for the North American Serials Interest Group, NASIG, 11th Annual Conference, University of New Mexico,
Albuquerque, 8:45 AM, June 21, 1996
by John H. Lienhard
Mechanical Engineering Department
University of Houston
Houston, TX 77204-4792
I'll begin with a personal story that I think you'll appreciate. The
story began almost eight years ago -- soon after I'd begun doing my program,
The Engines of Our Ingenuity, on Public Radio. A publisher looked at my
scripts and said, "I'm going to publish these in book form!"
So I went ahead and worked for a year with an artist, who was doing
actual paste-up of pages. Meanwhile, nothing was happening with the publisher.
Things slowed to a halt while we waited to be assigned a copy editor. Months
turned to years. Finally I learned that the publisher had sold his stock off
to another book company. They'd taken only some of his books. The rest --
mine included -- were remaindered to a handbook company. Of course the
handbook company had no interest in a book on creativity. They simply laid it
But this fellow's journals -- they were another story. The journals
were sure money-makers. None of them were remaindered.
Down through the ‘70s and ‘80s, publishers realized they could coin
money by letting second-tier scholars start new journals. It made those
professors' resumés look good. And it gave the rest of us more ways to pad our
own resumés with papers.
So I'd been gored by the very process that was making your work into
some kind of academic reductio ad absurdum. The prices of periodicals were
rising crazily. Meanwhile, the Citation Indexes showed that most of those
papers were seldom used by anyone.
One of our library administrators goes to her director once a month to
tell him he should cancel all subscriptions to journals. The use doesn't
justify the cost. Well now, that's a bit extreme. But something does have to
be done. To sort this out, let's begin by asking, "What is the periodical
Occasionally, great advances in human knowledge do make their first
appearance in that literature. But books are what contain the over-arching
summa-theologica statements of our thinking. Ideas with real permanence are
transmitted in books.
The periodical literature is the early ferment. It's alive, bubbling,
and unstable. Ideas get worked out in the serial literature. When a
historian goes back to, say, the 18th-century Proceedings of the Royal
Society, it's to learn how ideas evolved -- how arguments unfolded -- what the
intellectual forces and fluxes were. It's not to learn Newton's mechanics.
You do that by reading a treatise or a textbook.
Now, it's this essential difference -- the difference between the
Proceedings of the Royal Society and Newton's Principia that I want to play
with today. I want to explore what that difference means in your work.
First, a thought about technology. You librarians, and I -- an engineer
-- are all technologists. We all work in the constructed world -- a world of
man-made systems. You and I know what too many people don't understand --
that we and our technologies drive one another. We form and shape each other.
It's hard to find a line between what we are and the machines around us,
because technology and culture are the same thing. For that reason, you and I
both live very close to cultural bedrock.
And you will surely understand when I say that, for a technology to
succeed, it must have a seldom-talked-about quality. For a technology to
become a part of our lives, it must also be a part of our metaphorical
substrate. Look closely at our cultural metaphors and you'll find that most are
I'd like to use clocks to show you what I mean by that remark: The
circular face of a sundial, with its shadow moving left to right, was
copied straight onto the faces of water clocks. They used hands moving around
a 12-hour dial. Then, around AD 1300, the tick-tock mechanical escapement
radically improved clock accuracy. It made clocks smaller and cheaper.
But, changed as they were, clocks still had dials, bells, and gears.
Medieval writers had almost nothing to say about the new mechanism inside, so
historians still aren't exactly sure when that change took place. You see,
the outward form, the clock face, could not change, because that's where the
metaphor was expressed.
Around 1920 electrical timing elements used the steady oscillation of
alternating current to replace mechanical escapements. Accuracy took another
leap forward. But clocks still looked the same. Now my quartz crystal desk
clock not only has the circular face of a sundial or a water clock; it also
has a second hand that moves in little jumps -- as though it were controlled
by an escapement mechanism. Designers understand, on a visceral level, that
the meeting ground between user and machine should never change any more than
it has to.
So what about digital clocks? They offer a more precise readout than
analog clocks do. They're easier for children to read. Linear time -- time as
a sequence of rising numbers -- that's pure simplicity. Of course it's
simplicity in the same way a tree is simpler than a forest.
A circular dial paints a picture of Earth's rotation. It models our own
experience of passing time. It's a lovely analog of reality. In a digital
display, night never falls. Time just advances, without features, minute
The competition between analog and digital readout might seem to
balance. But, what do you wear on your wrists? The fascinating truth is, the
digital clock has already lost in that competition. Digital clocks simply
can't compete with the metaphorical power and visual grace of the circling
motion of an analog face.
Many technologies look good for a while, then they get left -- Betamax,
dirigibles, LP's, autogyros, and digital clocks as well. So what does
survive, and why?
If you want to predict the death or survival of a technology, you
certainly ask: "Is it functional?" But that's never enough by itself. You
have to ask if it's a metaphor for something more than function. Only after a
technology has touched us in that deep visceral and emotional place will it
find a way to persist from one generation to the next.
And so we come to another technology -- to the book. Its story began in
Pergamon -- then one of the largest cities in the world. Now it's called
Bergama. It's in Western Turkey -- south of Istanbul and north of Izmir. It
sits on a hill, 16 miles from the Aegean Sea. Pergamon became capital of the
Attalid dynasty after 280 BC. It was one of two great centers in the
cosmopolitan world that formed after Alexander died. The other was
Alexandria, in Egypt. The Attalids took their name from King Attalus, who
reigned 'til just after 200 BC.
Attalus began an artistic Renaissance in Pergamon. His son, Eumenes,
continued it. Eumenes set out to build the greatest library in the world. He
meant to outdo the famous library in Alexandria. What followed was the stuff
of black comedy. His soldiers ranged the land stealing books. Book lovers
buried what they could in secret hiding places. Pergamon scribes forged
manuscripts. The library grew to 200,000 volumes.
Egypt didn't take all that lying down. She quit supplying papyrus to
Pergamon. That could've ended Pergamon's pretensions. But Pergamon scholars
had an ace up their sleeve. They had a rich wool industry. They had plenty
of sheep. They'd already begun writing on sheepskin, or vellum. They called
the stuff charta pergamene. That meant paper of Pergamon. The words charta
pergamene mutated into parchment.
It's harder to roll parchment into a scroll than it is papyrus. So
someone thought of folding parchment into rectangular pages and sewing those
gatherings together. Someone invented the codex -- the modern book.
Soon after that, both Pergamon and Egypt fell under Roman control. Then,
in 40 BC, Roman soldiers in Egypt accidentally burned part of Alexandria's
library. Anthony, in his obsessive love for Cleopatra, did a remarkable
thing. To repay the loss he gave her the Pergamon Library.
So we remember Alexandria and forget Pergamon. But out of that brief
competition, Pergamon had given us the most efficient information storage
technology ever known.
This was one of the few times a new user interface was good enough to
introduce a new technological metaphor. But bear in mind: the scroll still
survives, even to this day, as its own technological metaphor. The book --
the codex -- meanwhile became metaphor unto itself. It well may be the most
powerful technological metaphor of them all -- at least until today's
Once a technology finds that place of metaphor in our psyche, its
outward form will survive. The user interface will not be given up.
Remember what happened when Gutenberg began printing with movable metal
type. He made print look just like the work of scribes. He counterfeited
manuscript books. Even today, we still fold pages into gatherings, sew
gatherings together, and lace them between hard covers. Movable metal type
made books cheap and abundant. Yet we readers still receive information just
as we did in Pergamon, 2000 years ago.
Friends ask me, over and over, "How much change will we have to
undergo?" Well, where the user meets the machine is the one place we will not
tolerate change -- even though the machine itself is mutating into something
so different as to redirect human history. We do indeed bend ourselves to
each new machine. But where the machine has become metaphor is where that
When I work at my personal computer, I use what's clearly recognizable
as a typewriter keyboard. That awkward old QWERTY arrangement is over a
century old. Once more, the place where I meet the machine, imperfect as it
is, remains well loved. It simply will not be abandoned.
Pianos evolved from harpsichord improvements. But they were soon
something wholly different. Pianos are so different from harpsichords that you
still need a harpsichord when you want to hear harpsichord music. All the
best technologies survive their replacements that way. Live concerts have
survived recordings. Pens survive word processors.
Five years ago, everyone expected to be reading electronic books in some
near future. Now the computer has already leap-frogged that technology.
Before a decent electronic book could come into existence, the world-wide-web
was on its way to providing everything we might ever hope to get from one:
Screen resolution and illustrations are improving, the supply of texts is
rocketing upward. And now we have both sound and motion.
As we abandon the limitations of the paper book, its electronic
equivalent is already unrecognizably different. And that's exactly why the
paper book will have to survive, after all. Paper books will keep right on
doing what they've always done so well. They take you into the author's mind.
You give yourself over to her story-telling rhythm.
Your own mind frames the pictures and plays the music. You feel organic
cloth and paper against your fingers. What the computer offers has as much in
common with the paper book as the horseless carriage has in common with the
horse. Still, you can't help but wonder what paper books have that computers
won't soon have as well. If you fix the screen, fix the portability, find
means for dog-earing your place, then what's left to fix?
Well, the answer lies in the metaphor. Not only has the book long since
found its metaphorical place in our lives. The computer has already found its
metaphorical place as well.
The book is our metaphorical mentor.
We all switch between the roles of parent and child. We need some control
over things around us. But we also need to submit to other people's
knowledge. In some things, we should play the parent. In others, we'd better
know how to be a child.
The computer is our metaphorical servant.
And the child says, "Tell me a story." The story we choose might be a
Gothic novel. It might be a math textbook. In either case we have to give
ourselves over to the story-teller if we hope to profit from the story. We do
that when we read a book, go to the theater, even listen to a concert.
Computer communications are quite another matter. The computer does our
bidding. We say, "Go and do. Buy me an airplane ticket. Give me a stock
quotation. Tell me if the library has a book. Pass this message to a
friend." The computer dances to our tune. We are in control.
When you and I go to the computer for text material, it's to look things
up. It's not to let words wash over us nor to touch and feel paper. The
computer is far better than a book if you want to find things.
Insofar as paper books function as simple repositories of fact, they've
already given way to computers. But the sort of book we submit ourselves to
will have to remain written out and uncontrollable.
It's an important omen that the first books that appeared on computers
offered their readers control over the story. It's no accident that the very
first computer books were ones that let you dictate the course of the plot.
To learn, we become as children. We seek out our own ignorance. Now and
then we follow the mind of someone who knows what we do not. We yield to the
rhythm of the story-teller. Printed books let us put control aside for a
while. That's the wonderful gift books offer. But the metaphor of the computer
has already been set. Whatever we can do with electronic media, we simply
will not use them as mentors.
Now, the dark side of all this: The emergence of a new technological
metaphor means revolution, and revolution means trouble. Each major
communication revolution has brought a new metaphorical substratum into our
lives. But it's also brought with it terrible upheavals.
Let me trace a couple of those revolutions so you can see what I'm talking
about. First, try the technology of writing itself. Let me ask: Is language
about words? You see, there's a vast gulf between speech and writing.
Breaking speech into words doesn't become really useful until we write
A librarian friend chides my attempts to pronounce French. "John," he
says, "You have to understand there're no words in spoken French, only
phrases." His subtle point is, the way we cast speech into words is pretty
When Mark Twain's Connecticut Yankee uttered a bogus magic spell at King
Arthur's Court, he used a gigantic German word:
Konstantinopelitanisherdudelsachspfifenmachersgsellschaft. That means an
organization of bagpipe players from Constantinople. Now you tell me: Is that
seven words or just one?
Egyptians, who did the first hieroglyphic writing, credited its invention
to the ibis-headed god Toth. They picture him writing with a reed pen. The
Hindu god Brahma supposedly based letters on the shape of seams in the human
skull. But: By the time the Old Testament took form, we took writing for
granted. The Bible no longer treated writing as a gift from God.
That's because the old hieroglyphic languages -- the ancient petroglyphs --
had mystic meanings that lay far from human speech. Pictures aren't the same
as words. Early writing conveyed a sense of things quite apart from speech.
Only gradually did we reduce speech directly into writing. To do that, we
identified words as the least parts of speech with stand-alone meanings. The
problem is, that doesn't work consistently.
For example: The word linger means to tarry. The preposition on means many
things. If we say "The melody lingers on," we call out a small additional
meaning. A person lingers, but a melody or an odor attaches itself to us. It
lingers on. So: Is "lingers on" one word or two?
Signing for the deaf is a form of expression, remarkable for the way it
blends words into continuous action. If you've ever watched a dancer
incorporate signing, you've seen, dramatically, how artificial it is to break
speech into separate words.
And a great trap opens before us. The linearity of written
language can cloud our minds to the multidimensionality of human
thought. Many of us have a hard time thinking without making
recourse to words. Hamlet, asked what he read, replied
hopelessly, "Words, words words." Imagination is far too complex
to be hogtied to anything so limited.
The very act of writing started a powerful shift in the very nature of
human consciousness, but the worst was yet to come. The real fun began with
the invention of the alphabet. By the way, the Greek word for alphabet is
stoicheia. That's where chemists get the word stoichiometry -- the science of
combining chemical elements. For them, letters of the alphabet were the
minimal elements of speech.
Early Sumerian cuneiform, in use 5000 years ago, had only some 300
characters. It lacked anything like the full expressivity of speech. Yet it
evoked things that speech could not.
The invention of an alphabet was begun by pre-classical Greeks around 1400
BC and finished by the Phoenicians in the 11th century BC. Alphabets now
transcribed speech directly. All alphabets are phonetic. They reduce speech
to their least divisible elements -- to their stoicheia -- to their atoms.
For 2000 years before the invention of the alphabet, writing gave us means
for storing knowledge, but it stored it much as an etching or woodcut might.
Then all that changed. And the result was catastrophic. Psychologist Julian
Jaynes has pointed out that it was just at this time -- before 1000 BC -- that
humans developed analytical consciousness.
In popular terms, we became very left-brain in our thinking. What followed
was terrible social upheaval. Without the older and more mystical means of
dealing with human behavior, leaders instituted the systematic use of cruelty.
They took up slavery. Knowledge was once mystery, now it became power. We
struck new poses of masculine domination.
Once writing turned into canned speech, we had means for watching ourselves
think. In the long run that led to mathematics, philosophy, and literature.
Perhaps the first great literature it produced was the Book of Genesis, which
begins by telling how we'd eaten the fruit of new and forbidden knowledge.
But don't for a moment forget the damage it did to us. A mid-19th-century
philologist, Henry Humphreys, saw the impact of the shift long before Janyes
did. In 1853, he wrote,
From the invention of letters the machinations of the human heart began to operate;
falsity and error increased; litigation and prisons had their beginnings, as [did]
specious and artful language which causes so much confusion in the world.
Alphabets altered human consciousness in wonderful and terrible ways.
And the new 15th-century printing presses altered it again.
By the 16th century they'd shifted our thinking to the external
world. They'd also called up all that was evil in the old
classical world. We call that humanism. In fact it meant
revivals of male-dominance, of slavery, and of a kind of egocentricity that'd been under control in the medieval world.
Now computers are once more attacking the very metaphors for
thought. They're providing inconceivable access to information.
But what price do we pay! I'll name just three domains of
mischief: Pointillism, Memory, and Spatial Visualization.
First Pointillism: Computers do an odd thing with
knowledge. Ask a question, and, in a blink, they immediately
highlight the precise answer -- the citation, the definition.
You're handed the answer with no context.
I've learned so much in the process of looking up something
else -- adjacent pages in a dictionary, sidetracks in books. With the
computer, context becomes an avoidable waste of time. And that means far
greater loss than we first imagine.
Next, Memory: When I used a slide rule, I had to do a lot
the calculation in my head. That meant memorizing decimal placements and
roughing out the calculation as I went along. Now that dimension of thought
is wholly gone. Once I had to memorize spelling. Now the machine does that
for me as well.
The problem is that creativity means recognizing a fact, an
idea, out of context. Our dusty attic of randomly remembered
stuff -- names, dates, lyrics, and melody -- is what creativity
feeds upon. Piece by piece, the computer is robbing us of that
And finally, Spatial Visualization: We've built the rules
of perspective, geometry, and mathematical graphing into our computers.
What we once did in our heads, the computer now does for us. We are simply
handed the result on a two-dimensional screen.
Did you know that the builders of the great Gothic
cathedrals didn't even have working drawings? They built in
their minds and then rendered in stone. Their achievement took
an enormous capacity for seeing in their mind's eye. That seems
so impossible to us, that we're hard-pressed to believe it ever
So the book will remain, but we will be changed. The metaphors we
live by are being rewritten by this new technology. The electronic media are
unthreading the culture we know. They are both serving and disrupting the
human condition in ways we cannot yet conceive.
And we're back to the serial literature. At first blush, yours is a more
restrictive problem. Yet everything I've said so far plays into it. My main
purpose this morning is to pose what I believe is the primary question you
face: "What is the metaphorical place of the serial literature? Is it a
mentor or a servant? Is it something else?"
The serial literature is newer than books, of course. Let me draw your
attention to one prototypical form that it takes. I mean the modern magazine
-- that sumptuous array of news, features, pictures, and stories. That medium
is now 265 years old. The Arabic word makhazin means storehouses. Edward
Cave invented the medium in 1731, and he called it The Gentleman's Magazine.
Cave was a commoner whose education had been cut short. He was brash and
rough-hewn. He lacked social grace. Cave took up printing, and he rode the
crest of a new wave. Before the magazine, specialized news, political, and
literary journals had already come into being. He was in the middle of all
Cave soon ran afoul of English law for publishing news of Parliament
actions. That was strictly forbidden. After he'd narrowly escaped prison,
Cave decided there might be more to journalism than contention. He hit on a
new kind of journal.
He would include news analysis, but present both sides. He'd include
pictures and poetry. He'd hold up a mirror to the public's interest. As his
magazine matured, he began adding natural philosophy to his storehouse. In
1751, his press published Ben Franklin's new pamphlet, Experiments and
Observations in Electricity.
Before he died in 1754, he'd published the first description of an electric
telegraph system. He'd published an article on submarines. It gave the
American, Bushnell, the design he tried to use against the British in 1776.
Today, the Gentleman's Magazine provides a window back into a rich time in
history. We read obituaries of Johann Christian Bach and Robert Fulton. We
read Ben Franklin on revolutionary theory three years before we declared our
independence from Cave's England.
We emerge from this storehouse with a real sense of what it was to live in
days when the whole world was being turned upside down. What Edward Cave gave
us was a whole new means for sorting out who we are -- and what we think.
But! No one sits by the fire with the Gentleman's Magazine today. You go
back to it to find things -- an obituary, a seminal idea, a famous writer's
Last week, before we came here, my wife, who's an adept network surfer,
spent some time showing me how she could download almost any magazine article.
And I came away realizing that the network itself is already one vast
magazine. It is a servant who will provide facts and pictures and articles as
we need them.
Magazines are only a corner fringe of the periodical literature. But they
are a defining corner. Periodicals range all the way from serial monographs
to the National Enquirer. And in that spectrum a split must occur.
As you ponder the fate of the periodical literature, remember: When that
literature really functions as a mentor, it'll take its place with the printed
book. When that literature is used as a repository of data, it's headed into
But it's no easy matter to know which is which. The answer doesn't lie in
the length of articles. You'll find it in the way readers use periodicals.
Watch users in the field. For example, few scientists really read technical
papers. Most scan papers looking for conclusions or for their own names among
You'll find that many important-sounding periodicals are hardly used at
all. They're neither mentor nor servant. They're just data points on resumés.
The fraction of your holdings that have real value in book form is shrinking.
In any case, you work at the nexus of the information revolution. If the
modern library is being split into electronic and paper archives, the fault
line comes right down through the serials department.
But don't forget: While you struggle with the problem of shaping the
periodical literature, something larger is going on. The new electronic
servant is altering us in profound ways. What we expect of our servants, and
of our mentors, won't be the same -- even ten years from now. And I can only
wish you God Speed in carrying out the formidable task before you.
Rohr, R.R.J., Sundials: History, Theory, and Practice, Toronto: University of
Toronto Press, undated.
Marshall, R.K., Sundials, New York: the MacMillan Company, 1963.
Gould, S.J., "The Panda's Thumb of Technology," Bully for Brontosaurus:
Reflections in Natural History, New York: W.W. Norton & Company, 1991, Chapter
Sarton, G., Galen of Pergamon, Lawrence, KA: University of Kansas Press, 1954,
Hansen, E.V., The Attalids of Pergamon, 2nd ed., Ithaca: Cornell University
Miller, G.A., The Science of words, New York: Scientific American Library,
Ogg, O., The 26 Letters, New York: The Thomas Y. Company, 1961, 1948.
See also the Encyclopaedia Britannica article on writing.
Carlson, C.L. The first Magazine: A History of the Gentleman's Magazine,
Westport, CT: Greenwood Press, Pubs., 1938.
Nichols, J., The Rise and Progress of the Gentleman's Magazine, London: John
Nichols and Son, 1821. (reprinted in Literary London, [Stephen Parks, ed.]
New York: Garland Pub. co., 1974.)
Nangle, B., The Gentleman's Magazine: Biographical and Obituary Notices,
1781-1819, New York: Garland Pub. Co., 1980.
Kuist, J.M., The Nichols File of The Gentleman's Magazine. Madison: The University of Wisconsin Press, 1982.
Cave's advertisement for the 1st edition gives the full title and clearly
states his intentions:
The Gentleman's Magazine; or Trader's Monthly
Intelligencer: Being a Collection of all
Matters of Information and Amusement: Com-
priz'd under the following Heads, viz.
Publick Affairs, Foreign and Domestick,
Births, Marriages, and Deaths of Eminent Persons,
Preferments, Ecclesiastical and Civil.
Prices of Goods, Grain and Stocks.
Bankrupts declar'd and Books Publish'd
Pieces of Humour and Poetry
Disputes in Politicks and Learning.
Remarkable Advertisements and Occurrences.
Lists of the Civil and Military Establishment.
And whatever is worth quoting from the
Numerous Papers of News and Entertainment, British
and Foreign; or shall be Communicated
proper for Publication.
With instructions in gardening, and the Fairs for
By Sylvanus Urban of Aldermanbury, Gent.
Printed for A. Dodd without Temple-Bar. Price 6d.
Prodesse et Declectare.