McLuhan explains that the printing press created the individual, while television returns us to the tribal. No one’s on the margins watching television. You’re either in or you’re out, and games on television up the ante. “Games are popular art, collective, social reactions to the main drive or action of any culture” (1964, p. 208). Art is magic, transference, transubstantiation of the base metals of our daily lives into something beyond us, beyond the daily bread and the process that brings bread to the table. Literacy, McLuhan argued, created individual point of view, eliminating the tribal view that was all inclusive. Games return individuals to a tribal mode, creating a “situation contrived to permit simultaneous participation of many people in some significant pattern of their own corporate lives” (p. 216). Games on television are a nonliterate art form.
Turn on the TV, put the game on, and join the crowd. The TV screen is a mosaic of dots compelling audience participation: no knitting, no reading – everyone’s paying attention. TV works like a cartoon drawing; the viewer sees only a few of the many dots and must fill in the rest. TV is all at once and ongoing, unlike a book, which is sequential, like a long train ride, each passenger in a private, individual seat. TV performs its violence by capturing the viewer, who can not turn away.
McLuhan explains why baseball is individual and literate and a poor game to watch on TV while football is tribal and all inclusive and trumps baseball as a TV sport: “The characteristic mode of the baseball game is that it features one-thing-at-a-time. It is a lineal, expansive game which, like golf, is perfectly adapted to the outlook of an individualist and inner-directed society. Timing and waiting are of the essence, with the entire field in suspense waiting upon the performance of a single player. By contrast, football, basketball, and ice hockey are games in which many events occur simultaneously, with the entire team involved at the same time. With the advent of TV, such isolation of the individual performance as occurs in baseball became unacceptable” (p. 284). The players in football are non-specialists (compared to the players in baseball). The team moves at once, together, in the same direction. All the players are viewed on the screen at once – this is almost impossible to do with a TV camera at a baseball game.
Baseball is a snooze on television, while football is an ecstatic TV game. Baseball is slow, the game of languorous summer, like reading a book. The reader can put the book down and pick it up again later; there’s no clock, so there’s no need for an official time out. In baseball offense, the players sit in the darkened dugout like unread pages in a book, while on the TV gridiron the all inclusiveness is all involving as both offense and defense assume their roles simultaneously.
The popularity of baseball is declining, as reading is declining, and for the same reason. Football’s ascendance in popularity parallels and mimics what’s happening in the culture, the increasing need for a game that is all inclusive, tribal in nature, and an all-at-once experience – a game that is nonliterate.
McLuhan, M. (1964). Understanding media: The extensions of man. New York: New American Library.
















We enjoyed Gordon Marino’s recent piece in the Times,
We try to imagine a world without cars. Given our experience, it’s difficult: our MOS was wheeled and track vehicle mechanic; we parked cars at the old LA International while working our way through college; we underwrote autos for a time. Our first car was a 1956 Chevy, purchased for $75 from our friend Gary leaving for Vietnam – he never returned. Our second car was a 1949 Ford pickup truck, called the “Peace Truck” for a small peace sign decal we put in the center of the rear window – we used the truck for surf trips. Then we went through a series of old Volkswagens, mostly bugs, but we did have a VW van for a time – it blew a rod one night on way home from a Jimmy Hendrix concert. We try to imagine Kerouac’s On the Road without cars: impossible.
The frequency and severity of institutional crashes lately keep ringing in our ears. What becomes of credibility and reliability when the actuarial body politic, responsible for making the rules, tracking the results, and revising accordingly, errors in judgment, planning, execution, and follow-up? First AIG, now APA.
There’s nothing better than being on the water. Another blog we’ve been following recently,
We are reminded of Joshua Slocum’s classic, 
The cover story of the September 17 issue of
Students often wonder aloud at the minutiae of publication manuals. New editions of both the
Again
I played the Yevtushenko, and during the “Babi Yar” poem, nine minutes long on the album, I noticed that one of the Russian students was crying. Later, I apologized, concerned that the poetry had suggested some bad memories. But that wasn’t the reason for his crying at all, he told me. It was the fact that we could listen to this record in our classroom without feeling any kind of fear. “What a country I have come to,” he said. “We can play this record in our classroom and no one even cares.”
My health care piece, “An object lesson in health and happiness,” appeared in the Saturday, August 29, 2009 print edition of
We cross the border into

At the bottom of her
On 7 December 2006, the informative and engaging blog Steamboats Are Ruining Everything
Why facebook? Why not faceweb? The web is not a book. Then again, what is a book? What is a web? The web is like an illuminated manuscript.
…facebook, face + book, already a metaphor, specialized. Books are sequential, linear; facebook is mosaic, multidirectional: The face as book, borrowing book as ethos for the face that is prepared, so a face with credibility, reliability, with a fixed point of view. Really? Eye contact; I contact, enter-face. “Manuscript culture is conversational if only because the writer and his audience are physically related by the form of publication as performance” (McLuhan, [The Gutenberg Galaxy], 1962, p. 105). Webworm.
Madison Avenue was first to show interest in McLuhan’s ideas. What were those ideas? He did not argue an aesthetic, as
There is no place to hide in the existentialism of Sartre and Beauvoir, but one does not go there to hide, but to realize. Jesus was the first existentialist (as Kierkegaard showed), and the early Christians lived by choice, reborn in an existential rejection of a status quo existence, rejecting their birth rights (and wrongs), if they had any, their birth situation, for a choice that gave meaning to their lives. The early Christians chose choice; they chose freedom, and the choice was all encompassing.
We know technology
John Linker’s
The mixture of violence with comedy in Flannery O’Connor’s stories offers up an absurd exaggeration of the ordinary. The Coen brothers must be fans, and Flannery a precursor to their film style. Flannery’s ritual, taken from the church and put out on the street, in the fields, or confined to crowded houses, yet still proudly clad in the absurd array of ecclesiastical colors, seems to undermine any serious attempt at self-discovery, yet speaks to where we come from, who we are, where we might be going, and who might be watching.
An old friend from our South Santa Monica Bay days writes, “Did I hear that right? 5 day forecast for around here is in the upper 80’s. Visibility for miles. Air quality is wonderful. But, this is January.”
We are reminded again of Camus’s “The Sea Close By”: “I grew up with the sea and poverty for me was sumptuous; then I lost the sea and found all luxuries gray and poverty unbearable” (p. 172). And this, from “Return to Tipasa”: “In the depths of winter, I finally learned that within me there lay an invincible summer” (p. 169).
In December of 1930, E. B. White wrote a piece for the New Yorker about the garbageman. “They have the town by the tail and they know it,” White concluded, after a brief study of the can collector’s habits. We like to watch the trashman too, the descendants of White’s subjects, wrestling now with new regulations, recycling, knowledge of toxic waste, but still masters of noise and dust, their barking trucks heard for blocks, avalanches of glass announcing last call for trash. But while today’s garbageman may still have the city by the tail, surely it’s the plumber has it by the nose.
Comfortably ensconced in our reading lair, hidden behind the arras of the Dec. 8 New Yorker, perusing the cartoons, time passing easily, and find our Eric has been at work on his French, annotating the Mankoff cartoon caption “A la Recherche des Cheveux Perdus” (p. 68) with the translation “Remember Hair Lost.” 





