Along with the sense of permanency, humans lose a sense of the exceptional as this applies to their products and the way they const.i.tute themselves through their work.

Literacy and the transient

When a product is offered with a lifetime warranty and the manufacturer goes bankrupt within months from the date of the sales transaction, questions pertaining to ethics, misrepresentation, and advertis.e.m.e.nt are usually asked. Such incidents, to which no one is immune, cannot be discarded since the experience of market transactions is an experience in human values, no matter how relative these are. Honesty, respect for truth, respect for the given word, written or not, belong to the civilization of literacy and are expressed in its books. The civilization of illiteracy renders these and all other books senseless. But it would be wrong to suggest that markets of the civilization of illiteracy corrupt everything and that, instead of confirming values, they actually empty values of significance. Markets do something else: They integrate expectations into their own mechanisms. In short, they have to live up to expectations not because these were written down, but because markets would otherwise not succeed. How this takes place is a longer story, starting with the example given: What happens to a lifetime warranty when the manufacturer goes bankrupt?

The pragmatic framework of human self-const.i.tution in language through the use of the powerful means of literacy is one of stability and progressive growth. The means of production facilitated in this framework are endowed with qualities, physical, first of all, that guarantee permanency. The industrial model is an extension of the model of creation deeply rooted in literacy-dominated human activity. Machines were powerful and dominating. They, as well as the products they turned out, lasted much longer than the generation of people who use them.

After partic.i.p.ating in the complex circ.u.mstances that made the Industrial Revolution possible, literacy was stimulated and supported by it. Incandescent lighting, more powerful than the gas or oil lamp, expanded the time available for reading, among other activities. Books were printed faster and more cheaply because paper was produced faster and more cheaply, and the printing press was driven by stronger engines. More time was available for study because industrial society discovered that a qualified workforce was more productive once machines become more complicated. All this happened against the background of an obsession with permanency reflected also in the structure of the markets. As opposed to agricultural products, subject to weather and time, industrial products can be accepted on consignment.

Literacy was a mediating tool here since transactions became less and less h.o.m.ogeneous, and the inst.i.tution of credit more powerful due to the disparity between production and consumption cycles. The scale of the industrial market corresponded to the scale of industrial economy. Industrial markets are optimally served by the sequential nature of literacy and the linearity inherent in its structure. Production cycles are long, and one cycle follows the other, like seasons, like letters in a word.

Remember when new model automobiles came out in October, and only in October? A large manufacturer embodied permanence and so did its product. In this framework, a lifetime warranty reflects a product's promised performance and the language describing this performance.

This is no longer the case in the civilization of illiteracy.

From the design of the product, to the materials used and principles applied, almost nothing is meant to last beyond a cycle of optimal efficiency. It is not a moral decision, neither is it a devious plan. Different expectations are embodied in our products. Their life cycle reflects the dynamics of change corresponding to the new scale of human self-const.i.tution, and the obsession with efficiency. Products become transient because the cycles of relative uniformity of our self-const.i.tution are shorter.

We know that life expectancy has increased, and it may well be that people past the peak of their productive capability will soon represent the majority of the population. Nonetheless, the increased level of productivity facilitated by mediating strategies is independent of this change. Longer life means presence in more cycles of change (which translates into other changes, such as in education and training, family life). What was once a relatively h.o.m.ogeneous life becomes a succession of shorter periods, some only loosely connected. In comparison to centuries of slow, incremental development, relatively abrupt change testifies to a new human condition.

Where once literacy was necessary to coordinate the variety of contributions from many people-who projected as much permanency in their products, even if the individuals were more literate in drawing than in writing-new forms of coordination and integration are now in place. The corresponding pragmatics is characterized by intension and distribution, and the products capture the projected sense of change that dominates all human experiences. Thus conditions were created for markets of the transient, in which lifetime functioning of ingenious artifacts is promised, because the lifetime meant is as short as the cycle of the entire line. The fact that the manufacturer goes bankrupt is not even surprising since the structural characteristics of the obsession with efficiency results in manufacturing ent.i.ties that last as long (or as short) as the need for their product, or as long as the functional characteristics of the product satisfy market expectations. This is how expectations are integrated in market mechanisms. Since mediation is now exercised through many literacies integrated in the product, it is clear why, together with the exhausted lifetime warranty, we throw away not only manufactured items, but also the literacy (and literacies) embodied in them. Each transaction in the transient corresponds to a pragmatics that transforms the Faustian promise into an advertising slogan.

Market, advertis.e.m.e.nt, literacy

First, the indictment: "If I were asked to name the deadliest subversive force within capitalism-the single greatest source of its waning morality-I should without hesitation name advertising." These words belong to a commentator of the ill-reputed supply side economics, Robert L. Heilbroner, but could have been signed by many sharing in this definition. Now comes the apologia: "The historians and archaeologists will one day discover that ads of our times are the richest and most faithful daily reflections that any society ever made of its entire range of activities." McLuhan's words, as familiar as they are, bear the imprint of his original thinking. The issue is not to take sides. Whether admired or despised, ignored or enjoyed, advertis.e.m.e.nt occupies an inordinately important place in our life today. For anyone who went through the history of advertis.e.m.e.nt, it becomes obvious that the scale of this activity, which is indeed part of the market, has changed radically.

It used to be true that only 50 to 60 percent of the investment in advertis.e.m.e.nt resulted in higher sales or brand recognition.

Today, the 50 to 60 percent has shrunk to less than 2 percent.

But of the 2 percent that impacts the market, 2 percent (or less) results in covering the entire expense of advertis.e.m.e.nt. Such levels of efficiency-and waste, one should add, in full awareness that the notion is relative-are possible only in the civilization of illiteracy. The figures (subject to controversy and multiple interpretation) point to efficiency as much as to the various aspects of the market. Our concern with advertis.e.m.e.nt is not only with how literate (or illiterate) advertis.e.m.e.nt is, but also with how appropriate literacy means can be to address psychological, ethical, and rational (or irrational) aspects of market transactions.

A look at advertis.e.m.e.nts through the centuries is significant to the role of literacy in society and in the world of merchandising. Word-of-mouth advertising and hanging signs outside a business reflect the literacy levels of an age of small-scale market transactions. The advertis.e.m.e.nts of the end of the 19th and beginning of the 20th century exemplify the levels of literacy and the efficiency expected from it for merchandising in the context and scale of that time. The ads contain more text than image and address reason more than the senses. In the age of the magazine and newspaper, advertisers relied on the power of verbal persuasion. Honesty or value was not the issue here, only its appearance. The word committed to paper, black on white, had to be simple and true.

In Europe, advertis.e.m.e.nt took a different style at this time, but still reflected value. Manufacturers engaged many well known artists of the time to design their ads. Henri Toulouse-Lautrec, El Lissitzky, and Herbert Bayer are among the best known. To the highly literate but more artistically inclined Europeans of the time, such ads for upscale products and events were more appealing. Probably taking their cue from Europe, American designers experimented with image advertising after World War II, and graphic design took off in the USA. With the advent of more powerful visualization media, and based on data from psychology to support its effectiveness, the image began to dominate advertising. As ambiguously as an image can be interpreted, its efficiency in advertising was confirmed in rising sales figures.

In the rare cases when literacy is used today, it is usually for its visual impact. In an attempt to relate to the qualities of the black-on-white advertis.e.m.e.nt of earlier times, Mobil started a series of ads in the mid-1980's. To those not semiotically aware, the ad was simply text appealing to the reader's reason. Literacy rediviva! To people attuned to semiotics, the ad was a powerful visual device. The simple tombstone style evoked relations between literacy and values such as simplicity, honesty, the permanence of the idea, the dominance of reason. The visual convention was actually stronger than the literacy element, used as an alibi in these ads.

Indeed, the people who hand out the Clio awards for advertising were so taken in as to award Mobil a first prize for these ads.

Markets are far from being simple causal phenomena. A market's easy switch from a well structured, rational interpretation and ethical conduit, to irrationality and misrepresentation is revealed in the new forms markets take, as well as in their new techniques for transactions and the a.s.sociated advertis.e.m.e.nt. The term irrationality describes a contradiction of common sense rules (or economic theories setting them forth) of exchange of goods. During the 1980's, this occurred in the oil market, the art market, the market for adoptable children, and in new stock market offerings.

The literate discourse of theories or of an advertis.e.m.e.nt can only acknowledge the irrationality and suggest explanations.

There are schools of market a.n.a.lysis based on game theory, psychodrama, cyclical modeling, the phases of the moon, etc., etc., each producing newsletters, giving advice, trying to render understandable economic and financial phenomena difficult to predict. Language-like explanations and advice are part of advertising, part of market language, forming its own literacy and keeping many captive to it. But even the most literate partic.i.p.ant cannot stop the process since the literacy involved in what some perceive as an aberration is different from the literacy embodied in the product traded or in its advertis.e.m.e.nt.

Irrational elements are present in the market, as in life, at all times, but not to the extent to which the language of the market reflects hysteria (as on Black Monday in 1987 on the New York Stock Exchange) or simply ceases its pragmatic function.

We all deplore the continuous shrinking of the intimate sphere of our lives, but admit, in the act of const.i.tuting ourselves in the s.p.a.ce and time of market transactions, the integrating power that the market exercises, ignoring how close the relation between the two aspects is. Literacy was once a protective medium and entailed rules of discretion and decency. Illiteracy makes us fear; it allows us to become more efficient, but at the same time we become subject to intrusion by all the means that capture our ident.i.ty. People making purchases on-line will not hesitate to write down their personal data and credit card numbers, trusting in a sense of privacy that is part of the code of literate behavior. Of all people, the computer-literate should realize the power of the Net for searching, retrieving, and sorting such information for all types of uses imaginable.

In the civilization of illiteracy, advertis.e.m.e.nt is no longer an integrative device that addresses a non-differentiated market but a device that addresses powerful distinctions that can capture smaller groups, even the individual. "Tell me what you want to buy or sell and I'll tell you who you are," is a concise way of declaring how market semiosis X-rays its partic.i.p.ants.

The enormous marketing efforts a.s.sociated with a new brand of cereal, software, a political campaign, a role in a movie, or a sports event result in advertis.e.m.e.nt's becoming a language in itself, with its own vocabulary and grammar. These are subject to rapid change because the pragmatics of the activities they represent change so fast. "Tell me what you buy and I'll tell you who you are"-mug shots of all of us are taken continuously, by extremely inventive digital devices, while the market fine-tunes us. Buying products ended long ago. Products now buy us.

Advertising in the civilization of illiteracy is no longer communication or ill.u.s.tration. It is an information processing activity, bizarre at times, extremely innovative in the ability to cross reference information and fine-tune the message to the individual. Automatic a.n.a.lysis of data is complemented by refinement methods that adjust the weight of words in order to fit the addressee. In the reality of the market and its attendant advertising, languages pertaining to art, education, ideology, s.e.xuality, are integrated at a high level of sophistication in the infinite series of mediations that const.i.tute the pragmatic framework of human existence. Nothing is more valuable than the knowledge of who we are. One can risk stating that brokers of information about each of us will probably fare best in this market of many competing partial literacies.

When markets rely more and more on mediations, and market cycles become faster and faster, when the global nature of transactions requires mechanisms of differentiation and integration far beyond the scope of language, literacy ceases to play a dominating role. The literate message a.s.sumed that the human being is the optimal source of information and the ideal receiver. The illiterate message can send itself automatically, as image or as speech, as video or as Internet spamming, whatever best hits its human target, to people's addresses. Whether we like it or not, face-to-face negotiations have already become fax-to-fax and are bound to be converted into program-to-program dealings. The implications are so far-reaching that emotional reactions, such as enthusiasm or disgust, are not really the best answer to this prospect.

Market pragmatics in our civilization is defined by the need to continuously expand surplus to meet a dominant desire and expectation driven exchange of goods and services. These desires and expectations correspond to the global scale of human interaction for which a dominant literacy is poorly suited.

Hundreds of literacies, representing hundreds of forms of human self-const.i.tution around the world, are integrated in the supersign known as the market.

The market-in its narrow sense as transaction, and as a sign process joining structure and dynamics-focuses all that pertains to the relation between the individual and the social environment: language, customs, mores, knowledge, technology, images, sounds, odors, etc. Through the market, economies are ascertained or subjected to painful restructuring. Recent years brought with them turmoil and economic opportunity as an expression of new pragmatic characteristics. Compet.i.tion, specialization, cooperation, were all intensified. An exciting but just as often disconcerting growth path of economic activity generated markets of high performance. Just-in-time, point-of-sale, and electronic interchanges came into being because the human pragmatic made them necessary.

This is why it is difficult to accept views, regardless of their public acclaim, that explain the dynamics of economic life through technological change. The increased speeds of economic cycles are not parallel but related to the new practical experiences of human self-const.i.tution. Cognitive resources became the main commodity for economic experiences. And the market fully confirms this through mechanisms for accelerated transactions and through sign processes of a complexity that technology has really never reached. New algorithms inspired by dynamic systems, intelligent agent models, and better ways to handle the issues of opportunity and prediction are the expression of cognitive resources brought to fruition in a context requiring freedom from hierarchy, centralism, sequentiality, and determinism. As exciting as the model of the economy as ecosystem is (I refer to Rothschild's bionomics), it remains an essentially deterministic view.

No semiosis triggers forces of economic change. But sign processes, in the form of elaborate transactions, reflect the change in the pragmatic condition of the human being. All those new companies, from fast food chains to microchip makers and robot providers that convert human knowledge into the new goods and services, are the expression of the necessity of this pragmatic change. Diversity and abundance might be related to compet.i.tion and cooperation, but what drives economic life, market included, is the objective need to achieve levels of efficiency corresponding to the global scale human activity has reached. Central planning, like any other centralized structure, including that of businesses, does not come to an end because of technological progress, but in view of the fact that it prevents efficient practical experiences.

Markets of the civilization of illiteracy, like the economy for which they stand, are more and more mediated. They go through faster cycles, their swings wilder, their interdependency deeper than ever. The literate experience of the market a.s.sumed that the individual was the optimal source of information and the ideal receiver. Decision- making was an exclusively human experience. The illiterate message of complex data processing and evaluation can send itself automatically and reach whatever has to be reached in a given context: producers of raw materials, energy providers, manufacturers, a point-of-sale unit. As shoppers start scanning their purchases by themselves, information regarding their buying patterns makes it quickly into programs in charge of delivery, production, and marketing.

Face-to-face negotiations, many times replaced by fax-to-fax or e-mail-to-e-mail transactions, are converted into more program-to-program dealings. Instead of ma.s.s markets, we experience point-cast markets. Their pragmatics is defined by the need to continuously meet desire and expectation instead of need. Their dynamics, expressed in nuclei of self-organization, is in the last instance not at all different from that of the human beings self-const.i.tuted in their reality.

Language and Work

Work is a means of self-preservation beyond the primitive experience of survival. Actually, one can apply the word work only from the moment awareness of human self- const.i.tution in practical experiences emerged from these experiences. Awareness of work and the beginnings of language are probably very close to one another.

By work we understand patterns of human activity, not the particulars of one or another form of work. This defines a functional perspective first of all, and allows us to deal with replication of these patterns. Interaction, mutation, growth, spreading, and ending are part of the pattern. For anyone even marginally informed, it is quite clear that work patterns of agriculture are quite different from those of the pre-industrial, industrial, or post-industrial age. Our aim is to examine work patterns of the civilization of literacy in contrast to those of the civilization of illiteracy.

That agriculture was determined, in its specific aspects, by different topography and climatic biological context is quite clear. Nevertheless, the people const.i.tuting their ident.i.ty in experiences of cultivating the land accomplished it in coherent ways, regardless of their geographic location. Their language experience testifies to an identifiable set of concerns, questions, and knowledge which is, despite the fragmented picture of the world, more h.o.m.ogenous than we could expect. If, by contrast, one considers a chip foundry of today's high technology, it becomes clear how chip producers in Silicon Valley and those in Chinese provinces, in Russia, or in a developing country of Eastern Europe, Asia, or Africa share the same language and the same concerns.

The example of agriculture presents a bottom-up structure of pre-literate nature, based mainly on reaction. Reaction slowly but surely led to more deliberate choices. Experience converged in repet.i.tive patterns. The more efficient experiences were confirmed, the others discarded. A body of knowledge was acc.u.mulated and transmitted to everyone partaking in survival activities. In the case of the chip foundry, the structure is top-down: Goals and reasons are built in, and so is the critical knowledge of a post-literate nature required for achieving high efficiency. Skills are continuously perfected through reinforcement schemes. Activity is programmed. An explicit notion of the factory's goals-high quality, high efficiency, high adaptability to new requirements-is built into the entire factory system.

In both models, corresponding to real-life situations, language is const.i.tuted as part of the experience. Indeed, coordination of effort, communication, record keeping, and transmission of knowledge are continuously requested. As a replicative process, work implies the presence of language as an agent of transfer.

Language pertinent to the experience of agriculture is quite different from the language pertinent to the modern production of chips. One is more natural than the other, i.e., its connection to the human being's natural stage is stronger than that of the activity in the foundry. In the chip age of the civilization of illiteracy, languages of extreme precision become the means for an efficient practical experience. Their functions are different from those of natural language, which by all means still const.i.tutes a medium for human interaction.

All these remarks are meant to provide a relatively comfortable entry to the aspects of the changing relation between language and work. The terminology is based on today's fashionable lingo of genetics, and of memetics, its counterpart. Still, I would suggest more than caution, because memetics focuses on the quant.i.tative a.n.a.lysis of cultural dynamics, while semiotics, which represents the underlying conception, is concerned primarily with qualitative aspects.

As we have already seen, evolutionary biology became a source of metaphors for the new sciences of economics, as well as for the acquisition and dissemination of knowledge, or the replication of ideas. Many people are at work in the new scientific s.p.a.ce of memetic considerations. The majority are focused on effective procedures, probably computational in nature, for generating mechanisms that will result in improved human interactions. As exciting as all this is, qualitative considerations might prove no less beneficial, if indeed we could translate them in effective practical experiences. If the purposeful character of all living organisms can be seen as an inevitable consequence of evolution, the dynamics of human activity, reflected in successive pragmatic frameworks, goes beyond the mechanism of natural selection. This is exactly where the sign perspective of human interaction, including that in work, differentiates itself from the quant.i.tative viewpoint. As long as selection itself is a practical experience-choose from among possibilities-it becomes difficult to use selection in order to explain how it takes place.

In the tradition of a.n.a.logies to machines-of yesterday or of today-we could look at work as a machine capable of self-reproduction (von Neumann's concept). In the new tradition of memetics, work would be described as a replicative complex unit, probably a meta-meme. But both a.n.a.logies are focused ultimately on information exchange, which is only a limited part of what sign processes (or semioses, as they are called) are.

This is not to say that work is reducible to sign processes or to language. What is of interest is the connection between work and signs, or language. Moreover, how pragmatic frameworks and characteristics of language experiences are interconditioned is a subject that involves a memetic perspective, but is not reducible to it.

Inside and outside the world

Comparisons of the efficiency of direct human practical experiences to that of mediated forms-with the aid of tools, signs, or languages-suggest one preliminary observation: The efficiency of the action mediated through sign systems is higher than that of direct action. The source of this increase in efficiency is the cognitive effort to adapt the proper means (how work is done) to the end (what is accomplished) pursued. In retrospect, we understand that this task is of a tall order-it involves observation, comparison, and the ability to conceive of alternatives. As we learn from attempts involving the best of science and the best of technology, the emulation of such cognitive processes, especially as they evolve over time, is not yet within our reach.

Language, together with all other sign systems, is an integral part of the process of const.i.tution and affirmation of human nature. The role it plays in the process is dynamic. It corresponds to the different pragmatic contexts in which human beings project their structural reality into the reality of their universe of life. The biophysical system within which this projection took and takes place underwent and still undergoes major changes. They are reflected in the biophysical reality of the human being itself. To be part of a changing world and to observe this change places the human being simultaneously inside and outside the world: inside as part of it, as a genetic sequence; outside as its conscience, expressed in all the forms through which awareness, including that of work, is externalized.

Whether a very restricted (limited by the pragmatic horizon of primitive human beings), or a potentially universal system of expression, representation, and communication, language cannot be conceived independent of human nature. Neither can it be conceived independent of other means of expression, representation, and communication. The necessity of language is reflected in the degree to which evolutionary determination and self-determination of the individual or of society, correlate.

Language is const.i.tuted in human practical experiences. At the same time, it is const.i.tutive, together with many other elements of human praxis: biological endowment, heuristics and logic, dialectic, training. This applies to the most primitive elements of language we can conceive of, as well as to today's productive languages. Embodied in literacy, language accounts for the ever-deepening specialization and fragmentation of human praxis.

The replacement of the literate use of language by the illiteracy of the many languages dismissing it in work, market transactions, and even social life is the process to which we are at the same time witnesses and agents of change.

Sign systems of all kinds, but primarily language, housed and stored many of the projects that changed the condition of praxis. The major changes are: from direct to mediated, from sequential to parallel, from centralized to decentralized, from cl.u.s.tered (in productive units such as factories) to distributed, from dualistic (right or wrong) to multi-valued (along the continuum of acceptable engineering solutions), from deterministic to non-deterministic and chaotic, from closed (once a product is produced, the problem-solving cycle is completed) to open (human practical experiences are viewed as problem generating), from linear to non-linear. Each of these changes, in turn, made the structural limits of language more and more evident. Practical experiences in the design of languages, in particular the new languages of visualization, are pushing these limits in order to accommodate new expectations, such as increased expressiveness, higher processing speed, inter-operability-an image can trigger further operations.

Globality of human practical experience succeeds against the background of the emergence of many languages that are very specific, though global in scope in that they can be applied all over the world. The chip factory already mentioned-or, for that matter, an integrated pizza or hamburger production facility-can be delivered turn-key in any corner of the world. The languages of mathematics, of engineering, or of genetics might independently be characterized by the same sequentiality, dualism, centralism, determinism that made natural language itself incapable of handling complexities resulting from the new scale of human activity. Once integrated in practical experiences of a different nature, such as those of automation, they all allow for a new dynamics. Obviously, they are less expressive than language-we have yet to read a DNA sequence poem, or listen to the music of a mathematical formula-but infinitely more precise.

We are what we do

In the contemporary world, communication is progressively reified and takes place more and more through the intermediary of the product. Its source is human work. Characteristics of the languages involved in the work are also projected into them. A new underlying structure replaces that which made literacy possible and necessary. In the physical or spiritual reality of the product, specialized languages are re-translated into the universal language of satisfying needs, or creating new needs, which are afterwards processed through the mediating mechanisms of the market. Reification (from the Latin res: transformation of everything-life, language, feeling, work-into things) is the result of the alienating logic of the market and its semiosis.