Aula ministrada em 2019/1. anabrambilla@gmail.com

1. Is the technology
INVISIBLE?
Ana Brambilla
Mar/19

3. When we pay too much attention to the content,
we ignore the power of form in shaping our
experience. So, if you don’t understand the
medium, you don’t fully understand the message.

4. The Medium is The Message

5. Collective
Experience
Sensorial
Emotional
Tribal
participation

6. Lineal
Rational
Alone
experience
You accept
everything by
your point of view
Civilized
Distancing

7. FOCUSED INPUT
DISPERSE INPUT
Emotional
Inclusive
Simultaneous
Rational
Selective
Sequential

8. Tribal man Individual man Tribal man
Whole, integral
Auditory, orality
Organic
Hyper
SENSORIAL
Live
Sequential
Uniform
Analytic
Manufactured
Phonetic Alphabet
Asynchronous
MIDDLE AGE PRINT MEDIA ELECTRONIC
MEDIA
Whole, integral
Auditory, orality, visual
Organic
Hyper SENSORIAL
Live
Unconsciousness
Atrophy

10. We are living in a TRANSITIONAL ERA
between the old rational and sequential culture
to an organic integral culture, which generates
an empty about identity: WHO AM I?
TO WHICH CULTURE DO I BELONG?

11. 1. What does the technology enhance
or intensify?
2. What does the technology displace
or render obsolete?
3. What does the technology recover
that was previously lost?
4. What does the technology produce
or become when pushed to an
extreme?

12. “Another strange effect of this
electric environment is the
total absence of secrecy. With
the end of secrecy goes the end
of the monopolies of
knowledge. Everything happens
at once. There’s no continuity,
there’s not connection, there’s
no follow-through. It’s just all
now.”
Recommended (historic) reading:
http://web.cs.ucdavis.edu/~rogaway/classes/188/spring07/mcluhan.pdf
To the next session:
http://bit.ly/maffesoli_2003