La piel de la cultura

by Derrick de Kerckhove

Siguiendo el audaz espíritu anticipador de su maestro, el gran semiólogo Marshall McLuhan, Derrick de Kerckhove demuestra en este libro por qué se ha convertido en el profeta mediático más aclamado de su país. Su lectura cambiará profundamente nuestras concepciones sobre los medios de comunicación y sacudirá las ideas más queridas sobre las bases supuestamente inamovibles de nuestra cultura. Nuestras mentes están programadas por la linealidad del alfabetismo y tendremos que aprender a pensar y percibir de manera no lineal. Nuestro intercambio económico se basa en un concepto material del dinero que pronto no tendrá nada que ver con la circulación electrónica global de valores puramente simbólicos. La televisión convencional quedará desplazada por programas de entretenimiento e información de producción espontánea y diversificada en Internet. Finalmente, la dinámica política tendrá que ajustarse a formas de democracia nuevas y más reales, tan interesantes como inquietantes. Derrick de Kerckhove muestra en ejemplos concretos cómo las tecnologías de la realidad virtual cambiarán nuestra forma de percepción exterior. Las insólitas posibilidades de ver las cosas desde dentro introducirá una nueva dimensión de "interioridad" en nuestra comprensión de la realidad. Las revolucionarias anticipaciones que nos brinda este libro sobre nuestro futura condición de vida, no son osadas especulaciones, sino observaciones orientadas rigurosamente por el desarrollo actual de los medios electrónicos. Al sugerirnos una revisión de los principios mismos de nuestro conocimiento, este libro se puede leer como una Crítica a la razón electrónica para el siglo XXI.

Genres: Science, Nonfiction, Academic

256 pages, Paperback

First published January 1, 1995

Reviews

[Eric · Rating 4 out of 5]

In the Skin of Culture Kerckhove presents some deeply insightful ideas on the way our technologies influence our psychology, especially regarding the technology we call the alphabet. I found those sections of the book much more compelling than the ones speculating on how VR, and the Internet will affect us, though there are some great points.

My favorite was is description of how currently we think in terms of "point-of-view" which, he claims, is possible because of the externalization of thought in the form of the written word. But, that was erased by television which literally (pun intended) removes any point of view because it provides you with a single external constructed view point which you must follow along. And now, with networked computers should be replaced by the idea of "point-of-being." This is necessary in a world where our the network extends our bodies such that our point-of-view is multiple and global. And yet we still have a "point-of-being."

I found this book well worth reading.

[Robert Hudder · Rating 3 out of 5]

I have kept this book around for a few reasons: it was the area of study for my undergrad covering what would sometimes be called internet studies; it stimulates ideas and generates axis of thoughts to follow; it refreshes McLuhanisms and when I was still wanting do continue, it kept me abreast.

Now, there wasn't any programs when I graduated undergrad and I tried to keep up with what the McLuhan Program was doing. It hadn't yet been integrated in a larger study. Now it is but I am no longer as interested.

I reread this and found that some of the same issues that I have with McLuhan in terms of determinism and an alignment with western and capitalist projects continue to exist. There is a lot that De Kerckhove has gotten right with retrospect but a lot that feels a little stale.

The one that has always rubbed me and rubbed me again is the idea of the global village. Lots of folks who haven't lived in a small town, have a romantic and sleepy view. Ever since the advent of Facebook, it has never seemed clearer to me that much can be learned from small town dynamics to apply to the globalization of the internet and communications technology on social dynamics. Small towns care more about loyalty, family groups, gossip, shunning, messy consensus, and shifting dynamics that somewhat support a status quo that may not always be obvious.

I walked away from those dynamics only to find that they are now being replicated by Facebook, Twitter, Twitch, and all those social media platforms. Everywhere is now small town. This means that no matter how high minded you think you may be, you are probably in a backwoods of the internet where you feel everyone shares your opinions which probably means a self selected group.

I had written a paper on different types of communities and how they could impact a person. This included: interest, geography, familial, and exclusion. I think I would reframe that nowaday but there is still some merit to that.

Regardless of the types of possible mind darts in this book, I think it is finally time to say goodbye. While much still remains to unfold from 30 years ago, there is much underlying change that would affect some of the development of these ideas. So, if you are interested in some underlying thoughts that can help you understand where we are rather than thinking another twenty years into the future, then this could still be helpful. So many of us still haven't caught up. Those of us that think we are, no longer need to be reminded of some of the wrong conclusions.

[Nelson Zagalo · Rating 5 out of 5]

Um trabalho fundamental para quem pretende compreender o alcance da matriz da Comunicação dos Media.
A partir de um discípulo de Marshall McLuhan, capaz de um discurso tão profundo, mas muito mais coerente do que o do próprio mestre.