The Medium is the Message (It really is.)
Misunderstanding, short-temperedness, even rudeness can be observed all too often in this ephemeral world of electronic communications. It can at times become almost as grossly antisocial as the signs that certain mad drivers, perhaps for the rest altogether civilized citizens, permit themselves to make from the sanctity of their speeding cars to the sinner at the wheel of the parallel vehicle. A quick and vigorous hand sign, an awesome scowl, a less than kind word, and speed on oh righteous Christian.
McLuhan had a lot of things quite right as he looked out into our world of electronics now fully thirty years ago. When he whispered us that the medium was the message, he was quite correct, at least when it comes to the little screen before your eyes this morning. This little square of light will do quite well for some jobs, and not so well for others. And since we risk to depend on it quite extensively in this cooperative venture, let me share with you the following which is born of long practice and careful observation.
This screen does quite nicely for reading and responding to short, preferably single point messages ("Dinner is served", "OK, I'll be right there."), but it is hardly the ideal means for viewing and coming to grips with more complex and longer communications, which really do far better on paper. The 80x25 or whatever screen that is before you, makes us prisoner of its physical limits; we tend to focus on what is right in front of us and become USA Today impatient. Once we get beyond -- absolutely tops! -- two screenfuls, and assuming of course that there is any merit at all in the thing in front of us, it is, thus, time to turn to your printer. One really does have to let eye and mind wander over vaster terrain when it comes to interpreting and profiting from these richer and more challenging communications. Imagine reading Tolstoy screen by screen. Perhaps you too would turn off, scowl and drive right on. No rude sign, of course!
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A Word on Our Common Language (English perhaps, but…)
(I contribute the following as someone who has for many years worked in the international arena in half a dozen languages but has mastered none, including his native English. Nonetheless, I have kept my eyes quite open over a career of three decades of international work, and here is what I would share with you on this most important score. As with every point and paragraph of this site, this exposition is put before you for comment, clarification, etc. which can then be used either to reject or remodel what follows, share with others, etc.)
The de facto international language with which we have to deal for the most part on the Web today is of course English. Fortunately however there are other elements of the electronic environment (point to point communications, videoconferencing, etc.) which permit the use of other languages. And in the near future we are certain to see a shift back to a more polyglot world, even on the net, as artificial intelligence and microprocessor capacities catch up with the temporary puzzle of high quality translation and interpretation. Put your ear to the ground and you can hear it coming!
However if English is to be our main means of idea and information sharing (and knowledge building), and given that the participants in all this are coming from places all around the planet where English in not the main language, it is clear that we (on both sides of this linguistic equation, native speakers and others) are gong to have to learn to manipulate the language in a way which permits it to serve its full functions under these rather special circumstances. Here, most briefly, is the technique which we all must learn to master. First, for those of us who have it as our mother tongue, we must learn to express ourselves both succinctly and with a choice of words and expressions that can be clearly understood by all involved. And if we may seem to lose something in the process as we are obliged to forego more or less hot phrases and references which may have meaning to our particular insider group, there will also be compensating advantages. Faced with the need to express ourselves in simple language and not in any sort of code or meta-language, we are put to the harder tests of reasoning and articulation – a certain kind of "back to the drawing board" which can only help us in clarifying our ideas, including to ourselves.
But that is only half of what we have to bring to the party. The other half is that of being at once sufficiently indulgent, cultured and intellectually curious to hang on and try to understand what the non-native speaker may be trying to say… filling in the gaps, as it were. (And believe me friend, sometimes those unfamiliar and 'sounds wrong' kinds of phrases may carry with them insights and knowledge that you and I have never even dreamed of). This is of course the real opposite of linguistic snobbery, and in the process we are not lowering or abandoning our standards, rather we are working with them and articulating them so that they can do some other important jobs of communication within the same powerful and forgiving frame, if only we are willing to work with it in the right way.
Those who are coming at the language from the other side must also show great discipline and forbearance as they prepare and present their ideas, materials and arguments in written form. The emphasis has to be on simplicity and clarity of expression, which almost automatically translates to short, mainly declarative sentences with a choice of vocabulary to match (Strunk and White's deservedly famous, The Elements of Style). My experience shows that this tends to pose the greatest difficulties for people who come from highly articulate discursive cultures (ahem!), and of course for those of us who are perhaps a bit more than averagely in love with the sound of our own resonant voices. But the bottom line truth is that it's good for them, and good for us!
This then is our Faustian deal, and if not so well stated itself nonetheless puts before you an issue of which those of us who work internationally must become ever more aware. Personally, I much regret that our leaders back in 1946 did not have the foresight to understand that what we needed for these purposes was a single rational choice. And that may well not have been English. Indeed, my preferred candidate would have been Italian – on the grounds of its deep history, its importance as a root source for so many other languages, its sheer beauty, and perhaps as important as any of that, the magnificent generosity that virtually every Italian shows to anyone who makes even the most pitiful stab at expressing herself in his most exigent and powerful but, for those of us on the outside at least, most forgiving language. A lesson that many of us English and French speakers have yet to master.
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The Challenge of The Commons -- Providing for the Future
We here at EcoPlan have financed most of the costs involved in building up these sites ourselves over the last several years. The money for this has been generated as a result of our private sector consultancy and advisory work which is introduced in the EcoPlan Home Page. This is however an arrangement which we simply cannot afford to continue much longer. Further help is going to be needed.
If there were any one external group whom we would have to thank for their consistent encouragement over the last half decade, it would be Peter Johnston and Robert Pestel’s communications technologies policy unit in DG XIII at the European Commission. Their early, if frugal support of our Rethinking Work program has been one of the keys to our ability to continue our efforts in this most important area of technology and public policy. More recently, they have helped us out by giving our group greater flexibility in developing useful materials along thee lines you will find here, via their European Telework Development Initiative, which has been a big help over the last months. Likewise, the partial support received from the United Nations University and their Institute for Advanced Studies was central in getting the Zero Emissions Conference underway. And once the conference was in gear, we have been greatly helped by our colleagues at The Center@Hamline for their support for the critical interactive portion of the conference.
Some early financial support has also been received from the OECD’s Environment Directorate (Gerard Dorin and Peter Wiedekehr) and Environment Canada, who encouraged us to undertake the initiative to create a full-function "electronic environment support system" in support of the March 1996 Vancouver Conference, Towards Sustainable Transportation . No less important was the fact that when the OECD named me to sit on the International Organizing Committee for that meeting, I found myself stimulated to create this as what I regarded as an essential counterpoint to a meeting for which much too much physical transport was being build into the whole program. Initially our proposal was received with little enthusiasm, but when we took the initiative of funding most of it on our own, we eventually found them to be good partners and appreciative of our efforts.
This is also the place to thank John Thakara and his colleagues at the Netherlands Institute of Design for their example, ideas and encouragement. We see our Web pages as part of a friendly competition and collaboration, and can refer you to visit their site with considerable enthusiasm. My main supporter in this task over the last two years has been Philippe Crist, who, though he is now working with the OECD has continued to manifest his interest and helpfulness to our project. We also owe a word of thanks to our friends in Telework Europa who welcomed and contributed to our New Ways to Work and Access/Sustainability Forums since 1993 (to visit these sites you must first get into CompuServe, then GO ECTF, then turn to the appropriate section).
Looking to the future, one of the challenges which presently is most pressing at this point is that of converting at least some of the kind words that we have been regularly receiving as a result of our efforts thus far into funding and other forms of sponsorship and support for both the overall Commons site, and for each of the specialized sections. In the coming months we will be giving this our particular attention and hope that some of you too will be turning over in your minds (and budgets) ways in which this can be done. There are a number of ways of doing this, all without taking away the absolute independence and integrity of this effort which is, in my as always most humble view, one of its main reasons for being. It will interest us to hear from you and see how this works out.
Eric Britton, EcoPlan, Paris, 23 November 1997
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Last updated 27 December 1997