Futurists of the 20th century were prone to some highly optimistic predictions. Theorists thought we might be extending our life spans to 150, working fewer hours, and operating private aircrafts from our homes. No one seemed to imagine we’d be communicating with smiley faces and poop emojis in place of words.
Marshall McLuhan didn’t call that either, but he did come closer than most to imagining our current technology-led environment. In 1962, the author and media theorist (who is the subject of today's Google Doodle) predicted we’d have an internet.
That was the year McLuhan, a professor of English born in Edmonton, Canada on this day in 1911, wrote a book called The Gutenberg Galaxy. In it, he observed that human history could be partitioned into four distinct chapters: The acoustic age, the literary age, the print age, and the then-emerging electronic age. McLuhan believed this new frontier would be home to what he dubbed a “global village”—a space where technology spread information to anyone and everyone.
Computers, McLuhan said, “could enhance retrieval, obsolesce mass library organization,” and offer “speedily tailored data.”
McLuhan elaborated on the idea in his 1962 book, Understanding Media, writing:
"Since the inception of the telegraph and radio, the globe has contracted, spatially, into a single large village. Tribalism is our only resource since the electro-magnetic discovery. Moving from print to electronic media we have given up an eye for an ear."
But McLuhan didn’t concern himself solely with the advantages of a network. He cautioned that a surrender to “private manipulation” would limit the scope of our information based on what advertisers and others choose for users to see.
Marshall McLuhan died on December 31, 1980, several years before he was able to witness first-hand how his predictions were coming to fruition.