[ecrea] Celebration of the McLuhan Centenary

[my apologies for the very poor quality of the 
file - but this is how I received it]

Contacts are:
R. Logan <(logan /at/ physics.utoronto.ca)>
Robert Scott <(40bob.scott /at/ gmail.com)>

+++++

McLuhan 100
Celebration of the McLuhan Centenary
Working document (July 12, 2010)
Dominique Scheffel-Dunand (Director, McLuhan 
Program in Culture and Technology)
Introduction
I ú Proposed Initiatives
II  ú  Impact on Scholarship and Research
III  ú  Preparatory Steps taken since 2008
Appendix ú References
Toronto was then ?for a brief period the intellectual centre of the world.?
? Oswyn Murray
1
Introduction
2011 marks the anniversary of the birth of
Herbert Marshall McLuhan
. Born July 21 in Edmonton, Al-
berta, McLuhan grew into a literary and media 
icon of extraordinary renown, topping the Globe and Mail's
end-of-millennium poll of the twentieth century?s 
ten most influential Canadians. No figure is more univer-
sally associated with the rise of media, 
information, and our transformation into a digital society. And no
name is more widely or instantly associated with the University of Toronto.
Around the world, a tremendous range of 
activities are being planned to celebrate the McLuhan cen-
tenary. Toronto will inevitably become the 
subject of intense intellectual gaze?as millions of eyes focus
on McLuhan?s history, on the University where he 
worked, on his vaunted Centre for Technology and Cul-
ture, and on the contextualizing Toronto School of Communication.
Responsibility for the McLuhan Program in Culture 
and Technology, and for the legendary Coach House
on Queen?s Park Crescent, now falls under the 
mandate of the UofT Faculty of Information (?iSchool?).
The iSchool reconceived the Program under the 
auspices of a newly created Coach House Institute,
normalizing procedures of oversight and 
governance. The renewal of the program was brought into public
light for the first time in May 2010, to celebrate the 30
th
anniversary of McLuhan?s death, through three art
exhibits commissioned at UofT in partnership with 
the Scotiabank CONTACT Photography Festival: Lewis
Kaye and David Rokeby?s art exhibit at the Coach House,
2
and two exhibits at the University of Toronto
Art Centre .
3
In honour of the centenary the iSchool proposes 
to build on these steps towards regeneration with a
year-long series of events, culminating with a 
spate of public conferences, artistic exhibits, and participa-
tory events. The year of events, and the final 
week of intense activities, will stand witness to Toronto?s
founding placement in the McLuhan legacy. The 
initiatives proposed are all designed to be exciting, inex-
pensive, and catalytic?shot through with 
provocative intellectual and artistic themes evocative of McLu-
han?s dash and fervor. Some projects will be 
University-specific; many will be collaborative and participa-
tory, carried out jointly with the City of 
Toronto, GTA educational and artistic institutions.
Below we suggest an initial suite of possible 
projects, together with some notes on their collaborative, and
intellectual contexts. The list is intended to 
serve as a basis for conversation and planning, We invite
comments, suggestions, partners, and general 
discussion of how Toronto can honor its historical place as
McLuhan?s home.
1
Murray, Oswyn, Oxford University, ?The Word is 
Mightier than the Pen,? TLS (16? June 1989, 655ô, at 655).
2
Through the Vanishing Point: 
http://scotiabankcontactphoto.com/primary-exhibitions/183
3
The Brothel Without Wall and Probing McLuhan: 
http://www.utac.utoronto.ca/past-exhibitions/195-the-brothel-without-walls
and http://www.utac.utoronto.ca/past-exhibitions/201-probing-mcluhan



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McLuhan 100 ? Celebrations
I ú Proposed initiatives
Proposed activities are being to meet (each in 
various degrees) the following criteria:
1.
Style:
Fun, provocative, ?askance? to accepted ways of viewing things, inexpensive.
2.
Collaborative:
Involving the city, other GTA educational 
institutions, the public sector (museums,
archives, etc.), private partnerships, 
open-source and other web-based networks (e.g., the Mozilla
foundation), etc.
3.
Research:
Triggering or catalytic of genuine research and 
scholarship, so that the year contrib-
utes to the future excellence of the University?s academic programs.
In addition, the series is intended to focus across a wide temporal range:
1.
Then:
Associated with the McLuhan legacy?focusing 
especially on public memory and oral his-
tory, catalyzing, preserving, and reconstructing 
diverse constituent memories of the social, artistic
and intellectual networks that constituted the 
McLuhan phenomenon, exploring such questions as:
why, what, and how we remember.
2.
Now:
Provocative events that look askance, in 
?McLuhanesque? style, at the state of contemporary
society, particularly as regards the intersection 
and imbrication of culture and technology,
3.
When?:
Forward-looking events which aim to bring the 
best elements of the McLuhan tradition
forward in ways that amplify and complement the 
University?s and City?s sense of the future of the
university, the city, and the networked world.
Substantively, the intent is to focus not simply 
on McLuhan, but on the context of his work, his impact,
and his rise to prominence. The importance of 
doing this is to understand the role of such ?think tanks?
such as the Toronto School of Communication 
(TSC), and of thinkers such as McLuhan?how and why
they are important for a society, what contextual 
factors nourish and amplify such provocative thinkers,
etc. What led to the conversations that happened 
during the time of the TSC? How did the TSC matter for
its various constituent scholars, in regards of 
the development of their respective careers? As Friedland
has noted, McLuhan and the TSC prefigured the 
rise of multidisciplinarity and the methodologically di-
verse character of the contemporary university.
4
What can we learn, from that time, that will give us an
equally prescient perspective on the next 50 years?
Some proposed activities:
4
Martin L. Friedland, The University of Toronto: a History: p. 479-498
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McLuhan 100 ? Celebrations
Content Notes
1
Toronto, McLuhan, and the Toronto School of 
Communication?Tours (Virtual & Physical)
Type
Map and guide to the history and to the year?s events.
What
Web-based and correlated physical tours (as appropriate)
of pertinent Toronto, UofT, and other historical & topog-
raphic landscapes: (i) physical spaces where McLuhan and
TSC scholars lived, taught, worked, lectured, conducted
research, etc; (ii) intellectual conversations & synergies
between and among TSC members.
?
Where
Online, and with iconic posters or ?historical markers?
spread across campus and the city, with a distinctive,
trenchant logo, so that people will run into these emblem-
atic reminders.
?
Details
Webpages, podcasts, mobile-computing-based interpretive
aids to read the campus (archival photos, podcasts with
archival content); virtual and physical visits to Innis College,
Northorp Frye library, Bissell building, informing on the To-
ronto School of Communication.
?
Who
Students and graduate students from post secondary insti-
tutions in Toronto to design and produce content for primary
information (artefacts, historical timelines, music podcasts,
virtual museums, scholarly profiles about the Toronto
School of Communication and the city of Toronto).
?
How
Web-based virtual mapping software; ?augmented reality?
mobile computing.
?
Research
Develop expertise in mobile computing, hybridization of
virtual and physical mapping. Location-aware services, etc.
Constitute digital memory banks allowing sharing, collect-
ing, aggregating & exhibiting of content. Data are outputs of
research, inputs to scholarly publications, and input to sub-
sequent research and learning on dynamic living reposito-
ries of current history, a space where researchers and citi-
zen come together.
?
Partners
iSchool: Museum Studies Program
OCAD: ?Smart Campus in Your Pocket? and ?Mobile De-
sign? projects
Library and Archives Canada, Ontario Archives
UofT archives, St. Michael's College Kelly Library
Centre for Contemporary Canadian Art
Coach House Press, Toronto jazz, Luminato Festival, etc.
?
Content Notes
2
Workshops, Public lectures and Conferences
What
Coordinated series of conference and workshops, tying in
with cultural events happening in Toronto (Luminato, TIFF,
Scotiabank Contact Photography festival, Culturedays,
etc.). Traditional and experimental in format, designed to
show that: (i) UofT takes the McLuhan legacy seriously in
Toronto and abroad; and (ii) that  the University recognizes
the McLuhan ?brand? as one to be shared with all Toronto-
nians.
To be coordinated with
Transmediale in Berlin,
who are in charge of the
McLuhan100 celebrations
in Europe for 2011.
Where
Post secondary institutions in Toronto, and around the city
?
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McLuhan 100 ? Celebrations
Details
Large and small public conferences, lectures, workshops
and convocations to be structured so as to encourage con-
versation among the participants.
?
How
Videoseminars and videoconferences. Decentralized con-
cept of a conference, which facilitates live multi-way real
time communications with video, voice and presentation to
a wider audience. These set of interactive technologies
similar to traditional seminars, in content and purpose are
given over a teleconference or bridgeline rather than at a
specific location.
Videoseminars and video-
conferences provide an
opportunity for a host to
broadcast information to a
large number of people at
one time. They eliminate
the need for travel, expen-
sive preparation and pres-
entation material costs,
thus making these set of
interactive technologies a
very cost effective and
sustainable delivery
method.
Research
Develop expertise in interactive technologies, hybridization
of virtual and physical spaces.
Partners
iSchool, YorkU, RyersonU, OCAD, and other GTA post
secondary institutions
City of Toronto
Invest Toronto
Province of Ontario (ORION)
MaRS
Content Notes
3
Coach House Salons
What
Narratives, stories, and speculations in McLuhanesque
style, collected and cast on the CHI/McLuhan Program
website, but also (perhaps) displayed?even uncurated (cf.
the Fringe theatre festival) on kiosks or at other sites across
campus and city.
?
Details
Multiple spaces expandable into games (memorabilia) or
scholarly conversations. Narratives and fun stories from
UofT Alumni and McLuhan friends and scholars, contextual-
ized by diverse artefacts (photographs, maps, music
pieces, art, scholarly publications, etc.) to constitute a vir-
tual museum.
These spaces will allow Canadian to better understand the
place knowledge occupies in their lives and why the places
where knowledge is stored was profoundly transformed
then and now. These activities will help build a cross gen-
erational community of engaged individuals/citizens (young
and senior scholars, students at all levels, artists, etc.) re-
flecting and representing the foundation of public memory
cast as "documentary heritage"; These artefacts will help
document the provenance and sources of knowledge then;
reflect on its nature and dimensions; discuss its authority,
authenticity and utility and its continuing relevance to social
literacy and democracy. The Coach House Salons will ini-
tially create multiple spaces of "public remembering" and
showcase information and knowledge transformed by digi-
tality.
?
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McLuhan 100 ? Celebrations
How
McLuhan website and partners? websites
Research
Develop expertise in collaborative editing, creating "com-
munity-made editions", a library or repository where users
either transcribe, collate the transcriptions on high quality
images or texts; or would analyze the collations and add
commentaries. This type of collaboration requires not only
developing technical platforms that supports real-time col-
laboration and automation of routine tasks, but one that
also facilitate a cultural shift towards collaboration amongst
linguists, historians, librarians, philosophers, and technical
experts. Collaborative annotations can facilitate as well col-
laborative interpretation, as readers catalog, classify and
analyze and offer their own interpretations of works, images
and social bibliographies archived in the database memory
bank.
Partners
UofT Alumni
iSchool: Museum Studies
UofT various departments such as Art History,
UBC, Museum of Anthropology
Arts and Letters Club
YorkU, RyersonU, OCAD and other GTA post secondary
institutions
Content Notes
4
Marshall McLuhan's communications environment
Type
30 hours of video interviews with Eric McLuhan
What
Oral history archive
?
Where
Toronto, Bloomfield (Ontario)
?
Details
Detailed and fairly systematic insight into the human and
technological networks comprising Marshall McLuhan's own
communication environment.
The interviews will enable to crowdsource transcription simi-
lar to the distributed proofreading that powered Project
Gutemberg, which has enlisted volunteers to proofread over
15, 000 books since 2000.
The interviews will be pack-
aged by way of technologies
exemplifying the richness
and dynamism of digital-age
communications. Thorough
transcription and translation
of the interview text would
facilitate immediate, intense
and highly customizable
modes of access to the in-
terview and related informa-
tion.
Who
Eric McLuhan
Graham Larkin (Curator of the American and European
collections at the National Gallery of Canada)
Adam Welch (PhD student, Art History Program, UofT)
Dominique Scheffel-Dunand (iSchool, YorkU)
?
Research
Develop collaborative translation, collaborative filtering and
annotation. Users make the initial translations, which are
then reviewed, augmented by editors and given a quality
rating.
Partners
Schools of translation (YorkU)
School of translation (University of Ottawa)
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McLuhan 100 ? Celebrations
5
McLuhan Century: An Inventory of Effects
Type
Exhibition (online, book, and museum exhibit)
What
Exhibition and interpretation of 100 McLuhan artifacts se-
lected from Library Archives Canada (LAC) McLuhan ar-
chive, with associated publication in French and English.
?
Where
iSchool, Justina M. Barnicke Gallery, UTAC, City of Toronto
galleries, York Art Gallery, Glendon Art gallery, OCAD, Ital-
ian Cultural Institute in Toronto, MamBo (Museum of Mod-
ern Art of Bologna), McLuhan Salon (Berlin), Centre culturel
canadien (Paris), etc.
?
Details
Introductory essay plus textual interpretation and photo-
graphs of each item. Delivered: (i) in book format; (ii) in a
virtual tour on the web site; and (iii) as an eponymous exhi-
bition, with high-quality large-format version of the photo-
graphs, opening at the iSchool and subsequently traveling
to other venues across Canada.
?
Who
Text: Graham Larkin (Curator of the American and Euro-
pean collections at the National gallery of Canada); Photo-
graphs: Robert Bean (Artist and Professor at Nova Scotia
College of Art & Design).
?
Partners
iSchool: Museum Studies Program;
National Gallery of Canada (Ottawa);
National Research Council
Canada Science and Technology Museum
York University
Ryerson University
OCAD
ScotiaBank Contact Toronto Photography Festival
Centre for Contemporary Canadian Art
Art Metropole, V-Tape, etc.
University of Bologna
?
Content Notes
6
Media Mix: Communications in the Age of McLuhan
Type
Exhibition (online, book, and museum exhibit)
What
Exploration of the life stories of artefacts populating the
?electric information environment? of McLuhan?s time
?
Where
Canada Science & Technology Museum (CSTM) ?
Details
Complementary to the ?Inventory of Effects?, choice of arte-
facts would include such devices as the telephone, tele-
graph, teletype, film, radio, television, dictaphone, mimeo-
graph, videotape, audio tape and computer. Exhibition to
open January 2011 as part of CSTM?s ongoing Artefact
Spotlight series. Remain open for duration of 2011 McLu-
han centennial year.  The CSTM Communications collection
breaks down as follows (number of artefacts):
?
Who
Graduate students from various universities in Toronto and
partner universities in Canada will collaborate to mine the
archives, produce online presentation by experts via pod-
casts and webcasts as well as presentations on the McLu-
han fonds, illustrated with film footage and Robert Bean's
photos.
?
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Partners
Canada Science and Technology Museum (CSTM)
Library and Archives Canada
Cinmath`que (Montral)
MZTV Museum of Television (Toronto)
CBC/SRC
Research works will be
conducted in partnership
with the CBC whose 75
th
anniversary will coincide
with McLuhan 100
Content Notes
7
Media Blast: Pun / Video Contest
Type
Competition
What
Youth outreach, modeled on BBC ?My World? competition
5
?
Where
Toronto and across Canada
?
Details
Each applicant to produce McLuhanesque message in form
of a short video (remix of archival content or original music,
performance, graphics, culture, etc.). Entries posted on the
McLuhan Program web site. Assessed by panel of judges
(not just local celebrities, but real experts in the field); win-
ners receive various prizes.
The BBC 'curators' (i.e.
judges) found that there
emerged clearly detectable
national styles
Who
CSTM, CBC/SRC,
YorkU and RyersonU (Joint Program in Culture and Com-
munication)
Concordia, Universit de Montral, UQAM, McGill
?
Research
Project would allow researchers to observe how McLuhan,
when introduced to a younger generation around the world
who may have never heard of him, interpret his words and
the way they mix, mash it to come up with a new poetic or
poignant video clip
?
Partners
Toronto International Film Festival, National Film Board
Culturedays
Content Notes
8
Exhibit: Through the Vanishing Point
Type
Exhibit
What
Touring and digital curation of David Rokeby and Lewis
Kaye?s exhibit commissioned for the 2010 Scotiabank Con-
tact Photography Toronto Festival, presented May 2010 at
McLuhan Coach House.
?
Where
Online; & touring across Canada and abroad
?
Details
The May 2010 exhibit at the Coach House was hugely suc-
cessful
?
Partners
Hart House (Justina M. Barnicke Gallery)
McLuhan Salon (Berlin)
Centre culturel canadien (Paris)
MamBo (Museum of Modern Art of Bologna)
5
http://www.bbc.co.uk/worldservice/arts/2010/03/100319_myworld_winner.shtml
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McLuhan 100 ? Celebrations
Content Notes
9
McLuhan Wordscapes
What
Marshall McLuhan vocabulary, concepts database
?
Where
Participatory data-intensive web 2.0 resource & exhibit
?
Details
Terminology database to showcase & provide: (i) integra-
tion of aural, visual and textual content; (ii) open manipula-
tion of audio, video playback for entertainment, teaching
and research purposes; (iii) multi-levels of search features
such as metadata or user-generated markup and content
(comments, tags); it would support a range of mobile de-
vices (Android, iPhone, etc.). Investigations could be envi-
sioned to have multiple languages beyond English and
French to answer needs of multiple users and reach out to
the world and the development of open access web appli-
cations for multiple phones and platforms.
?
Who
Dominique Scheffel-Dunand (iSchool, York)
Graham Larkin (National Gallery, Canada)
Elena Lamberti (University of Bologna)
Brian Cantwell Smith (iSchool)
Mark Surnam et al. (Mozilla Foundation)
?
Research
Allow investigations on the usefulness (scholarly and teach-
ing values) of incorporating features that facilitate the per-
sonal aspects of research and teaching; inciting explora-
tions on interfaces that will support compatibility and port-
ability (interfaces will be cross-platform) and cross-browser
(firefox, Opera, etc.),
?
Partners
Mozilla Foundation, YorkU, Ryerson, OCAD
?
II ú Impact on Scholarship and Research
In addition to the project-specific research 
dimensions and impact listed in the project activities above, the
series of McLuhan 100 activities will:
1.
Like the Toronto School of Communication between 1950 and 1980,
forge new networks for
knowledge exchange
across generations, scholarly engagement among academic historians
and theorists, media theorists, librarians, 
archive and preservation workers, curators and pro-
grammers, media art centre directors, and linking 
them all with a new generation of students to dia-
logue and implement meaningful project on public 
memory with communities engaged in the same
inquiry (i.e.: Mozilla Foundation with the Drumbeat program);
2.
Investigate the
impact of continuously developing and unstable media technologies on
knowledge formation
, learning and art production, critics and theorists to publish their views on
how the power of digital technological 
transformation has radically changed the landscape of art,
communication, and daily life;
3.
Discuss the
implications of digital technologies for the content and conduct of scholarly
research and teaching
?including on issues of access, humanistic inquiry, scholarly communica-
tion, and artistic creation through digital and 
online distribution platform or architecture;
4.
Ask new questions, develop new methodologies, 
formulate new paradigms of understanding, and
create and work with multimedia content to solve 
current problems and plan for future challenge in
distribution, exhibition, archiving and 
preservation, as they relate to questions of national heritage
(McLuhan archives), technology transfers and media migration;
5.
Create a platform or architecture for shared and 
networked archives alongside strategies for media
preservation of public memory across communities 
both scholarly and artistic and across countries
by enabling public access to significant archival 
material and scholarly publications, through writ-
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McLuhan 100 ? Celebrations
ing, teaching and archival practices.
III ú Preparatory Steps taken since 2008
Several years ago the iSchool began a quiet 
process of renewal reestablishing the possibility of a new
style of sustainable partnership with various 
institutions locally, in Canada and abroad.
1.
Dialogues with the family have been 
reestablished, in order to ensure proper use of the McLuhan
name and legacy, the appropriate (and approved) 
use of archival material at Kelly libraries, UofT
and LAC in Ottawa. This strategy will allow 
scholars to use McLuhan works for the McLuhan cen-
tenary celebrations and beyond.
2.
Over the past two years conversations have been 
conducted at UofT libraries, archives, exhibi-
tion/art spaces and various academic units 
(iSchool, St. Michael?s College) to develop and pro-
mote archives and artistic exhibits such as the 
UTAC and David Rokeby/Lewis Kaye exhibit in May
2010. We will be doing the same thing with other 
post secondary institutions in Toronto and Can-
ada in order to develop content with their 
public/artistic spaces, their archives (Ontario archives be-
ing located on the York University campus, for 
example) to conduct collaborative research or use
artistic spaces illustrating the results of these 
collaborations. Among academic institutions we ex-
pect to collaborate with are: YorkU, RyersonU, 
OCAD, the Nova Scotia College of Art & Design,
Universit de Montral, Universit du Qubec & 
Montral, McGill University, Concordia, UBC,
Simon Fraser, University of Alberta, the Emily 
Carr Institute of Art & Design, the University of Bolo-
gna, Humboldt University, and St. Mary's University.
3.
Partnerships with federally and provincially held 
collections such as Library and Archives Canada,
Ontario Archives, Canada Science and Technology 
Museum, Art Gallery of Nova Scotia, etc. will
allow the sharing of information, the posting 
online of data collections, the gathering on webspaces
and real spaces of exhibitions, the creation of 
educational content (lessons plans at elementary
and secondary levels). Playing McLuhan/Toronto 
centerdness and Canadianness to establish new
collaborations on how to develop public memory 
will be the perfect occasion to establish sustain-
able relationships with federal and provincial governmental organizations.
4.
City of Toronto local event organisers such as 
Luminato, TIFF, Nuit Blanche, Scotiabank Contact
Photography Festival, and sponsors such as Invest 
Toronto will collaborate to celebrate McLu-
han100. For example, during the month of May 
2010, the Coach House Institute partnered with the
Scotiabank Photography Toronto Festival (the 
biggest photography festival in the world) to cele-
brate the 30
th
anniversary of McLuhan?s death.
5.
Development of local and international 
partnerships: Mozilla Foundation; Canadian Embassy in
Paris with the Centre culturel canadien in Paris; 
City of Berlin; Canadian Embassy in Berlin (McLu-
han Salon); Transmediale: the group that will be 
coordinating the McLuhan centenary celebrations
throughout Europe in 2011 .
6
6
Transmediale presents and pursues the advancement 
of artistic positions reflecting on the socio-cultural, political and
creative impact of new technologies, network 
practices and digital innovation. As a festival 
aiming to define the contours of
contemporary digital culture, it seeks out 
artistic practices that not only respond to 
scientific or technical developments, but
that shape the way in which we think about and 
experience the technologies which impact virtually all aspects of our daily
lives. The festival includes exhibitions, 
competitions, conferences, film and video programmes, live performances and a
publication series called 'transmediale 
parcours'. Moreover it cooperates with club 
transmediale (CTM), which deals with
electronic music and club culture. Transmediale 
is a project of the Kulturprojekte Berlin GmbH, in cooperation with the
House of World Cultures and funded by the German Federal Cultural Foundation.
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McLuhan 100 ? Celebrations
Appendix ú References and useful links
Media Ecology Association  ú  http://www.media-ecology . org/#/news/
Mozilla Drumbeat ú  https://www.drumbeat.org/about
Transmediale ú  http://www.transmediale.de/en/fes t ival/salon
BBC World Service 
ú  http://www.bbc.co.uk/worldservice/arts/2010/03/100319_myworld_winner.shtml
(My World competition)
Angela Grauerholtz   ú  http://www.atworkandplay.ca/
Toronto Jazz  http://torontojazz . webs . com/
MZTV Museum of Television
http://www.mztv.com/mz.asp
Centre for Contemporary Canadian Art
http://www.ccca.ca/index.html?languagePref=en&;
Art  Metropole
http://www.artmetropole.com/
Vtape http://www.vtape.org/
Coach House Press
http://www.chbooks.com/about_us
Scotiabank CONTACT Photography Festival http://www.scotiabankcontactphoto.com/
Library and Archives Canada   http://www.collectionscanada.gc.ca/index-e.html
Canada Science and Technology Museum
http://www.sciencetech.technomuses.ca/

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