Earlier this summer, Canadian newspapers and national magazines published essays honoring the 100th birth-date of Marshall McLuhan. Up through the 60's he was a widely respected social analyst here in Canada . He taught in several universities and while at the University of Toronto he established a Center for communication studies. His most important work was the study of the impact of media on culture and the human condition.
Currently McLuhan is probably remembered best for his observation that media not only conveyed messages, but intrinsically was a message itself; in his words, "the medium is the message." Through that phase he invited us to look not only at the content of media, such as newspaper, radio, TV (and now the internet), but what the medium creates . He concluded that these forms of communication gather communities of recipients all at the same time but in widely varying contexts and locations. In other words print, radio and TV, by their very nature of being a mediated experience, in contrast to actual face-to-face experience, had the capacity to recreate alliances and loyalties among people who probably don’t know each other, probably don’t share ethnic similarities, or even similar cultural contexts.
These “re-tribalizations” as he called them emerged slowly as the forms and content of media changed and larger, more diverse audiences developed. Print media had as its ‘message’ persuasion and information (advertisements side by side with ‘news articles’). Reading about an event in a distant locale, or even in the same town, gave every reader the same information, and thus linked them together. Right next to the story was an ad for toothpaste. “Since we have you all together reading about this tornado in Oklahoma , don’t forget to get “X brand” toothpaste. The newspaper functioned to inform and persuade everyone who was reading it no matter what time of day or where they were reading it.
Radio added entertainment to the media message: “We will entertain you, perhaps offer some information such as the weather predictions and persuade you to buy this product.” Information, entertainment and persuasion was the intention of radio as a mediated experience. Radio was a more powerful media; it could link people not just in the same community or region as newspapers did, but across the nation and even further. At the same time, radio required that everyone listen simultaneously to the same program. Slowly people grew to expect their radio shows to entertain them as much as to inform them and were willing to be at least passive recipients of persuasion. Even “news” shows were expected to be entertaining, rewarding those commentators with wit and wisdom. Gradually, loyalty to particular shows, commentators, entertainers grew in strength. My grandparents and parents began to organizing their daily schedule so that they wouldn’t “miss” their favorite shows or news programs. My grandfather, a plumber, would arrange to be home for lunch every day between 12 – 1 in order that he wouldn’t miss Paul Harvey news and “Oxodol’s Own Ma Perkins”
It was in this setting, that Neil Postman, a contemporary of McLuhan in the U.S. , began his media analysis trying to distinguish between information and entertainment. He suggested that if a listener heard something and acted upon it, that was information. However, if they heard, for example a news story about a flood in another state, and did nothing, the listener was just being entertained. And with newscasts being filled with numerous stories, it would be humanly impossible to “act” on all of them. In his book, Amusing Ourselves to Death, What, he asks, are the implications when we become far more interested in being entertained than being informed? Postman pleaded for building a curriculum of media literacy that would help us distinguish the media’s intrinsic messages of entertainment, information and persuasion from the content of a broadcast. Unfortunately, apart from a few isolated public school settings and specialized cinematography courses, his analysis got little traction.
With TV, the lines separating entertainment from information (news) and persuasion became even more indistinct, primarily because the media experience was now visual.
This was no insignificant change. Mark Pagel, professor of evolutionary biology at the University of Reading (England ) proposes that the way early humans utilized vision provided the basis for language. He suggests that through the humans’visual capacity we learned how to imitate and copy what each other was doing. They could visually ‘steal’ an action and then repeat it. This, in and of itself, was not a significant shift from earlier humanoids and other sapiens. Imitation has generally been the primary form of learning even among a wide array of mammals. Among higher primates copying each others actions built a bond between individuals but wasn’t sufficient to grow larger bands with diversified tasks. Humans soon learned how to utter sounds that conveyed more than imitation; the sounds enabled them to move toward cooperative forms of sharing. He uses the example of a person who has a collection of arrowheads, but doesn’t know how to make good shafts. If he were to place his collection in front of a skilled shaft maker but says nothing, the shaft-maker could just pick up the arrowheads and keep them, not knowing the purpose of that action. But if, through some sounds, the arrowhead-maker conveyed he needed some shafts made and would give the shaft-maker some of the arrow heads to keep for his labor, then both parties benefited from this cooperative venture. Speech and visualization, Pagel suggests, provide the foundation for shaping a larger community that valued cooperation and mutual benefit. A tribe emerges with its capacity to continue reshaping its life and its technology through shared language.
Sight and sound build tribes. “You speak my language” points to a bond that welds two individuals into a sense of belonging to each other.
Narrative is also essential to media’s capacity for re-tribalization. It is no accident that TV shows, commercials, news reports are all built in story forms; information, persuasion and entrainment are packaged in stories which often intermingle the three. Even camera placement is an ingredient to the narrative being generated. “What story do you want to tell” is among the early advice given to someone learning photography and video-graphy.
But there is more going on than just ‘telling a story’. Jerome Bruner, who is now a senior researcher with the NY University School of Law, throughout his long career as a psychologist has focused on how we think. He suggests that there are two primary modes of thought: the narrative mode and the paradigmatic mode. In narrative thinking, the mind engages in sequential, action-oriented, detail-driven thought. In paradigmatic thinking, the mind transcends particularities to achieve systematic, categorical cognition. In the former case, thinking takes the form of stories and "gripping drama." In the latter, thinking is structured as propositions linked by logical operators. He included in the description of narrative a number of essential characteristics such as (1) the story needs to convey a sense of taking place within a time frame; (2) a story deals with particular events; (3) the characters in the story have beliefs, desires, values, theories; (4) the story conveys a sense of “acutalness” even if not verifiable;(5) the story conveys the sense that it is tied to a larger story, or an older story. (See his Actual Minds, Possible Worlds). Michael White, an Australian psychologist, builds on narrative by noting “We enter into stories, we are entered into stories by others, and we live our lives through stories”. (See his Selected Papers , 1989).
What commercial, what sitcom, what ‘informational program’, what news and commentary program does not contain all 5 of Bruner’s narrative characteristics? The words that compose a story are not simply vehicles or tools we use to represent an event or reality; as the Austrian philosopher Ludwig Wittgenstein noted, words construct the event. The story shapes a reality; we can choose to embrace that reality as true or to question the veracity of that reality. The task of media is to convince us as to what is real or not real. And even if I declare that a particular sitcom in only “fantasy’ I have at least permitted it to entertain me, which has brought me into companionship with all the others who were simultaneously (or even later watching a recording) engaged the story in some way.
The media, then, constructs realities through narratives, inviting our engagement in a new tribal alliance through a skilful intermingling of information, entertainment and persuasion. In accepting that invitation we enter into an almost invisible network of others who also have engaged the narrative. It becomes visible, for example, when over a cup of coffee we talk about last night’s episode of “Grey’s Anatomy”, marvel as some episode of “Nature” or comment about how the President’s actions were characterized by the commentary on Fox News. With almost every American household having a TV set(s) that operates on the average of 6 hours per day, the building and rebuilding of social relationships – re-tribalization -- goes on unabated. So essential has this daily relational experience become for Americans, that a campaign conducted a few years back to “Turn Off Your TV” for one week, didn’t make it beyond the first feeble effort. We don’t want to leave our tribal gatherings.
Of course, with the rapid popularization of ‘social networking’ media, re-tribalization is even more evident. It is not too far-fetched to relabel “My Friends” on Facebook as “My tribe”. And being connected so instantaneously, expressing likes and dislikes, linking into other networks (tribes), setting up ‘instant mobs’ actions all these and much more are now available expanding the reach of media’s message of entertainment, information and persuasion.
I am interested in applying these reflections on two spheres of American life to see if they help make sense out of what is happing. The first is the current state of church life.
Up through the 1950’s denominational (tribal) loyalty was quite strong. Indeed, one’s denomination signified both theological and personal identity. “I am a Methodist (or other variety)” was a way of telling you not just my personal preference, but also what were my ideals, my obligations, my values, my spirituality, where I belonged, and what I did with my time. I may have chosen to be a Methodist, or I may have been “born” into the faith. But I drew my religious identity fromthis well-establsihed tribe.
Beginning in the 30’s and 40’s, along with the increasing popularization of radio and the creation of national networks various evangelists began to make use of the media to “entertain, inform (indoctrinate) and persuade,’ creating a following. Persons like Oral Roberts and Billy Graham were able to parlay their tent-meeting evangelism into weekly, even daily radio shows. As TV production became more accessible, religious programming moved away from the typical Sunday morning broadcast of a church service to a whole network of religious shows, thus intensifying the re-tribalization. Denominational loyalties began slipping as more people turned to the mediated experience of TV ‘evangelists, who combined the media message with the “big tent” rally, making places of worship into large studio audiences. Traditional loyalties to ‘denominations’ began eroding as people turned to places of worship and clergy who could provide the media message they were growing accustomed to with other media experiences: persuasion, information and entertainment. Traditional denominations (tribes) have been scrambling trying to staunch the outbound drain of membership with efforts to mimic the TV media experience, often called “contemporary worship”.
What happens next? In all likelihood these religious realignments will not be reversed. Traditional denominations will continue to build and maintain their tribal loyalties but face diminished resources and influences. No amount of ‘strategic planning’, leadership training, repackaging theology will return these denominations to their 1950’s ascendancy. What seems to make sense is the creation and nurture of relationships across denominational fences, for the sake of common projects and advocacy for the benefit of the wider society, Theological alliances, social justice projects and community enrichment are still possible but on a scale commensurate with the size and resources of the denominations.
However, I’m not sure if the lessons learned from the past in how tribal loyalties can be made more permeable will apply in our present chaotic situation. For the ‘traditional’ churches trying to compete with the newer tribes has not proved to be successful. In all likelihood, the traditional denominations will continue to fracture, spawning newer and perhaps hostile tribes. (The current conflict within the Presbyterian Church primarily over the ordination of gay and lesbian clergy is a good case in point). Conversations and relationships between the existing tribes can be beneficial but won’t reverse the powerful tribalizing trends in place.
There are increasingly larger numbers of non-aligned spiritual ‘searchers’ who move in and out of the existing tribes without necessarily stopping to align with one or another (See “A Month of Sundays: Searching for the Spirit and My Sister” by Julie Mars). Such impetuousness is not generously received by the traditional churches, for tribal loyalty and continuation cannot be constructed without a degree of “I’m staying”. Even some of these independent searchers are looking for kindred persons with whom they share their frustration of not having their own tribe, thereby creating their own tribe of “searchers.”
Our political life is also being radically changed by re-tribalization. Watching the debate unfold in Congress over the debt-ceiling, signaled to me that at the heart of the acrimonious speech masquerading as political discourse there is a major tectonic shift in the political plates out of which we construct our national life, again as a result of re-tribalization. While much attention is being given to the Tea Party movement, in fact what appears to be emerging is the “Fox News Tribe” (which includes the radio commentators espousing a similar ideology), Meanwhile “Democrat” and “Republican” tribal loyalty is slipping away into a minority status.
It will be interesting to see how the use of media in the coming election cycle will shape the tribal alignments. Negative political advertising is nothing more than the tried and true strategy of strengthening one’s own tribe by hostile confrontation with the other tribe(s). They must become dangerous strangers in order for our tribe to be strong and right. Our tribe must elect gladiators who will “fight” for our cause. Tribal survival is more important than the common good and well being for the whole community.
In this sense our political context is not that markedly different than Iraq or Libya . As I learn more of the conflicts now occurring in Mediterranean countries such as Libya and Syria I have grown suspicious about seeing the conflicts as solely between ‘democratic forces’ and dictatorial regimes. In fact they represent tribal conflicts dating back over considerable time. In Libya , for example, there are about 140 tribes or clans, most of whom are Sufi, with others representing various branches of Islam, along with a small minority of Christians. The current conflict represents the efforts of the Sufis and their allies to regain control from the tribal clan of Gadafi and reestablish themselves as the ruling class as they once were. The lethal tribal conflicts in Iraq primarily between the Shia and Sunni also illustrate how tenuous the notion of “nation” can be; loyalty to the tribe/clan often overruns loyalty to the country.
I am not hopeful about a significant reversal of the re-tribalization of the churches or of the political parties in the US . Until we learn how to read the media we have, we will be shaped by it. Efforts to encourage direct engagement with natural settings, community service, and volunteering all are laudable as they give experiences that are not mediated. Settings where relational experiences are intentional also offers alternatives to media built tribes. Out of these settings it is possible to bring critical skills that provide the capacity to transcend tribal loyalties and boundaries. How long it will take, I have not a clue. But the conversation seems critical.