Well, here we all are. It seems Marshall McLuhan was right after all. Just a little ahead of his time. #GlobalVillage is brought to you by #Covid-19. The medium is the message, and apparently it is brought to you by Facebook. McLuhan was a bit more than a one-horse town, than that quote. But he coined that phrase in 1964.
Weird, when I was in high school, we were really paying attention to the likes of Marshall McLuhan, Buckminster Fuller, Ram Dass, and Mario Savio. We could flash those revolutionary quotes at the drop of a hat. But we were also a politically aware high school class, on the vanguard. We were so badass, we shut down the Marin county draft board, it had never been done before. We were the first high school in the nation to do so, and we were also the first high school to go on strike.
Drake High School made the cover of Time Magazine and also the 6 o’clock news. We were clocked by the feds—the FBI and the CIA. I remember cutting class to attend those Free Speech rallys at UC Berkeley. Our school president was Jared Rossman, brother to Michael Rossman of the FSM fame, probably helped to motivate us—we had a direct line to Mario Salivo, as it were.
I remember when Marshall McLuhan nattered on about the concept of one big global village, and I thought he was nuts. We can’t even manifest one happy family. I thought he was a stark raving dreamer. Yeah, yeah. He was. But he was also a visionary. Back then, there was no internet, no Facebook, no pandemic disease to unite us all. He predicted the World Wide Web three decades before it was invented. Let that sink in. I’ll wait.
I know Marshall was in Marin during that tumultuous era of social upheaval. That got me Googling. I found a 1999 directory that listed the Marshall McLuhan Center for Communications, in San Anselmo, Ca. TG for the Internet—I was able to find the connection, and not rely solely on a vague memory. After all, as Robin Williams said, if you remember the 60s, you weren’t really there. No wonder McLuhan was forefront. Here we are interconnected by the World Wide Web. Giants walked among us, even way back then.
In “Understanding Media: The Extensions of Man,” published in 1964, McLuhan said that the communication medium itself—not the messages it carries—should be our primary focus of study. He postulated that “artifacts as media affect any society by their characteristics, or content.” I’m paraphrasing Wikipedia, so here is a direct quote that explains it better. Wiki itself is a perfect example of the global village in action.can access, communication is the message. No more trickle down from the top theory.
“The term global village describes the phenomenon of the world becoming more interconnected as the result of the propagation of media technologies throughout the world. The term was coined by Canadian media theorist, Marshall McLuhan and popularized in his books The Gutenberg Galaxy: The Making of Typographic Man (1962) and Understanding Media (1964). Literary scholar Sue-Im Lee describes how the term global village has come to designate “the dominant term for expressing a global coexistence altered by transnational commerce, migration, and culture.” —Wiki
I vaguely remember something similar from a Richard Brautigan article—remembering the crazy milieu that was Marin during the 1960s and 70s. Marshall McLuhan and his wife were at the epicenter. There were a series of extraordinary community lectures held at Olney Hall, College of Marin. That’s where I met Timothy Leary, Allan Ginsberg, Ken Kesey, Joseph Campbell, Bucky Fuller, Paolo Soleri, urban experimental architect of Arcosante, who was re-defining the ways in how we lived. Pre-commune days. And that is where I probably met McLuhan too.
Everybody was hanging out in Marin at that time. It was an heady, if not head-trippy time to be living in. With the somber backdrop of the Vietnam war to kindle our angst, we were redefining our boundaries, our worlds, moving back to the land. Our older siblings were moving to communes and rethinking and redefining the whole shebang that was the 1950s. And we were not going gentle into the 1960s, that’s for sure.
Alan Watts was living on Varda’s ferryboat in Sausalito, Stewart Brand was setting up the Whole Earth store next to Marin Surplus in San Rafael. Ravi Shankar was playing mind-altering sitar right down the street from Drake High School in Fairfax at the Ali Akbar College of Music. We would drop in and tune out as we walked home from school, the odor of incense, and other herbs, pungent in the air. We couldn’t help but be altered by a new consciousness. It truly was a New Age dawning of the Age of Aquarius.
“Stewart Brand drifted into the Zen-tinged New York art scene of Ginsberg, Cage and Rauschenberg and thence into counter-cultural groups like USCO and Ken Kesey's Merry Pranksters. These "New Communalists",… sought an escape from the whole system of confrontational left and right politics and the psychological fragmentation that - as illustrated by Kesey's seminal "One Flew Over the Cockoo's Nest." Drawing their energy from cybernetically-informed thinkers including the designer Buckminster Fuller (inventor of the geodesic dome) and ur-media theorist Marshall McLuhan (coiner of the term "global village"), Brand and his peers began to design a possible future for themselves not as workers or managers, but as Fullerian "Comprehensive Designers" - or "an emerging synthesis of artist, inventor, mechanic, objective economist and evolutionary strategist. …His answer was The Whole Earth Catalogue, a collage of adverts and articles covering everything and anything … that the budding Comprehensive Designer might need. The Catalogue was an instant cult hit, not just among back-to-the-landers setting up experimental communities out in New Mexico, but also with the computer-obsessed inheritors of the Rad Lab tradition, who in research laboratories across the US, but most especially in MIT, Stanford and Xerox PARC, were busy designing cybernetic systems that included everything from the prototype Internet to the first video game, SpaceWar.” —Wiki
This was our world. We may not have had the words to describe what we were living, it took the hindsight of media analysts to puzzle together the fabric of the times that shaped us all, one way or another.
I never thought I’d be so dependent upon the likes of Facebook to see who’s still alive, who’s died, and who is now fighting the disease. This is our new global village. This medium is our new black plague domesday journal and even Monte Python is in the audience. Bring out your dead!
From a Facebook post, rev. 3/26/23





