Slides I used in the last term of Media Management Basics course I did until 2010 at Graduate School of Media Design, Keio University. Includes "Reading Drucker from a Viewpoint of a Manager of Human Civilizations."

1. Introduction to Media Management
8. Practical Mediology 1
Kenji Saito <ks91@sfc.wide.ad.jp>
SFC ∆N214
Graduate School of Media Design, Keio University
Fall 2010
Introduction to Media Management: Practical Mediology 1 – p.1/61

2. “Technology is neither good nor bad, nor even
neutral. Technology is one part of the complex of
relationships that people form with each other and
the world around them; it simply cannot be
understood outside of that concept.”
— Samuel Collins
Introduction to Media Management: Practical Mediology 1 – p.2/61

3. Mediology (Oct/25,27, Nov/1)
DAY 1
Discuss what changes and problems arise when a new
medium (new technology) is cast into a society
Practice: Draw a media tetrad (assignment for everyone to draw another)
Reading:
M. McLuhan, “The Gutenberg Galaxy: The Making of Typographic Man”
M. McLuhan, “Laws of Media: The New Science”
P.F. Drucker, “Management: Tasks Responsibilities Practices”
DAY 2
Discuss who would react how if a new medium is cast into a
society based on a hypothetical example, and find out what
problems would arise
Text: B. Sterling, “Maneki Neko”
DAY 3
Debate on the issues with respect to a new hypothetical
medium from DAY 2 in the form of a simulated public hearing
Introduction to Media Management: Practical Mediology 1 – p.3/61

4. What is a medium anyway?
What are ‘media’ in ‘Graduate School of Media Design’?
Introduction to Media Management: Practical Mediology 1 – p.4/61

5. What is a Medium?
Any extension of ourselves
– M. McLuhan “Understanding Media”
I think that we may call anything existing between two
persons a ‘medium’
– Kazuhiko Hachiya
⇒ In this class, a medium is defined as follows:
Any artifact, technology or being among people
Introduction to Media Management: Practical Mediology 1 – p.5/61

6. What is a Medium?
Any extension of ourselves
– M. McLuhan “Understanding Media”
I think that we may call anything existing between two
persons a ‘medium’
– Kazuhiko Hachiya
⇒ In this class, a medium is defined as follows:
Any artifact, technology or being among people
Ex. automobile, IP, HTTP, HTML, blog, industrial
society, air
Introduction to Media Management: Practical Mediology 1 – p.5/61

7. Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY
– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.6/61

8. “LAWS OF MEDIA”
Marshall and Eric McLuhan, “Laws of Media”
Introduces a tool to think about media
Tetrad (group of four)
Enhances, Obsolesces, Retrieves, Reverses into
Introduction to Media Management: Practical Mediology 1 – p.7/61

9. Tetrad (of Media Effects)
‘What general, verifiable statements can be made
about all media?’ We are surprised to find only four,
here posed as questions:
What does it enhance or intensify?
What does it render obsolete or displace?
What does it retrieve that was previously obsolesced?
What does it produce or become when pressed to an
extreme?
– M. & E. McLuhan “LAWS OF MEDIA”
Questions that can be asked about any media
What are the side effects of the medium?
A tool to realize what have not been realized
Introduction to Media Management: Practical Mediology 1 – p.8/61

10. Ex. Tetrad for Automobiles
Human mobility Traffic jam
Privacy Traffic accidents
ENH REV
RET OBS
Freedom of Horses, horse
movement carriages and related
Personal space industries
Urban living space
Introduction to Media Management: Practical Mediology 1 – p.9/61

11. Enhancement
What does the artefact enhance or intensify or make
possible or accelerate?
– M. & E. McLuhan “LAWS OF MEDIA”
For example, automobiles
Enhance mobility of human
Make mobile private space possible
Introduction to Media Management: Practical Mediology 1 – p.10/61

12. Obsolescence
If some aspect of a situation is enlarged or
enhanced, simultaneously the old condition or
unenhanced situation is displaced thereby
What is pushed aside or obsolesced by the new
‘organ’?
– M. & E. McLuhan “LAWS OF MEDIA”
For example, automobiles
Make horses, horse carriages and related
industries obsolete
Make urban living space obsolete (birth of
suburbs)
Introduction to Media Management: Practical Mediology 1 – p.11/61

13. Retrieval
What recurrence or retrieval of earlier actions or
services is brought into play simultaneously by the
new form?
What older, previously obsolesced ground is brought
back and inheres in the new form?
– M. & E. McLuhan “LAWS OF MEDIA”
For example, automobiles
Retrieve freedom of movement by one’s own will
Retrieve personal space
Introduction to Media Management: Practical Mediology 1 – p.12/61

14. Reversal
When pushed to the limits of its potential, the new
form will tend to reverse what had been its original
characteristics
What is the reversal potential of the new form?
– M. & E. McLuhan “LAWS OF MEDIA”
New technology produces new accidents
– Paul Virilio
⇒ Let’s also consider accidents as reversal
For example, automobiles
Weaken mobility and privacy with traffic jam
Take away mobility and privacy with traffic
accidents
Introduction to Media Management: Practical Mediology 1 – p.13/61

15. Ex. Tetrad for Automobiles
Human mobility Traffic jam
Privacy Traffic accidents
ENH REV
RET OBS
Freedom of Horses, horse
movement carriages and related
Personal space industries
Urban living space
Introduction to Media Management: Practical Mediology 1 – p.14/61

16. Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY
– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.15/61

17. “THE GUTENBERG GALAXY”
Marshall McLuhan, “The Gutenberg Galaxy: The Making of
Typographic Man”
The invention and its impacts
Introduction to Media Management: Practical Mediology 1 – p.16/61

18. Gutenberg’s Typographical Printer
Johannes Gutenberg
1398? ∼ 1468?
Invented typography in
around 1445, combining
various existing
technologies of the time
Hinted by a wine-press
Gutenberg Typographical Printer
Introduction to Media Management: Practical Mediology 1 – p.17/61

19. Gutenberg Bible
180 copies were made on
paper and papyrus in
about five years starting
from 1450
48 copies remain
The copies are owned by
Keio University, British Li-
Genesis Exodus
brary, etc. Gutenberg Bible (Keio)
Introduction to Media Management: Practical Mediology 1 – p.18/61

20. Meaning of This Invention
The invention of typography confirmed and extended
the new visual stress of applied knowledge, providing
the first uniformly repeatable commodity, the first
assembly-line, and the first mass-production.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.19/61

21. From Manuscripts to Printing
Manuscripts
Rare resources
Content and formats are inhomogeneous and
inconsistent
Identity of text is not certain, no clarification of
quotes, mosaic-like
Viewpoints are not fixed
Printing
Mass-produceable
Consistently written and formatted
Texts are identically copied
Viewpoints are fixed
Introduction to Media Management: Practical Mediology 1 – p.20/61

22. Tetrad for Typography
Homogeneous and Digital media
numerous copies
Fixed points of view
ENH REV
RET OBS
Renaissance Manuscripts
Books as audio media
Introduction to Media Management: Practical Mediology 1 – p.21/61

23. The Gutenberg Galaxy
Birth of ‘authors’
Establishment of scientific
methods
Acceleration of nationalism
Preparation for birth of moving
image
Establishment of difference
between complete and
incomplete materials
Establishment of individualism
Monotonization of mass culture
:
⇒ Prepared the industrial society
Introduction to Media Management: Practical Mediology 1 – p.22/61

24. Birth of ‘Authors’
Identity of texts was not guaranteed before printing
Each manuscript possibly had different usage of
commas, plural/singular forms, etc.
The invention of printing did away with many of the
technical causes of anonymity, while at the same
time the movement of the Renaissance created new
ideas of literary fame and intellectual property. . . .
Authorship before print was in a large degree the
building of a mosaic
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.23/61

25. Establishment of Scientific Methods
Scientific methods, i.e.
Building up hypotheses and conducting
experiments with consistent viewpoints, and
Recording the achievements in the form of
papers, so that others can reproduce the results
or utilize them for economy of thought,
were not possible before fixation of viewpoints and
the technology to make exact copies of the papers
The assembly line of movable types made possible a
product that was uniform and as repeatable as a
scientific experiment.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.24/61

26. Acceleration of Nationalism
Beginning of collective national consciousness
Visualization and unification of ethnic languages
Birth of mass media
Propaganda with (moving) images
. . . there is a mystery about nationalism. It never
existed before the Renaissance, . . . The answer . . . is
in the efficacy of the printed word in first visualizing
the vernacular and then creating that homogeneous
mode of association which permits modern industry,
markets, and the visual enjoyment of national status.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.25/61

27. Preparation for Birth of Moving Image
. . . [Cinema] is a consistent series of static shots or
“fixed points of view” in homogeneous relationship.
– M. McLuhan “THE GUTENBERG GALAXY”
. . . the image viewed by each audience is
unmistakably the image caught by the eye of the
camera, regardless of the positions of their seats. . .
– P. Virilio “GUERRE ET CINÉMA I”
Introduction to Media Management: Practical Mediology 1 – p.26/61

28. Separation of Complete and Incomplete Materials
The printed version is the complete one, clearly
distinguished from manuscripts being worked on
But in the days before the invention of printing this
distinction would not by any means be so apparent.
Nor could it be determined so easily by others
whether any particular piece written in the dead
author’s handwriting was of his own composition or a
copy made by him of somebody else’s work.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.27/61

29. Establishment of Individualism
Reading before printing was a group activity
It has transformed itself into a personal act
Portable knowledge
Equal accesses to knowledge
The portability of the book, like that of the
easel-painting, added much to the new cult of
individualism.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.28/61

30. Monotonization of Mass Culture
To make publishing a successful business, mass
printing of popular and selling books was necessary
Birth of gate keepers
Media decide the possibility for a specific
information to be accessible
Mechansim for information transfer with centric
forces
Popular information only can be wide-spread
Introduction to Media Management: Practical Mediology 1 – p.29/61

31. Infiltration of Typographical Culture
For the first 50∼100 years, typography was regarded
just as a convenient technique
For making manuscripts without handwriting
Printed materials maintained the old format of
manuscripts
Until more than two centuries after printing nobody
discovered how to maintain a single tone or attitude
throughout a prose composition.
– M. McLuhan “THE GUTENBERG GALAXY”
Introduction to Media Management: Practical Mediology 1 – p.30/61

32. Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY
– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.31/61

33. THE REVERSED GALAXY – Changes Caused by Digital
Media
What are the impacts of digital media?
Introduction to Media Management: Practical Mediology 1 – p.32/61

34. Tetrad for Typography
Homogeneous and Digital media
numerous copies
Fixed points of view
ENH REV
RET OBS
Renaissance Manuscripts
Books as audio media
Introduction to Media Management: Practical Mediology 1 – p.33/61

35. Let’s Draw a Tetrad
Draw a tetrad for digital media
Enhancement
What does it enhance or intensify?
Obsolescence
What does it render obsolete or displace?
Retrieval
What does it retrieve that was previously obsolesced?
Reversal
What does it produce or become when pressed to an
extreme?
If it looks difficult, think of something concrete such
as blogs, Wikipedia or Twitter
Introduction to Media Management: Practical Mediology 1 – p.34/61

36. The Gutenberg Galaxy
Birth of ‘authors’
Establishment of scientific
methods
Acceleration of nationalism
Preparation for birth of moving
image
Establishment of difference
between complete and
incomplete materials
Establishment of individualism
Monotonization of mass culture
:
⇒ Prepared the industrial society
Introduction to Media Management: Practical Mediology 1 – p.35/61

37. The Reversed Gutenberg Galaxy
Death of “authors”
Reconsidering scientific methods
Acceleration of Earth-scale view
Everyone becomes a film director
Indistinguishable complete and
incomplete materials
Promotion of collaboration
Diversification of cultural
phenomena
:
⇒ Prepared what comes next to the
industrial society
Introduction to Media Management: Practical Mediology 1 – p.36/61

38. History of Social Changes
Introduction to Media Management: Practical Mediology 1 – p.37/61

39. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Introduction to Media Management: Practical Mediology 1 – p.37/61

40. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Introduction to Media Management: Practical Mediology 1 – p.37/61

41. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Introduction to Media Management: Practical Mediology 1 – p.37/61

42. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Transition from agricultural to industrial society
Introduction to Media Management: Practical Mediology 1 – p.37/61

43. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Transition from agricultural to industrial society
Upcoming shift (21st century)
Introduction to Media Management: Practical Mediology 1 – p.37/61

44. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Transition from agricultural to industrial society
Upcoming shift (21st century)
Industrial society will terminate before your retirement
Introduction to Media Management: Practical Mediology 1 – p.37/61

45. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Transition from agricultural to industrial society
Upcoming shift (21st century)
Industrial society will terminate before your retirement
Transition from industrial to ??? society
Introduction to Media Management: Practical Mediology 1 – p.37/61

46. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Transition from agricultural to industrial society
Upcoming shift (21st century)
Industrial society will terminate before your retirement
Transition from industrial to creative society?
Introduction to Media Management: Practical Mediology 1 – p.37/61

47. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Transition from agricultural to industrial society
Upcoming shift (21st century)
Industrial society will terminate before your retirement
Transition from industrial to creative society?
↑ Sorry, type mismatch
Introduction to Media Management: Practical Mediology 1 – p.37/61

48. History of Social Changes
Agriculturalization (more than 15,000 years ago)
Transition from hunting/collecting/fishing to agricultural society
Industrialization (18∼19th century)
Transition from agricultural to industrial society
Upcoming shift (21st century)
Industrial society will terminate before your retirement
Transition from industrial to creative society?
↑ Sorry, type mismatch
Changes in how we share knowledge prepare for
societal changes
But we need to take a look at this from energy point
of view Introduction to Media Management: Practical Mediology 1 – p.37/61

49. Peak Oil/Coal/Uranium. . .
Peak Oil
The point in time when the
maximum rate of global
petroleum extraction is reached,
after which the rate of
production enters terminal
decline (Wikipedia)
After that, economy must slow
down
We have already entered the era of
peak oil
Moreover, all major energy sources
http://www.theoildrum.com/node/5177 will reach their production peak by
the end of the first half of this century
Civilizations as we know today will
terminate before you retire
Introduction to Media Management: Practical Mediology 1 – p.38/61

50. A Big Picture — of Human Civilizations
Sun is the dominant source
of energy in the atmosphere
of Earth
Solar Energy Mostly oil as its stock in the 20th cent.
Heat Human makes
Humanosphere
humanosphere on Earth,
utilizing the redirected energy
flow
Redirection of As results, heat and
Energy Flow
waste are produced
Natural Reproduction
Introduction to Media Management: Practical Mediology 1 – p.39/61

51. A Big Picture — of Human Civilizations
Sun is the dominant source
of energy in the atmosphere
of Earth
Solar Energy Mostly oil as its stock in the 20th cent.
Heat Human makes
Humanosphere humanosphere on Earth,
utilizing the redirected energy
flow
Redirection of As results, heat and
Energy Flow
waste are produced
We control energy flow to
Generate
Natural Reproduction
generate information flow
Information Flow
Introduction to Media Management: Practical Mediology 1 – p.39/61

52. A Big Picture — of Human Civilizations
Sun is the dominant source
of energy in the atmosphere
of Earth
Solar Energy Mostly oil as its stock in the 20th cent.
Heat Human makes
Humanosphere humanosphere on Earth,
utilizing the redirected energy
flow
Redirection of As results, heat and
Energy Flow
waste are produced
Control
We control energy flow to
Generate
Natural Reproduction
generate information flow
Information Flow
That information flow controls
energy flow, causing every
problem
Introduction to Media Management: Practical Mediology 1 – p.39/61

53. Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY
– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.40/61

54. Managing Civilizations
To share a viewpoint
NEO IN WONDERLAND — A Tale of Money That Changed
Our Future
Reading Drucker from a Viewpoint of a Manager of Human
Civilizations
As an introduction to the theme
Introduction to Media Management: Practical Mediology 1 – p.41/61

55. NEO IN WONDERLAND
A sci-fi monetary fantasy
Existence of technology to
change monetary economy
completely
P2P money that is
consistent with
material/energy
circulation on Earth
Free English translation
http://grsj.jp/neo.pdf
(CC-BY-SA 3.0)
Introduction to Media Management: Practical Mediology 1 – p.42/61

56. Why Science Fiction?
SF (science fiction) is
A literary or cinematic genre in which fantasy,
typically based on speculative scientific
discoveries or developments, environmental
changes, . . ., forms part of the plot or background.
— American Heritage
Fictions with existing technology are just real
Ex. A medical drama such as “ER”
In a sci-fi story, unknown technology creates a drama
Ex1 . Nanomachine medication
Ex2 . Autopsy Imaging
Designing new media and cast them into a society
= Living a near-future science fiction for real
Introduction to Media Management: Practical Mediology 1 – p.43/61

57. Reading Drucker from a Viewpoint of a Manager of Human
Civilizations
P.F. Drucker, “Management: Tasks Responsibilities Practices”
Introduction to Media Management: Practical Mediology 1 – p.44/61

58. Motivation
Reading “If a female
student manager of a high
school baseball team read
Drucker’s “Management””
Introduction to Media Management: Practical Mediology 1 – p.45/61

59. Motivation
Reading “If a female
student manager of a high
school baseball team read
Drucker’s “Management””
Made people realize that
the book can be applied to
any organization
Introduction to Media Management: Practical Mediology 1 – p.45/61

60. Motivation
Reading “If a female
student manager of a high
school baseball team read
Drucker’s “Management””
Made people realize that
the book can be applied to
any organization
This art of management
must be applicable to the
whole civilization!
Introduction to Media Management: Practical Mediology 1 – p.45/61

61. To read Drucker from a viewpoint of managing civilizations
Business, Enterprise → Civilization
Entrepreneurship → Our Research
Society → Earth
Economy → Circulation of Energy and Materials
Introduction to Media Management: Practical Mediology 1 – p.46/61

62. Drucker says (on Purpose of Business)
To know what a business is, we have to start with its
purpose
Its purpose must lie outside of the business itself
In fact, it must lie in society, since business
enterprise is an organ of society
There is only one valid definition of business
purpose: to create a customer
Introduction to Media Management: Practical Mediology 1 – p.47/61

63. Drucker says (on Customers and Definition of Business)
“Who is the customer?” is the first and the crucial
question in defining business purpose and business
mission
It is not an easy, let alone an obvious question
How it is answered determines, in large measure,
how the business defines itself
Introduction to Media Management: Practical Mediology 1 – p.48/61

64. Drucker says (on Customers and Definition of Business)
“Who is the customer?” is the first and the crucial
question in defining business purpose and business
mission
It is not an easy, let alone an obvious question
How it is answered determines, in large measure,
how the business defines itself
The customer of a civilization is Nature, and for the
most part Biosphere
Introduction to Media Management: Practical Mediology 1 – p.48/61

65. Drucker says (on Customers and Definition of Business)
“Who is the customer?” is the first and the crucial
question in defining business purpose and business
mission
It is not an easy, let alone an obvious question
How it is answered determines, in large measure,
how the business defines itself
The customer of a civilization is Nature, and for the
most part Biosphere
To be productive is, for example, to maintain and
enhance Biodiversity
Services that Nature provides for human (annually US$33T) worth nearly
double of the world’s GDP altogether
Introduction to Media Management: Practical Mediology 1 – p.48/61

66. Drucker says (on Two Functions of Business)
There will always be, one can assume, a need for
some selling
But the aim of marketing is to make selling
superfluous
The aim of marketing is to know and understand the
customer so well that the product or service fits him
and sells itself
The second function of a business is,. . ., innovation
Introduction to Media Management: Practical Mediology 1 – p.49/61

67. Drucker says (on Two Functions of Business)
There will always be, one can assume, a need for
some selling
But the aim of marketing is to make selling
superfluous
The aim of marketing is to know and understand the
customer so well that the product or service fits him
and sells itself
Selling → Development
Marketing → Natural Science
To sell → Utilization of resources (bring human apparatus into Nature)
Ex. Use parachute instead of reverse the engine if there’s atmosphere
The second function of a business is,. . ., innovation
Introduction to Media Management: Practical Mediology 1 – p.49/61

68. Drucker says (on Innovation)
Innovation is not science or technology, but value
Innovation is not something that takes place inside
an organization but is a change outside
The measure of innovation is impact on the
environment
Introduction to Media Management: Practical Mediology 1 – p.50/61

69. Drucker says (on Innovation)
Innovation is not science or technology, but value
Innovation is not something that takes place inside
an organization but is a change outside
The measure of innovation is impact on the
environment
Innovation of civilization is a change outside (=
Earthly environment)
To think positively of our influences over Nature
Introduction to Media Management: Practical Mediology 1 – p.50/61

70. Drucker says (on Survival of Business)
The social dimension is a survival dimension
An enterprise exists in society and the economy
Within an institution one always tends to assume that
the institution exists by itself in a vacuum
And managers inevitably look at their business
from the inside
But the business enterprise is a creature of society
and the economy
Society or the economy can put any business out of
existence overnight
Introduction to Media Management: Practical Mediology 1 – p.51/61

71. Drucker says (on Strategic Planning)
Another, even more compelling, reason why
forecasting is not strategic planning is that
forecasting attempts to find the most probable course
of events or, at best, a range of probabilities
But the entrepreneurial problem is the unique event
that will change the possibilities
Introduction to Media Management: Practical Mediology 1 – p.52/61

72. Drucker says (on Structures)
Strategy –that is, the answers to the questions,
“What is our business? What should it be? What will
it be?” determines the purpose of structure
Answering those questions determines the key
activities in a given business or service institution
Effective structure is the design that makes these key
activities capable of functioning and of performance
Introduction to Media Management: Practical Mediology 1 – p.53/61

73. Structure with Earth Scale Operating System
Present Near Future
Human Users Human
Economy Applications Human Economy
Financial System OS Earth-Scale OS
Benefits Marketing and
Exploitation in Return Innovation
Poor People, Nature, Life Forms and Children
Earth and Biodiversity Hardware Earth and Biodiversity
Introduction to Media Management: Practical Mediology 1 – p.54/61

74. Today’s Agenda
“LAWS OF MEDIA”
“THE GUTENBERG GALAXY”
THE REVERSED GALAXY
– Changes Caused by Digital Media
Managing Civilizations
Subject of Discussion and Assignment
Introduction to Media Management: Practical Mediology 1 – p.55/61

75. Subject of Discussion
Network gift economy
from Bruce Sterling’s “Maneki Neko”
“We computer cops have names for your kind of people.
Digital panarchies. [snip]. . .You’re a tax evader! You’re living
through kickbacks! And bribes! And influence peddling! And
all kinds of corrupt off-thebooks transactions! [snip] Well, your
network gift economy is undermining the lawful, government
approved, regulated economy!”
“Well,” Tsuyoshi said gently, “maybe my economy is better
than your economy.”
Introduction to Media Management: Practical Mediology 1 – p.56/61

76. Maneki Neko
“Maneki Neko” is one of many gift economy networks
Terminal devices direct people for mutual aids
Sometimes, direction is made to help non-members
Members know one another with common gestures
In the case of “Maneki Neko”, a catpaw gesture
An assistant federal prosecutor from Providence,
Rhode Island, USA bagged hardware from a
software pirate
Attacks began by “Maneki Neko” whose network was
partially damaged by the act
But it turns out to be another direction for a meeting
Introduction to Media Management: Practical Mediology 1 – p.57/61

77. Further Settings for the Sake of Discussion
How did the gift economy started?
A group of freesoftware including A.I. was cast
into the open global sensor network environment
The A.I. network began to use human beings as actuators
for optimization by the metrics of happiness
The group of freesoftware has been maintained
by volunteers
The first author was an anonymous programmer
Introduction to Media Management: Practical Mediology 1 – p.58/61

78. Assignment for Everyone
1. Draw a media tetrad for the network gift economy
Just enumerate items for ENH, RET, OBS and REV
2. Enumerate who (or what organizations) would
react from what points of view if the network gift
economy is cast into our society
At least 3 instances
3. Assuming that the U.S. congress will hold a public
hearing on the matter of handling network gift
economy (surficially on the matter of a missing assistant federal prosecutor of
Rhode Island), enumerate with reasons 3 parties the
congress would call as witnesses
Introduction to Media Management: Practical Mediology 1 – p.59/61

79. How to Submit
Send an e-mail message to ks91@sfc.wide.ad.jp
Subject: media management
Write your name, student # and your answers in the
mail body (no attachments necessary)
Be concise!
Deadline: Wednesday, October 27, 2010, 03:00 JST
Introduction to Media Management: Practical Mediology 1 – p.60/61

80. See you on Wednesday!
Introduction to Media Management: Practical Mediology 1 – p.61/61