ISBN 978 90 6569 116 3
Rethinking McLuhan's concept of 'tribe' in view of 'Second Life'.
Series (Title): Rethinking McLuhan's concept of 'tribe' in view of 'Second Life'.
Gabriels, K. (2013). Rethinking McLuhan’s concept of ‘tribe’ in view of ‘Second Life’. In Y. Van Den Eede, J. Bauwens, J. Beyl, M. Van den Bossche, & K. Verstrynge (Eds.) (2012). McLuhan’s Philosophy of Media – Centennial Conference (Contact Forum). Brussels: Royal Flemish Academy of Belgium for Science and the Arts, pp. 107-113. (ISBN 978 90 6569 116 3)
In his philosophy of media, McLuhan was one of the first theorists to link technology to the concept of ‘tribe’. Taking McLuhan’s conceptualization of ‘tribe’ in electronic society as a starting point, this paper has a two-fold objective. Firstly, we will enlarge on McLuhan’s notion of ‘tribe’ and how the French postmodern theorists Jean Baudrillard (1929-2007) and Michel Maffesoli (1944) have reframed it. Secondly, their respective conceptualizations of tribalism will be evaluated in the framework of the social virtual world ‘Second Life’ which unites and connects people in real-time online on a global scale.