today we are going to be diving into a fascinating concept developed by Marshall mclan called the global village mclan was a Visionary in media Theory and his ideas are incredibly relevant to our digital age specifically today we're going to discuss tribal scribal dbal and retrial cultures in relation to media and its impact on human communication but first what is the global village well Marshall mclan coined the term global Village to describe how Electronic media like television and the internet have effectively shrunk our world into a single interconnected Community imagine a small village where everyone knows each other and communicates effortlessly mclen believed that electronic media creates this kind of close-knit community on a global scale but first let's look at what tribal cultures were and are tribal cultures are societies characterized by close-knit communities with shared beliefs and values and are often using the oral tradition examples include Europe prior to the 900s and in indigenous communities face-to-face oral storytelling as a medium of communication has a large impact on culture for the preservation and dissemination of cultural Traditions stories are told with lots of repetition auditive nature that is and this happened and then this happened and then that happened and then this happened and and and and it also required a strong dedication to memory face-to-face communication made Community size rather small next in the 900s scribes started to begin to become popular with the introduction of Inc and paper to write manuscripts and other written documents like Catholic monks spending their days rewriting the Bible Hand by hand and the legend of King Arthur in the round table is another example of a manuscript this period last it between 900 ad and the 1440s when the printing press was invented the impact the medium has on culture is significant as being able to read and write was often limited to the clergy nobility and Elite Scholars it gave these individuals a lot of power over their local communities in the 1440s in modern day Germany Gutenberg invented the printing press this New Media technology revolutionized the world and created what is famous known as the high Renaissance Era or as mclan calls it dbal cultures dbal cultures are societies that have moved away from their tribes and are now individuals with national identities examples include urbanization industrialization thanks to the ability to print laws rules policies techniques regulations and have these documents spread across large distances National identities are formed the impact print media has on culture is huge education skyrockets it's the birth of capitalism and the middle classes the Protestant faith is born after Martin Luther suggests people read the Bible for themselves people could Now find entertainment and knowledge without the need of another person by simply being alone and reading a book however this isolation creates a disconnect between individuals despite physical proximity or distance in the detribalized era it would take 40 to 90 days for mail and information to get from the old world to the new and another 40 to 90 days for a response to get back the world was huge however next inspired by the new inventions of the radio and television Marshall mcluen recognized Humanity was in another cultural shift towards a ret tribalize World retrialed cultures you might remember it by returning to the culture re R tribal return to the culture retrial uh cultures return to some of the qualities of the tribalize and electronic media you can now chat from the US across the Atlantic to Spain within second in this new culture that mcluen predicted would happen new Global tribes would form based on shared interest we see this today with nens or people that don't identify with a national identity but as ID identify as citizens of the net we also see this in online gaming communities fandoms and social media groups the impact electronic Technologies has had on cultures are not completely understood as we Traverse this period together but we do see that it has created new social bonds and cultural identities the ret tribalize culture is known as the world is becoming smaller or the global village the global village metaphor suggests media Technologies facilitate instantaneous communication across vast differ distances and bring people together much like a close-knit community or tribal Village there are five key aspects of the global village I'd like for you to keep in mind the first aspect of the global village is instantaneous communication Technologies like radio television and the internet allow us to communicate immediately regardless of distance events happen in one part of the world can be witnessed and reacted to by people thousands of miles away almost instantly second interconnectedness another critical feature is interconnectedness electronic media enabled rapid exchange of information and ideas across the globe creating a sense of global Unity people from different cultures can now interact and share experiences in real time breaking down barriers that once had separated us the third aspect is cultural exchanges and influence the global village facilitates a vast cultur Cal exchange it allows for the mixing and blending of cultures leading to a greater understanding and appreciation of diversity cultural norms and values and Trends can spread quickly influencing societies far and wide the fourth aspect is the compression of time and space this one is important for understanding how the world becomes smaller media technology also compress our Notions of time interactions that once took a day or a week or a month now happen in second the world feels much smaller because of this physical distance is no longer as seen as a barrier to communication and interaction and finally The Fifth Element is the tribalization and ret tribalization mclan believed that the global village would lead to a form of ret tribalization that means that through Electronic media people form new social bonds based on shared interest rather than Geographic proximity these new Global tribes would create unique forms of social cohesion and Collective identity now what are the implications of the global village well there's the social and the political impacts the global village profoundly affects global politics economics and social structures people are more aware of and responsive to Global issues creating a more interconnected and more interdependent World in essence mclin's Global Village captured the transformative impacts of Electronic media on human society it emphasizes how these Technologies reshape our interactions cultures and perceptions of the World As We navigate this digital age understanding the global village concept helps us appreciate both the opportunities and challenges of being part of an interconnected world I know that's quite a bit of information for you all but I hope learning about the tribal scribal DET tribal and then the ret tribalization of culture helps us understand the impact communication and commun a media has on culture I'll see yall next week