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tle: The Digital Condition
---
::: {.figure}
[]{#coverstart}
:::
Table of Contents
, it
has deep historical roots, some of which go back to the late nineteenth
century, but it really came into being after the late 1960s. As many of
the cultural and political institutions shaped by the previous condition
-- which McLuhan called the Gutenberg Galaxy -- fell into crisis, new
forms of personal and collective orientation and organization emerged
which have been shaped by the affordances of this new condition. Both
the historical processes which unfolded over a very long time and the
structur
been the most important project in
my life had it not been for Andrea Mayr. In this regard, I have been
especially fortunate.[]{#Page_xi type="pagebreak"
title="xi"}[]{#Page_xii type="pagebreak" title="xii"}
:::
Introduction [After the End of the Gutenberg Galaxy]{.chapterTitle} []{.chapterSubTitle} {#cintro}
cation
or on social mass media -- lent particular significance to the occasion
as a moment of collective self-perception.
It is more than half a century since Marshall McLuhan announced the end
of the Modern era, a cultural epoch that he called the Gutenberg Galaxy
in honor of the print medium by which it was so influenced. What was
once just an abstract speculation of media theory, however, now
describes []{#Page_2 type="pagebreak" title="2"}the concrete reality of
our everyday life. What\'s more, we ha
atlantic) West, is divided into three chapters. In the first, I
will outline the *historical* developments that have given rise to this
quantitative and qualitative change and have led to the crisis faced by
the institutions of the late phase of the Gutenberg Galaxy, which
defined the last third []{#Page_4 type="pagebreak" title="4"}of the
twentieth century.[^4^](#f6-note-0004){#f6-note-0004a} The expansion of
the social basis of cultural processes will be traced back to changes in
the labor market, to th
ans.\].
[3](#f6-note-0003a){#f6-note-0003} As early as 1995, Wolfgang Coy
suggested that McLuhan\'s metaphor should be supplanted by the concept
of the "Turing Galaxy," but this never caught on. See his introduction
to the German edition of *The Gutenberg Galaxy*: "Von der Gutenbergschen
zur Turingschen Galaxis: Jenseits von Buchdruck und Fernsehen," in
Marshall McLuhan, *Die Gutenberg Galaxis: Das Ende des Buchzeitalters*,
(Cologne: Addison-Wesley, 1995), pp. vii--xviii.[]{#Page_176
type="pagebreak" title="176"}
[4](#f6-note-0004a){#f6-note-0004} According to the analysis of the
Spanish sociologist Manuel Castells, this crisis
nced stagnation
until it ultimately, in a belated effort to reform, collapsed. See
Manuel Castells, *End of Millennium*, 2nd edn (Oxford: Wiley-Blackwell,
2010), pp. 5--68.
[5](#f6-note-0005a){#f6-note-0005} Felix Stalder, *Der Autor am Ende
der Gutenberg Galaxis* (Zurich: Buch & Netz, 2014).
[6](#f6-note-0006a){#f6-note-0006} For my preliminary thoughts on this
topic, see Felix Stalder, "Autonomy and Control in the Era of
Post-Privacy," *Open: Cahier on Art and the Public Domain* 19 (2010):
78--8
}
### Information overload 1.0 {#c2-sec-0003}
The printing press made texts available in the three respects mentioned
above. For one thing, their number increased rapidly, while their price
significantly sank. During the first two generations after Gutenberg\'s
invention -- that is, between 1450 and 1500 -- more books were produced
than during the thousand years
before.[^9^](#c2-note-0009){#c2-note-0009a} And that was just the
beginning. Dealing with books and their content changed from the ground
up. In
that are highly unlikely to occur elsewhere. This implies, of
course, that books contain many textual elements that are highly likely
to be found in other texts, without suggesting that such elements would
have to be regarded as plagiarism.
In the Gutenberg Galaxy, with its fixation on writing, the earliest
textual document is usually understood to represent a beginning. If no
references to anything before can be identified, the text is then
interpreted as a closed entity, as a new text. Thus, fairy tal
-note-0038){#c2-note-0038a}
In tandem with this, the overall commitment to the identities, family
values, and lifestyles promoted by these institutions has likewise been
in decline. The great mechanisms of socialization from the late stages
of the Gutenberg Galaxy have been losing more and more of their
influence, though at different speeds and to different extents. All
told, however, explicitly and collectively normative impulses are
decreasing, while others (implicitly economic, above all) are on the
evisit the terminology introduced at the beginning of this
chapter) or, in more general terms, they create suitable social
institutions for these new opportunities. In this sense, both
developments represent coherent and comprehensive answers to the
Gutenberg Galaxy\'s long-lasting crisis of cultural forms and social
institutions.
It remains to be seen whether one of these developments will prevail
entirely or whether and how they will coexist. Despite all of the new
and specialized methods for making pr
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