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Marshall McLuhan 1966 Address to the Authors Luncheon
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McLuhan at Authors Luncheon (Dec 1966) • Marshall McLuhan’s 36-minute lecture, “Address to the Author’s Luncheon,” a talk delivered to members of the book publishing industry on Dec. 7, 1966 at the Shoreham Hotel in New York City, provides a window to his principles or probes, as he preferred to call his mental explorations. Early in his talk McLuhan states he no longer used the term global village, for global theater is more appropriate. People are no longer interested in jobs, they want roles. People want involvement in the electronic environment, and are no longer satisfied with being a cog in a machine. The machine, the old industrial environment, had passed and the world was moving to an electronic environment. McLuhan's speech works to prepart the audience of publishers for a revolution in their world, a revolution he felt was well underway. • Description: • McLuhan makes his first serious point, an observation on the nature of comedy. Jokes in Canada revolve around bilingualism and the problems of French Canada but a new round of jokes resulted from “a new interface, a new irritation area” and led to “great floods of Newfie jokes” much like the Italian and Polack jokes making the rounds in the United States. • McLuhan’s hint at chastisement for the publishing audience reflects a level of dismay at their lack of recognition of Rome burning around them. The publishers can be excused for their tepid response to McLuhan’s news on children. McLuhan’s comments directed at children’s books were only a preview for his next warning for the publishing industry-- the transition from hardware to software. • McLuhan uses lighthearted name-dropping as a method for preparing the audience for heavier material. He mentioned Timothy Leary, being neighbors with Jack Paar and an encounter with Ann Landers, the gossip columnist. He adds some more quip but stops quickly with the comment: “Xerox is software. • McLuhan asked himself what technology might go around television as the dominant electronic medium and hypothesized the hologram might be next. Sadly, McLuhan died in 1980 before personal computers and cellphones entered the marketplace, though he envisaged this development back in 1965. Check out the statements made by McLuhan gave in New York in May 1965, and a summary of the speech by a New Yorker reporter: • He discussed the depth-involving qualities of sunglasses, textured stockings, discotheques, and comic book; reported on the iconic properties of Andy Warhol’s signed soup cans: and predicted a happy day when everyone will have his own portable computer to cope with the dreary business of digesting information. Dr. McLuhan has earned a reputation among the cognoscenti as the world’s first Pop philosopher. (New Yorker May 15, 1965 p.43) • More info: • https://mcluhangalaxy.wordpress.com • http://www.marshallmcluhanspeaks.com • http://www.mcluhanonmaui.com
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