“Global Village” Today. Marshall McLuhan’s Tribalism in the Perspective of the Development of the Humanities and Contemporary Civilisation

The article is an attempt to look at Marshall McLuhan's concepts from today's perspective. It attempts to reconstruct theoretical assumptions and their consequences both in the world of theory as the world of practice of social life. The authors focus on the problem of the influence of McLuhan's thought on the perception of the evolution of communication in the modern world. Its starting point is the aptly noticed tendency to return to the field the phenomena of orality and tribalism. They try to answer the question whether this diagnosis resulted in constructive proposals for dealing with this problem.