrial society will terminate before your retirement
Transition from industrial to ??? society
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)Transition from agricultural to industrial society
Upcoming shift (21st century)Industrial society will terminate before your retirement
Transition from industrial to creative society?
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)Transition from agricultural to industrial society
Upcoming shift (21st century)Industrial society will terminate before your retirement
Transition from industrial to creative society?↑ Sorry, type mismatch
Introduction to Media Management: Practical Mediology 1 – p.37/61
History of Social Changes
Agriculturalization (more than 15,000 years ago)Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)Transition from agricultural to industrial society
Upcoming shift (21st century)Industrial society will terminate before your retirement
Transition from industrial to creative society?↑ Sorry, type mismatch
Changes in how we share knowledge prepare forsocietal changes
But we need to take a look at this from energy pointof view Introduction to Media Management: Practical Mediology 1 – p.37/61
Peak Oil/Coal/Uranium. . .
http://www.theoildrum.com/node/5177
Peak Oil
The point in time when themaximum rate of globalpetroleum extraction is reached,after which the rate ofproduction enters terminaldecline (Wikipedia)
After that, economy must slowdown
We have already entered the era ofpeak oil
Moreover, all major energy sourceswill reach their production peak bythe end of the first half of this century
Civilizations as we know today willterminate before you retire
Introduction to Media Management: Practical Mediology 1 – p.38/61
A Big Picture — of Human Civilizations
Solar Energy
Humanosphere
Natural Reproduction
Heat
Mostly oil as its stock in the 20th cent.
Redirection ofEnergy Flow
Sun is the dominant sourceof energy in the atmosphereof Earth
Human makeshumanosphere on Earth,utilizing the redirected energyflow
As results, heat andwaste are produced
Introduction to Media Management: Practical Mediology 1 – p.39/61
A Big Picture — of Human Civilizations
Solar Energy
Humanosphere
GenerateNatural Reproduction
Heat
Mostly oil as its stock in the 20th cent.
Information Flow
Redirection ofEnergy Flow
Sun is the dominant sourceof energy in the atmosphereof Earth
Human makeshumanosphere on Earth,utilizing the redirected energyflow
As results, heat andwaste are produced
We control energy flow togenerate information flow
Introduction to Media Management: Practical Mediology 1 – p.39/61
A Big Picture — of Human Civilizations
Solar Energy
Humanosphere
Generate
Control
Natural Reproduction
Heat
Mostly oil as its stock in the 20th cent.
Information Flow
Redirection ofEnergy Flow
Sun is the dominant sourceof energy in the atmosphereof Earth
Human makeshumanosphere on Earth,utilizing the redirected energyflow
As results, heat andwaste are produced
We control energy flow togenerate information flow
That information flow controlsenergy flow, causing everyproblem
Introduction to Media Management: Practical Mediology 1 – p.39/61
Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.40/61
Managing Civilizations
To share a viewpoint
NEO IN WONDERLAND — A Tale of Money That Changed
Our Future
Reading Drucker from a Viewpoint of a Manager of Human
Civilizations
As an introduction to the theme
Introduction to Media Management: Practical Mediology 1 – p.41/61
NEO IN WONDERLAND
A sci-fi monetary fantasy
Existence of technology tochange monetary economycompletely
P2P money that isconsistent withmaterial/energycirculation on Earth
Free English translation
http://grsj.jp/neo.pdf(CC-BY-SA 3.0)
Introduction to Media Management: Practical Mediology 1 – p.42/61
Why Science Fiction?
SF (science fiction) isA literary or cinematic genre in which fantasy,typically based on speculative scientificdiscoveries or developments, environmentalchanges, . . ., forms part of the plot or background.— American Heritage
Fictions with existing technology are just realEx. A medical drama such as “ER”
In a sci-fi story, unknown technology creates a dramaEx1. Nanomachine medicationEx2. Autopsy Imaging
Designing new media and cast them into a society= Living a near-future science fiction for real
Introduction to Media Management: Practical Mediology 1 – p.43/61
Reading Drucker from a Viewpoint of a Manager of HumanCivilizations
P.F. Drucker, “Management: Tasks Responsibilities Practices”
Introduction to Media Management: Practical Mediology 1 – p.44/61
Motivation
Reading “If a female
student manager of a high
school baseball team read
Drucker’s “Management””
Introduction to Media Management: Practical Mediology 1 – p.45/61
Motivation
Reading “If a female
student manager of a high
school baseball team read
Drucker’s “Management””
Made people realize that
the book can be applied to
any organization
Introduction to Media Management: Practical Mediology 1 – p.45/61
Motivation
Reading “If a female
student manager of a high
school baseball team read
Drucker’s “Management””
Made people realize that
the book can be applied to
any organization
This art of management
must be applicable to the
whole civilization!
Introduction to Media Management: Practical Mediology 1 – p.45/61
To read Drucker from a viewpoint of managing civilizations
Business, Enterprise → Civilization
Entrepreneurship → Our Research
Society → Earth
Economy → Circulation of Energy and Materials
Introduction to Media Management: Practical Mediology 1 – p.46/61
Drucker says (on Purpose of Business)
To know what a business is, we have to start with itspurpose
Its purpose must lie outside of the business itself
In fact, it must lie in society, since businessenterprise is an organ of society
There is only one valid definition of businesspurpose: to create a customer
Introduction to Media Management: Practical Mediology 1 – p.47/61
Drucker says (on Customers and Definition of Business)
“Who is the customer?” is the first and the crucialquestion in defining business purpose and businessmission
It is not an easy, let alone an obvious question
How it is answered determines, in large measure,how the business defines itself
Introduction to Media Management: Practical Mediology 1 – p.48/61
Drucker says (on Customers and Definition of Business)
“Who is the customer?” is the first and the crucialquestion in defining business purpose and businessmission
It is not an easy, let alone an obvious question
How it is answered determines, in large measure,how the business defines itself
The customer of a civilization is Nature, and for themost part Biosphere
Introduction to Media Management: Practical Mediology 1 – p.48/61
Drucker says (on Customers and Definition of Business)
“Who is the customer?” is the first and the crucialquestion in defining business purpose and businessmission
It is not an easy, let alone an obvious question
How it is answered determines, in large measure,how the business defines itself
The customer of a civilization is Nature, and for themost part Biosphere
To be productive is, for example, to maintain andenhance Biodiversity
Services that Nature provides for human (annually US$33T) worth nearlydouble of the world’s GDP altogether
Introduction to Media Management: Practical Mediology 1 – p.48/61
Drucker says (on Two Functions of Business)
There will always be, one can assume, a need forsome selling
But the aim of marketing is to make sellingsuperfluous
The aim of marketing is to know and understand thecustomer so well that the product or service fits himand sells itself
The second function of a business is,. . ., innovationIntroduction to Media Management: Practical Mediology 1 – p.49/61
Drucker says (on Two Functions of Business)
There will always be, one can assume, a need forsome selling
But the aim of marketing is to make sellingsuperfluous
The aim of marketing is to know and understand thecustomer so well that the product or service fits himand sells itself
Selling → Development
Marketing → Natural ScienceTo sell → Utilization of resources (bring human apparatus into Nature)
Ex. Use parachute instead of reverse the engine if there’s atmosphere
The second function of a business is,. . ., innovationIntroduction to Media Management: Practical Mediology 1 – p.49/61
Drucker says (on Innovation)
Innovation is not science or technology, but value
Innovation is not something that takes place insidean organization but is a change outside
The measure of innovation is impact on theenvironment
Introduction to Media Management: Practical Mediology 1 – p.50/61
Drucker says (on Innovation)
Innovation is not science or technology, but value
Innovation is not something that takes place insidean organization but is a change outside
The measure of innovation is impact on theenvironment
Innovation of civilization is a change outside (=Earthly environment)
To think positively of our influences over Nature
Introduction to Media Management: Practical Mediology 1 – p.50/61
Drucker says (on Survival of Business)
The social dimension is a survival dimension
An enterprise exists in society and the economy
Within an institution one always tends to assume thatthe institution exists by itself in a vacuum
And managers inevitably look at their businessfrom the inside
But the business enterprise is a creature of societyand the economy
Society or the economy can put any business out ofexistence overnight
Introduction to Media Management: Practical Mediology 1 – p.51/61
Drucker says (on Strategic Planning)
Another, even more compelling, reason whyforecasting is not strategic planning is thatforecasting attempts to find the most probable courseof events or, at best, a range of probabilities
But the entrepreneurial problem is the unique eventthat will change the possibilities
Introduction to Media Management: Practical Mediology 1 – p.52/61
Drucker says (on Structures)
Strategy –that is, the answers to the questions,“What is our business? What should it be? What willit be?” determines the purpose of structure
Answering those questions determines the keyactivities in a given business or service institution
Effective structure is the design that makes these keyactivities capable of functioning and of performance
Introduction to Media Management: Practical Mediology 1 – p.53/61
Structure with Earth Scale Operating System
Present
Hardware
Applications
Users
OS
Human
Economy
Financial System
Human
Human Economy
Earth-Scale OS
Earth and BiodiversityEarth and Biodiversity
Near Future
Exploitation
Poor People, Nature, Life Forms and Children
Benefitsin Return
Marketing andInnovation
Introduction to Media Management: Practical Mediology 1 – p.54/61
Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.55/61
Subject of Discussion
Network gift economyfrom Bruce Sterling’s “Maneki Neko”
“We computer cops have names for your kind of people.Digital panarchies. [snip]. . .You’re a tax evader! You’re livingthrough kickbacks! And bribes! And influence peddling! Andall kinds of corrupt off-thebooks transactions! [snip] Well, yournetwork gift economy is undermining the lawful, governmentapproved, regulated economy!”
“Well,” Tsuyoshi said gently, “maybe my economy is betterthan your economy.”
Introduction to Media Management: Practical Mediology 1 – p.56/61
Maneki Neko
“Maneki Neko” is one of many gift economy networks
Terminal devices direct people for mutual aids
Sometimes, direction is made to help non-members
Members know one another with common gestures
In the case of “Maneki Neko”, a catpaw gesture
An assistant federal prosecutor from Providence,Rhode Island, USA bagged hardware from asoftware pirate
Attacks began by “Maneki Neko” whose network was
partially damaged by the act
But it turns out to be another direction for a meeting
Introduction to Media Management: Practical Mediology 1 – p.57/61
Further Settings for the Sake of Discussion
How did the gift economy started?A group of freesoftware including A.I. was castinto the open global sensor network environment
The A.I. network began to use human beings as actuatorsfor optimization by the metrics of happiness
The group of freesoftware has been maintainedby volunteers
The first author was an anonymous programmer
Introduction to Media Management: Practical Mediology 1 – p.58/61
Assignment for Everyone
1. Draw a media tetrad for the network gift economyJust enumerate items for ENH, RET, OBS and REV
2. Enumerate who (or what organizations) wouldreact from what points of view if the network gifteconomy is cast into our society
At least 3 instances
3. Assuming that the U.S. congress will hold a publichearing on the matter of handling network gifteconomy (surficially on the matter of a missing assistant federal prosecutor of
Rhode Island), enumerate with reasons 3 parties thecongress would call as witnesses
Introduction to Media Management: Practical Mediology 1 – p.59/61
How to Submit
Send an e-mail message to [email protected]
Subject: media management
Write your name, student # and your answers in themail body (no attachments necessary)
Be concise!
Deadline: Wednesday, October 27, 2010, 03:00 JST
Introduction to Media Management: Practical Mediology 1 – p.60/61
See you on Wednesday!
Introduction to Media Management: Practical Mediology 1 – p.61/61