At the beginning of the 90s in silicon valley the future was defined, after good old Marshall McLuhan, as the network society. Now twenty years later that utopia seems further away then ever. Possible solution? Becoming a network man/woman.

1. WEBCON AACHEN 2012
NETWORK MAN
Theo Ploeg
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3. Who is Theo Ploeg?
• HvA, Communication, Multimedia & Design
• journalist @ Gonzo (circus), ZuiderLucht and
OOR
• founder www.frnkfrt.net
• always sociologist
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7. Douglas Rushkoff - Cyberia (1994)
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11. Marshall McLuhan (1911-1980)
network man: the network is the future

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15. Literacy, effects and affects
• fragmentation
• rationalization
• linear perspective
• standardization
• centralization
• mass markets
• detachment
• hierarchies
• nations
• logic
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19. in Playboy (1969)
‘The computer thus holds out the
promise of a technologically
engendered state of universal
understanding and unity, a state
of absorption in the logos that
could knit mankind into one
family and create a perpetuity of
collective harmony and peace.’
network man: the network is the future

20. Post literacy, effects and affects
• decentralization
• boundlessness
• simultaneity
• involvement
• intuitively
• implosion of hierarchies
• creativity
• subjectivity
• being
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21. cycle of change
The new media The altered
technology sense ratio
alters our sense alters our
ratios perception
‘we shape our tools The altered
We invent a new and tools shape us’, perception
media changes the way
technology Marshall McLuhan we think
With a new way of
New models of thinking we
reality give rise to create new models
new inventions of reality
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23. where is the promised network society?
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25. Herbert Marcuse (1898-1979)
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27. in One-Dimensional Man (1964)
‘The people recognize themselves in
their commodities; they find their
soul in their automobile, hi-fi set,
split-level home, kitchen equipment’
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30. repressive tolerance
‘The ability of the system to
incorporate rebellious elements
within itself and use it to make the
system even stronger’
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31. McLuhan versus Marcuse
‘media as extensions of men’
versus
‘men as extensions of media’
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33. who is will be right?
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34. Literacy, effects and affects
• fragmentation
• rationalization
• linear perspective
• standardization
• centralization
• mass markets
• detachment
• hierarchies
• nations
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35. McLuhan: ‘walking backwards into the future’
The new media The altered
technology sense ratio
alters our sense alters our
ratios perception
‘we shape our tools The altered
We invent a new and tools shape us’, perception
media changes the way
technology Marshall McLuhan we think
With a new way of
New models of thinking we
reality give rise to create new models
new inventions of reality
network man: the network is the future

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41. being a network man as solution
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42. the rules of network man
• 1. be
• 2. don’t accept hierarchy
• 3. be in control instead of controlled
• 4. program instead of be programmed
• 4. embrace subjectivity
• 5. be involved
• 6. interact directly with everyone (network)
• 7. think and feel (and be right)
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45. thank you for your attention!
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