McLuhan, media philosopher, to speak
By SHARON tlASS Associate Editor
Marshall McLuhan, writer and media philosopher, will speak tonight at 8 p.m. in Bovard Auditorium as part of the ASSC Festival of the Arts.
It will be his first appearence in the United States in two years. In line with the festival’s theme, McLuhan will speak on the media and pop culture.
Canadian scholar
The founder and director of the Center on Culture and Technology at the University of Toronto, McLuhan is best known for his concepts ofthe electronic media. A leading Canadian scholar, he studied at Manitoba University and Cambridge University, where he obtained his doctorate in English literature.
He has taught and lectured at various schools, including the University of Wisconsin, the University of St. Louis and Fordham University. Most recently he lectured at San Francisco State College.
Though McLuhan is primarily associated with the mass media, his teaching career has been centered around literature since 1946.
10	books
He has authored and coauthored 10 books since 1951, all of which have received critical acclaim for their style and content. They include “The Mechanical Bride,” “The Gutenberg Galaxy,” “The Medium is the Message,” “Understanding Media,” “War and Peace in the Global Village,” and his most
recent, “From Cliche to Archetype.”
McLuhan is popularly known
as the guru of mass communications. His theories center around his belief that all media is a basic extension of man’s self. He is considered to be an advocate of the technological aspects of the various media, rather than content. His critics view his endorsement of the technology as bordering on obsession.
Hot and cool
He is most famous for the way in which he categorizes the various media by their hot and cool properties, a hot medium being one that is well filled with information and requiring little audience participation, and a cool
medium one with a low amount of data, requiring the audience to participate. Radio is considered to be a hot medium by McLuhan and television a cool one.
McLuhan has viewed the mass media as having a significant social impact on modern man. He has contended that the instantaneous, almost impulselike operation of the electronic media is returning man to both a pretribal and preliterate state.
Ambiguities
His writing style has attracted as much attention as his theories Critics have said that it is a style based on ambiguities and hidden meanings. All agree that a reader is forced to think twice.
KUSC will broadcast the McLuhan address live at 8 p.m.
MARSHALL McLUHAN
University of Southern California
DAILY ® TROJAN
VOL. LXIV NO. 76
LOS ANGELES, CALIFORNIA
FRIDAY, FEBRUARY 25. 1972
Talks, crowning of queen to end Engineers’ Week
Today, the final day of Engineers’ Week, features talks on “The Eagineer in Society” and the announcement of the engineering queen.
Melvin Gerstein, associate dean of the School of Engineering, and Camille Schaar, a representative of the Delco Electronics division of General Motors, will talk at Olin Hall 122 at 10:15 a.m.
Afterwards, the engineering queen will be announced.
Sigma Phi Delta, the engineering fraternity, will hold an open party at 8 p.m. Its address is 817 W. 30th St.
VP appears at meeting
ASSC vice-president to continue in office
By PETER WONG News Editor
Joel Rosenzweig, ASSC vice-president for programs, said that now he is ready to resume his duties on a full-time basis after an eight-week absence in preparation for the rock-opera “Tommy,” which opened Tuesday.
Rosenzweig criticized an article in the Daily Trojan on Tuesday, “ASSC VP absent from office,” and said that many statements in the article were false.
Rosenzweig said he was never asked by the writer of the article, Gunther Merli, for comment, even though Rosenzweig was available.
“I said that the best way to reach me was to come over directly to the Aquarius Theater,” Rosenzweig said in reference to the location of “Tommy.” “But the writer never came.”
The article quoted two ASSC officials, ASSC President Kent Clemence and ASSC Entertainment Coordinator Jim Gross, as saying that in Rosenzweig’s absence, the work of the vice-president for programs was not done.
Both Rosenzweig and Clemence said that the article did not quote the ASSC president accurately.
“Two months ago, I considered resigning my office, because I realized I would not be able to devote full time to both my duties and to the preparation for ‘Tommy,’ ” Rosenzweig said.
“However, Kent prevailed upon me to remain in office and said the work couldn’t be accomplished without me. I have no desire to start a fight—we work together.”
Clemence said the writer of the article had never even talked with him.
As for Gross’ reported remark, “It’s (the work) just not getting done,” Rosenzweig said, “No one has ever defined the work of the vice-president for programs in the second semester. No one has even resembled a vice-president for programs in the past three years.”
Rosenzweig said the only projects in the spring semester are the training of committee members for next year, plus the entertainment programs.
“Now that I’m back full-time, I can accomplish what I haven’t worked on for five and one-half months,” Rosenzweig said.
Some of the unfinished business will be as follows:
•	Investigate the foul-ups in the entertainment program and the selection of cheerleaders.
•	Resume participation in the Commission on Student Life.
•	Continue to work for the adoption of a statement of university rights and responsibilities which would apply a uniform code to faculty, staff, administrators and trustees, much as the Statement of Student Rights and Responsibilities does for students. This proposal is now in the university’s Student Life Committee.
Rosenzweig has worked for such a policy since the summer, when he was the acting ASSC president.
•	Get the ASSC Programs Council started.
Rosenzweig praised Lee Blackman, ASSC vice-president for academic affairs, who was quoted in the original article as saying that once “Tommy” opened, Rosenzweig would return to his duties here. “I’m glad somebody was loyal.” Rosenzweig said.
By CATHY MEYER Executive Editor
Long-absent Joel Rosenzweig, ASSC vice-president for programs, showed up midway through Thursday’s ASSC Executive Council meeting and denied he will resign.
He called Student Court Chief Justice Steve Knowles’ suit charging him with nonfeasance of duties “preposterous,” however.
Rosenzweig, who has been absent from school to direct a professional production of “Tommy” at the Aquarius Theater, said SCaffold Committee and the Programs Council are functioning better than ever.
Despite charges to the contrary, Rosenzweig said he plans to register this semester.
In official council business, Doug Meyer, freshman in psychology, was elected freshman representative to replace Bob Glushon, who resigned in January and transferred to San Fernando Valley State College.
Meyer was elected by a two-thirds majority vote on the sixth ballot, following a half hour of tiring debate. Other candidates were Lauro Cons, John Kay, and Brian Kraft.
Further debate centered around applicants for the proposed student-trustee liaison committee. Applicants who could be reached by telephone were told to be at the meeting, Eileen Walsh, the ASSC secretary, said, but some of the applicants put down wrong or disconnected numbers.
Mike Trope, who proposed the student-trustee liaison concept along with Lee Blackman, ASSC vice-president for academic affairs, said that to maintain the credibility of the proposed group among the students, all applicants must be contacted.
“If they can’t put down their own phone numbers, they might get lost on the way to Ken Norris’ office,” Ben DeMayo, senior rep-resentative, said, Norris is chairman of the trustees.
However, the council voted to allow applicants present to give brief statements and will hear the others on Tuesday at 5 p.m. in Student Union 311. The council will then select the three students.
Steve Leon, sophomore in Biology Semester and one-time sophomore representative candidate, and Dan Regan, a junior in biology, were the only applicants to appear. Fifteen students applied for the positions, said Trope.
Jim Lacy, sophomore representative, will present to the council Tuesday an amendment to the ASSC Constitution for voluntary student fees. If the council approves Lacy’s proposal by a two-thirds vote, it will go on the spring ASSC ballot. If not, Lacy can obtain signatures from 10% of the student body to get the proposal on the ballot.
Lacy’s proposal calls for the elimination of the mandatory $4.50 per semester programming fee, the funds from which go to the ASSC.
In other business, a proposal to set the dates for the spring
Singer may appear
Little Richard did not appear as scheduled at Thursday night’s concert, but the Festival of the Arts committee said it would try to arrange for him to perform Saturday night. Little Richard did not appear because he arrived in Los Angeles early this morning.
Jim Gross, entertainment coordinator for the Festival of the Arts, said Thursday night, he would pick up Little Richard at the airport and ask him to perform at 8 p.m. Saturday in Bovard Auditorium.
Gross said he planned to point out to Little Richard that the rock-and-roll star had broken the Musician’s Union contract he had signed. Under an agreement with the union, the university is able to collect expenses incurred by the concert.
Gross expressed optimism that Little Richard would appear Saturday night. Whether the concert would be performed will be known tomorrow, he added. That information will be available by contacting 746-2791.
Gross said that if Little Richard does perform, ticket stubs for Thursday night’s concert will be good for admission at the concert. However, anyone wishing refunds would get his money refunded by turning in his ticket to the Ticket Office in Student Union 200, he stated.
If Little Richard does appear Saturday night, additional tickets will be available at the door.
Flash Cadillac and the Continental Kids did perform and for the review see page 6.
elections was watered down to establish only the dates for selecting the three required elections commissioners.
The council voted to make applications for elections commissioners open to the student body and due by next Thursday’s regular council meeting. The dates for the primary and final elections will then be decided.
ASSC President Kent Clemence reported on the status of the council-trustee meeting, which the council previously ordered him to establish. Norris, chairman of the Board of Trustees, was ill and could not be reached, Clemence said, but Dan Nowak acting vice-president for student affairs, is attempting to set up a meeting with the council and the trustees’ executive committee.
John Moore, graduate representative, obtained approval of several budget items, but Clemence’s request for $180 to cover campaign expenditures for last fall’s election was tabled until Clemence submits his receipts.
Moore objected earlier to a statement that Dave Howe, former constitutional convention chairman, made in the Daily Trojan on Feb. 15, stating that Moore was instructed by Clemence to vote against reconvening the convention. Moore explained that Clemence had merely made a suggestion to him and other council members and said the remark, as quoted by Howe, was taken out of context.
Representatives from the University Recreation Association also appeared before the council to request funds for campus clubs.
Premeds to meet today
Premed students are invited to attend an hour-long meeting at 3:15 p.m. in Founders Hall 133, today to hear about the new advisement program and student advisory committee.
Steve Kemp, preprofessional coordinator, said that the meeting will emphasize what has happened and what the new program will be.
Procedures for applying to medical schools, the Medical College Admissions Test and the American Medical College Application Service will also be discussed.