With every passing day it seems that the Canadian academic Marshall McLuhan, the father of media studies, was an astonishing visionary. Long before the internet, he began to think about the impact of communications technologies on society and way back in the 1960s predicted that in the new always-on, always-connected age there would be a breakdown of established structures and identities. The consequence, he asserted, would be a return to a more tribal society.
Now, as the marketers know, electronic tribes are different from the tribes of our ancestors. If you were a member of the Iceni, for example, under the leadership of early Brexit enthusiast Queen Boudica. then you were not a member of the Belgae or the Cantiaci. Or, of course, the Romans. That is not true of modern tribes. Today each of us has multiple identities and multiple overlapping tribal allegiances.
Tribes, as McLuhan indicates, are a good way of thinking about identity in a digtial age.
As Tracey Follows, one the futurists I always listen to, said more recently, any kind of networked media technology is going to create tribes.