reference – authors bios’

43 authors are referenced by McCay in BEYOND MOTIVATION. In the Tydbyte Media Expanded Edition a short biography of each author has been included.

A brief synopsis of each publication is also included in the book.

I find it exciting to be able look at where the germs of McCay’s thoughts came from.
Richard E. Ward

Author Links

Follow the links below to find a copy of the brief author bios.

Quentin Fiore

Quentin Fiore (born 1920) is a graphic designer, who has worked mostly in books.

Having taken art lessons from renowned artists George Grosz and Hans Hofmann, Fiore later studied at the “New Bauhaus” in Chicago.

Quentin Fiore is noted especially by his designs of the 1960s, where he mixed text and images, different sizes of type and other unconventional devices to create dynamic pages that reflected the tumultuous spirit of the time. In the words of critic Steven Heller, Fiore was “as anarchic as possible while still working within the constraints of bookmaking”.

Of particular interest are his collaborations with media theorist Marshall McLuhan, such as War and Peace in the Global Village that is a collage of images and text that illustrates the effects of electronic media and new technology on man; and The Medium is the Massage (1967) a project that was initiated by Fiore, the book has been described as the seed from which the idea that “consciousness can be affected by the knowing collision of verbal and visual information” sprouted. The style was pushed further in DO IT!: Scenarios of the Revolution (1970), the controversial yippie manifesto by social activist Jerry Rubin.

In 1968 The Medium is the Massage was made into an LP (Columbia, CS 9501, CL 2701), combining readings of excerpts of the book with musical samples and original musical accompaniments. In 1999, a remastered version was released in CD format by SME Japan.

War and Peace in the Global Village

War and Peace in the Global Village by Marshall McLuhan and Quentin Fiore is a collage of images and text that illustrates the effects of electronic media and new technology on man. Marshall McLuhan used James Joyce’s Finnegans Wake as a major inspiration for this study of war throughout history as an indicator as to how war may be conducted in the future.

Joyce’s Finnegans Wake is claimed to be a gigantic cryptogram which reveals a cyclic pattern for the whole history of man through its Ten Thunders.

Each “thunder” below is a 100-character portmanteau of other words to create a statement he likens to an effect that each technology has on the society into which it is introduced.

In order to glean the most understanding out of each, the reader must break the portmanteau into separate words (and many of these are themselves portmanteaus of words taken from multiple languages other than English) and speak them aloud for the spoken effect of each word. There is much dispute over what each portmanteau truly denotes.

McLuhan claims that the ten thunders in Finnegans Wake represent different stages in the history of man:

Thunder 1: Paleolithic to Neolithic. Speech. Split of East/West. From herding to harnessing animals.

Thunder 2: Clothing as weaponry. Enclosure of private parts. First social aggression.

Thunder 3: Specialism. Centralism via wheel, transport, cities: civil life.

Thunder 4: Markets and truck gardens. Patterns of nature submitted to greed and power.

Thunder 5: Printing. Distortion and translation of human patterns and postures and pastors.

Thunder 6: Industrial Revolution. Extreme development of print process and individualism.

Thunder 7: Tribal man again. All choractors end up separate, private man. Return of choric.

Thunder 8: Movies. Pop art, pop Kulch via tribal radio. Wedding of sight and sound.

Thunder 9: Car and Plane. Both centralizing and decentralizing at once create cities in crisis. Speed and death.

Thunder 10: Television. Back to tribal involvement in tribal mood-mud. The last thunder is a turbulent, muddy wake, and murk of non-visual, tactile man.