Marshall’s Plan
I always aim at individual person, yes you, the one reading my columns, because I think education should be individual, started and tailored to one’s own goals, needs and abilities, accompanied by tireless companion — Generative AI.
Yet, in the last column I declared a state of war, the war on deception, because we all are paying too much attention to this new tool, but not trying to understand it from specific perspective — personal education knowledge (education is still, and always will be institutional).
And especially not trying to understand ourselves — how we learn, how we understand things and how we communicate them to others (in our case to Generative AI), in order to close recursive loop, getting informed, knowledgeable, smarter and thus better by every upward spin we make.
I genuinely do not believe in motivation by fear — if you don’t eat your vegetables, you’ll get sick, or any kind of carrot and stick motivation.
What I believe (and do as a teacher) is kind of Daniel H. Pink’s model of fostering environment where individuals can achieve autonomy, mastery, and purpose, as a key to high performance and sustained motivation.
Yet, I have threatened you with mentioning the war, in attempt to mobilize you, to take responsibility into your own hands and understand and learn how to use Generative AI for your own benefit. I will never question you why, or about personal goals, it works for almost anything. I am strongly suggesting the path of knowledge, as most valuable benefit.
McLuhan’s Legacy
If the massive deception did not started (yet), and especially we (humanity) didn’t lost it (yet), what kind of recovery (Marshall) plan I am proposing? And why?
I will call the other great Marshall, Marshall McLuhan to help you understand why I urge for recovery when the mass deception is not even testified, nor triumphal. Yet.
Because of his remarkable legacy, especially one, I would dare to call a theorem — The medium is the message.
It is unusual (wrong) to name any social science thesis a theorem, but … from the moment (1964) he presented the thesis in his groundbreaking book ‘Understanding Media: The Extensions of Man’, explaining how the television, the dominant media of that time is changing society, …
it was proven with internet, mobile phones, social media, and it is continuing now, with a rise of Generative AI.
Although his work, especially claim that the medium, the carrier of the message is the medium itself (kind of recursion, isn’t it?) is a subject to media studies (quite often just this thesis for whole semester), it could be understood better with this simple explanation:
McLuhan claimed that the medium through which content is delivered has a more profound effect on society than the content itself. Because …
the dominant media of any given time, changes the way we experience reality, think, and interact with each other.
He was living in a time of rise of television, as most of us, that influenced even Garfield, for his legendary claim: ‘If it was on television, it must be true’!
In the time of our parents (which still believe in TV), television become the ultimate source of truth.
Lucky they 😊
Single origin of truth is kind of utopia to us.
For some time, the Google took that pedestal, but nowadays clear runner up is Generative AI, isn't it?
The most significant theorems (in mathematics) has some even more influential corollary — another theorem connected by a short proof to an existing theorem. And the time proved this one:
Unfortunately, only when the change becomes visible (through the consequences), only then we notice the strength of the dominant media.
Thus, the medium IS the message, IT is the bearer of the CHANGE, not its content!
Although Generative AI is on a rise, we can’t predict it would gain popularity (thus influence) like internet, mobile phones or social media, and definitely is not the dominant media of our time. We can barely consider it a media.
Why the call to action now?
Because Generative AI represents a new frontier where machines are capable of creating original content, bridging the gap between human creativity and automation.
It started to redefine our understanding of creativity and work, changing educational and learning paradigm (which I am writing about), and bringing totally new ethical and especially social concerns about further society development.
Nothing will be the same in just few years!
So, we should do preemptive Marshall’s plan, invest billions of dollars in prevention, not even wait to see the possible damage?!
How you can be sure it is not just common panic call because of immanent change, backwards rationalized justifying act, or even worse - just personal cry for attention, likes, profit …?
McLuhan lives on
Because of another (younger generation) media theorist, writer and professor — Douglas Rushkoff, who in 2002 won The Marshall McLuhan Award (😊) for Outstanding Book in the Field of Media Ecology for his book ‘Coercion: Why We Listen to What “They” Say’.
In a positive sense he extends McLuhan’s legacy to the digital realm.
He explores how the internet, social media, and AI alter not only communication but also our experience of time, economy, and identity.
Both thinkers are concerned with how technological media transform human perception and create new societal structures, though Rushkoff takes a more activist approach, urging people to regain control over these influences.
McLuhan was kind of naïve, believing that by eliminating distance barriers (due to technological advancements) eventually lead humanity into an era characterized by greater understanding among people separated by language and culture differences throughout history. A ‘Global Village’, in his eyes, would essentially erase boundaries that divide countries around the globe like never before seen.
Nowadays, we can testify his expectations had failed (and Rushkoff provided very reasonable explanation).
That is why Rushkoff, with his proactive approach, inspired me to call for an action.
Before we (as society) will see the (unwanted) changes Generative AI could impose.
We should first understand (what changes Generative AI brings), and individually (it is utopia to engage wider audience) use it for our own benefit (getting knowledge), hoping for wider acknowledgment and adoption.
Although naïve hope, as Rushkoff explained in Introduction of Coercion, I’ll stay behind my column.
In the introduction to Coercion, Douglas Rushkoff reflects on the early optimism he had for the internet and new media technologies. He saw them as liberating forces, giving ordinary people the tools to counter the manipulation of established powers like corporations and governments of that time.
He celebrated the rise of technologies such as camcorders and the internet as a democratizing force that allowed anyone with internet access to spread powerful ideas.
He strongly believed that these new media would empower the public, leading to a breakdown of traditional hierarchies and a world where only authentic ideas would succeed.
However, as the internet became a more dominant force, he began to see the early idealism erode. While the internet initially allowed grassroots movements to rise, businesses, corporations, and governments invest money (even hired him!) and learned to use these same tools to their advantage, applying more resources to manipulate media narratives.
Rushkoff realized that the very media he believed would democratize power could also be weaponized by the powerful to further entrench their influence, thus turning the tools of liberation into mechanisms of control.
And I am simply afraid it will be the same with Generative AI and endless (especially because of endless) opportunities it brings to humanity.
Generative AI as the Next Transformative Medium
Generative AI stands poised to introduce a new wave of transformation. McLuhan’s insight — that it is the medium, not the content, that brings profound change — remains relevant.
Generative AI will alter not just how we create and consume content, but also how we work, learn, and interact.
As this technology evolves, society will need to confront both its potential and its challenges, ensuring that its integration enhances human life rather than undermines it.
Thus, in line with McLuhan’s foresight, Generative AI may very well be the next medium that brings seismic societal shifts.
Knowing More
Daniel Pink’s Drive
Daniel H. Pink is an influential author and speaker, specializing in business, work, and human behavior. His work often blends research from psychology, behavioral economics, and sociology to challenge conventional wisdom on motivation, performance, and time management.
In Drive: The Surprising Truth About What Motivates Us, Daniel Pink argues that traditional motivators — like rewards and punishments — are becoming less effective, particularly in creative and complex tasks. Pink presents a model of motivation that is based on three key elements:
1. Autonomy: The desire to direct our own lives. Pink suggests that giving people control over their tasks, time, and technique leads to higher engagement and satisfaction.
2. Mastery: The urge to get better at something that matters. People are naturally motivated to improve their skills and overcome challenges when they find purpose in the activity.
3. Purpose: The feeling of contributing to something larger than oneself. Pink emphasizes that people are driven by a sense of meaning and significance in their work or actions, which aligns their efforts with long-term goals.
Marshall McLuhan
Marshall McLuhan (1911–1980) was a Canadian philosopher and media theorist known for his groundbreaking insights into the effects of mass media on human perception and culture. He taught English literature and later developed his theories on communication and media at various universities, including the University of Toronto. McLuhan became internationally renowned for his concept of the “global village” and his analysis of media as extensions of human senses.
His best-known works include Understanding Media: The Extensions of Man (1964) and The Gutenberg Galaxy (1962). McLuhan’s ideas were visionary for his time, anticipating the rise of digital media and its impact on society, decades before the internet.
Douglas Rushkoff
Douglas Rushkoff is an American media theorist, writer, and professor whose work focuses on the intersection of technology, media, and culture. Like McLuhan, Rushkoff is deeply interested in how media and digital technologies shape human behavior and society. His writings explore how the digital age alters relationships, economics, and power structures.
Rushkoff’s key contributions include concepts like “Present Shock” — the idea that society is no longer oriented toward the future but is overwhelmed by the constant “now” created by digital media — and “Team Human”, which advocates for reclaiming human agency in a world dominated by algorithms and corporate-driven technologies.
In his words, the early internet was indeed a liberating space for grassroots movements and individuals. However, as corporations and governments adapted, they leveraged their vast resources to dominate these platforms, shifting the landscape. This can be seen today in the sophisticated use of data analytics, targeted advertising, and algorithms to control online spaces, which often reinforce power structures rather than dismantling them.
What began as a democratizing force has evolved into a space where corporate and political agendas often shape the conversation, challenging the idealistic vision of a fully open and free media space.
McLuhan’s Theory and Modern Media
McLuhan theory says that each new medium brings structural changes to society, often in ways that are not immediately visible but profoundly affect how we communicate, think, and interact. Although his work predated the internet, mobile phones, and social media, his theory holds strong relevance today.
These technologies have not only transformed communication but have also created new modes of social interaction, influencing politics, economics, and culture.
- Internet
The internet, as a medium, exemplifies McLuhan’s theory that the medium itself is transformative. Rather than being a passive information delivery system, the internet reshaped how society processes information. It allowed for the decentralization of knowledge, creating a space where anyone can be both a consumer and producer of content. This shift fundamentally altered traditional power structures, such as journalism, education, and governance, as information became democratized and instantly accessible. The internet fosters connectivity across global distances, bringing McLuhan’s concept of the “global village” to life, where cultures are interwoven in real-time.
The consequences of this change became apparent only over time. While it has enhanced access to knowledge and communication, it has also given rise to information overload, digital echo chambers, and the erosion of privacy, altering social and cognitive behavior on a vast scale.
2. Mobile Phones
Mobile phones, another medium, have dramatically transformed human behavior and societal norms. With mobile phones, communication became instantaneous, no longer tethered to a fixed location. This constant connectivity shifted societal expectations about availability and responsiveness, altering work-life boundaries and fostering a culture of immediacy.
In terms of McLuhan’s thesis, the medium of mobile phones has restructured how people interact with their environment, making them constantly accessible, yet often more detached from their immediate surroundings. The change wrought by mobile phones — constant connectivity and the blending of personal and professional spheres — only became noticeable when people started to experience burnout, distraction, and social disconnection, despite being more “connected” than ever.
3. Social Media
Social media is perhaps the most powerful embodiment of McLuhan’s “medium is the message” in the 21st century. While its content (photos, messages, posts) is important, the real impact lies in how the medium alters human relationships and communication patterns.
Social media platforms have turned individuals into brands and content creators, reshaping identity, social norms, and self-presentation. McLuhan’s idea that media extend our senses is fully realized here, as social media allows individuals to curate, project, and amplify their social lives on a global stage.
The societal consequences — such as the rise of influencer culture, the spread of misinformation, and the shifting boundaries of public and private life — have emerged over time.
Social media has intensified polarization and tribalism, underscoring McLuhan’s point that the true “message” of a medium is in how it alters the structure of society and individual behavior, not in the specific content shared.
Generative AI as the Next Transformative Medium
It is not too early to consider Generative AI as a fourth transformative medium alongside the internet, mobile phones, and social media. Generative AI, the potential to profoundly alter how we create, consume, and interact with content.
Like McLuhan’s earlier examples, this technology is not just about the outputs it produces (e.g., text, images, videos), but about how the medium itself changes societal dynamics and human behavior.
Generative AI represents a new frontier where machines are capable of creating original content, bridging the gap between human creativity and automation. The consequences of this shift are vast, and while we’re still in the early stages, it is clear that this medium will bring significant change, much like the internet and social media before it.
Societal Changes We May Expect from Generative AI
1. Redefining Creativity and Work:
Generative AI blurs the line between human and machine creativity. Tasks once deemed uniquely human, such as writing, designing, or composing music, are now achievable by AI. This will not only redefine creative professions but also potentially democratize creativity, enabling more people to produce high-quality work with the assistance of AI. However, it also raises questions about intellectual property, authorship, and the value of human creativity in a world where machines can replicate it.
2. Shifting Educational and Learning Paradigms:
Education may undergo significant transformations. AI-driven tools can personalize learning at an unprecedented scale, offering individualized learning experiences tailored to each student’s needs. At the same time, the role of traditional educators may shift from content delivery to more of a guiding role, emphasizing critical thinking, creativity, and emotional intelligence — skills that AI cannot easily replicate. However, there is concern about over-reliance on AI, which could lead to a loss of deep thinking or the reduction of knowledge to easily accessible but surface-level interactions.
3. Changing the Nature of Work and Productivity:
With AI handling repetitive or cognitive-intensive tasks, there may be a shift in how businesses function and how people work. Automation of knowledge work is a significant shift, potentially displacing jobs while creating new ones that we haven’t yet fully identified. Generative AI could lead to a rethinking of what constitutes human labor, focusing more on creativity, emotional intelligence, and social interaction.
4. Ethical and Social Concerns:
As with any powerful medium, the societal changes wrought by generative AI come with potential downsides. Issues such as bias in AI models, the spread of deepfakes, and the potential for AI-generated misinformation are significant challenges. Additionally, privacy concerns may intensify as AI grows capable of generating personalized content from vast amounts of user data. The ethical use of generative AI will be critical in ensuring that its societal impact is positive.
5. New Forms of Communication and Interaction:
Generative AI may introduce entirely new modes of communication. We are already seeing AI being used to generate realistic conversations, video content, and even virtual personalities. This could lead to enhanced collaboration in global teams or create entirely new virtual social environments. However, the increased ability to mimic human interaction might also complicate relationships, as the line between authentic and AI-generated interaction blurs.
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