The Future of Community: How to

Leverage Web3 Technologies to Grow

Your Business 1st Edition John Kraski
Visit to download the full and correct content document:
https://ebookmass.com/product/the-future-of-community-how-to-leverage-web3-techn
ologies-to-grow-your-business-1st-edition-john-kraski/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...

The Journey Beyond Fear: Leverage the Three Pillars of

Positivity to Build Your Success 1st Edition John Hagel
Iii

https://ebookmass.com/product/the-journey-beyond-fear-leverage-
the-three-pillars-of-positivity-to-build-your-success-1st-
edition-john-hagel-iii/

The Journey Beyond Fear: Leverage the Three Pillars of

Positivity to Build Your Success John Hagel Iii

https://ebookmass.com/product/the-journey-beyond-fear-leverage-
the-three-pillars-of-positivity-to-build-your-success-john-hagel-
iii/

The Art of Starting: How to Build Your Creative

Business from the Ground Up Iona Mathieson

https://ebookmass.com/product/the-art-of-starting-how-to-build-
your-creative-business-from-the-ground-up-iona-mathieson/

The Post-Pandemic Business Playbook: Customer-Centric

Solutions to Help Your Firm Grow Ofer Mintz

https://ebookmass.com/product/the-post-pandemic-business-
playbook-customer-centric-solutions-to-help-your-firm-grow-ofer-
mintz/
7 Secrets of Highly Effective Social Impact
Communicators: How to Grow Your Influence to Solve
Society’s Most Pressing Challenges 1st Edition Nate
Birt
https://ebookmass.com/product/7-secrets-of-highly-effective-
social-impact-communicators-how-to-grow-your-influence-to-solve-
societys-most-pressing-challenges-1st-edition-nate-birt/

Explaining the Future: How to Research, Analyze, and

Report on Emerging Technologies Sunny Bains

https://ebookmass.com/product/explaining-the-future-how-to-
research-analyze-and-report-on-emerging-technologies-sunny-bains/

Customer Communities: Engage and Retain Customers to

Build the Future of Your Business Nick Mehta

https://ebookmass.com/product/customer-communities-engage-and-
retain-customers-to-build-the-future-of-your-business-nick-mehta/

Halal Investing for Beginners : How to Start, Grow and

Scale Your Halal Investment Portfolio 1st Edition
Ibrahim Khan

https://ebookmass.com/product/halal-investing-for-beginners-how-
to-start-grow-and-scale-your-halal-investment-portfolio-1st-
edition-ibrahim-khan/

Your Small Business Boom: Explosive Ideas to Grow Your

Business, Make More Money, and Thrive in a Volatile
World Steve D. Strauss

https://ebookmass.com/product/your-small-business-boom-explosive-
ideas-to-grow-your-business-make-more-money-and-thrive-in-a-
volatile-world-steve-d-strauss/
 THE
FUTURE
OF
CO

M
MUNITY
 tin S h e n k a r ow
| Jus
k i
s wit
ra hC
ha
K
rle
hn

s
Jo

Ad
THE

kin
s
FUTURE
OF
CO

M
MUNITY
ie s
Ho
wt no log
o Le e c h
verage Web3 T ss
s i n e
to G row Your Bu
Copyright © 2024 by John Wiley & Sons, Inc. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted
in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or
otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act,
without either the prior written permission of the Publisher, or authorization through payment
of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive,
Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com.
Requests to the Publisher for permission should be addressed to the Permissions Department,
John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-
6008, or online at http://www.wiley.com/go/permission.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best
efforts in preparing this book, they make no representations or warranties with respect to the
accuracy or completeness of the contents of this book and specifically disclaim any implied
warranties of merchantability or fitness for a particular purpose. No warranty may be created
or extended by sales representatives or written sales materials. The advice and strategies
contained herein may not be suitable for your situation. You should consult with a professional
where appropriate. Further, readers should be aware that websites listed in this work may have
changed or disappeared between when this work was written and when it is read. Neither the
publisher nor authors shall be liable for any loss of profit or any other commercial damages,
including but not limited to special, incidental, consequential, or other damages.
For general information on our other products and services or for technical support, please
contact our Customer Care Department within the United States at (800) 762-2974, outside the
United States at (317) 572-3993 or fax (317) 572-4002.
Wiley also publishes its books in a variety of electronic formats. Some content that appears in
print may not be available in electronic formats. For more information about Wiley products,
visit our web site at www.wiley.com.
Library of Congress Cataloging-in-Publication Data is Available:
ISBN 9781394215256 (Cloth)
ISBN 9781394215263 (ePub)
ISBN 9781394215270 (ePDF)
Cover Design: Wiley
Cover Image: © Fajar/Adobe Stock Photos
 John Kraski:
To my mother, Kathleen; my grandmother, Josephine;
and my Web3 community
Justin Shenkarow:
To my mother, Rosalie; my dad, Maxwell;
and my Web3 community
 Contents

Foreword ix
Authors’ Note xv
Introduction: What Is the Future of Community? 1
1 Back to the Future 5
2 Three Men and a Pool 35
3 The Power of Web3 45
4 More than a Cartoon Party: ­Supercharging
the Creator Economy 69
5 Building Community the Right Way 83
6 Mic Check 1, 2: A New Way to Communicate 105
7 The Perfect Playbook: How to Make the
Right Calls 133
8 The Rise of the Machines: How AI Will Affect
Us All 157
9 Liars, Cheaters, Scammers, and Cash Grabbers 167
10 The Future of Work 179

vii
11 The Future of Community 199

Acknowledgments 217
About the Authors 221
Index 225

viii
Contents
 Foreword
By Charles Adkins

I n the maze of modern society, a primal yearning exists

that transcends time, space, and technological barriers:
the pursuit of community. It is the cornerstone of human
civilization, a catalyst for meaningful connections, and a
crucible for collective growth.
As we stand on the precipice of a new digital era, the
concept of community finds itself at an exciting crossroads.
Within this context, John Kraski and Justin ­ Shenkarow
present The Future of Community, an enlightening explo-
ration of the evolving landscape of communities, both
physical and digital.

ix
 Through an impressive collection of expert interviews
and in-­ depth research, this book provides a thoughtful
roadmap to understand, nurture, and leverage communi-
ties in the future. It underlines the convergence of brands
and influencers in sculpting the fabric of contemporary
and future communities, harnessing the power of technol-
ogy to create robust, vibrant ecosystems of interconnected
individuals.
The notion of community is rapidly transforming, shift-
ing from the confines of geographical boundaries to the
limitless expanses of digital space. Yet the essence remains
constant: a shared sense of purpose, shared values, and a
comforting sense of belonging.
Kraski and Shenkarow adeptly dissect this transition,
unraveling the complexities of modern community build-
ing while acknowledging the age-­old principles that remain
at its core. Their insightful work brings to the forefront the
crucial role of brands and influencers in community crea-
tion, a dynamic symbiosis of identity and influences that
shapes communities’ collective consciousness.
A fascinating aspect of The Future of Community is its
candid exploration of technology’s impact. In a world inter-
woven with digital threads, the book uncovers how technol-
ogy is not merely a tool but an intrinsic part of our evolving
communities. It enables shared experiences, propels engage-
ment, and offers a dynamic platform for discourse and col-
laboration. Simultaneously, it presents a compelling case for
digital vigilance and the importance of nurturing authentic
human connections within pixels and code.
Kraski and Shenkarow vividly describe brands’ and
influencers’ roles within this new frontier. Today, brands
and influencers are not just entities for selling products or

x
Foreword
services; they are facilitators of community engagement,
custodians of shared values, and architects of collective
narratives. The book further outlines strategic insights and
practical steps for these stakeholders to genuinely, effec-
tively, and respectfully engage with their communities.
The Future of Community is an engaging discourse, but
more than that, it is an urgent call to action.
It implores us to think critically about the types of
communities we want to build, cultivate, and sustain. It
prompts us to question: How can we use technology to
foster unity and not division? How can we leverage the
influence of brands and influencers for the greater good
of our communities? And importantly, how can we ensure
that, amidst the digital noise, we keep sight of the quin-
tessential human elements that make a community worth
belonging to?
Through a vast array of expert insights, this book under-
scores the magnitude and urgency of these questions. It
features voices from different walks of life, each bringing
a unique perspective on community building. The collec-
tive wisdom of these diverse voices resonates throughout
the book, shining a light on the nuanced and multifac-
eted nature of the topic. They deepen our understanding,
challenge our preconceptions, and push us toward more
innovative, inclusive, and sustainable models of commu-
nity building.
This is a timely and impactful book, with timeless
information that will resonate for decades. Their depth of
research, clarity of thought, and passion for the subject
matter are apparent on every page.
But what truly sets this book apart is the heart that
pulses within it. It is a testament to their true and deep

xi
Foreword
belief in the power of community, a tribute to their com-
mitment to fostering meaningful connections, and a reflec-
tion of their dedication to creating a future that honors our
shared human spirit.
The Future of Community is a must-­read for anyone
seeking to navigate the intricate dance of community
building in the 21st century and beyond. It presents a
compelling vision of a future where technology, brands,
and influencers join forces to create vibrant, inclusive, and
empowered communities.
It is an essential guide for all—­entrepreneurs, leaders,
influencers, educators, and, most importantly, community
members—­offering valuable insights and practical strate-
gies to build, enrich, and future-­proof our networks.
The journey of community building is complex, exhila-
rating, and profoundly rewarding, and one that requires
empathy, patience, resilience, and a relentless commitment
to fostering unity amidst diversity. The authors offer us a
torch to navigate this journey, illuminating the path forward
and inspiring us to march toward a future marked by more
robust, more resilient, and more connected communities.
At its core, the book reaffirms an eternal truth: despite
our differences, despite the barriers of space and time, we
yearn for connection, for the sense of belonging that only
a community can offer. As I turn the pages of this remark-
able book, I am reminded of our shared responsibility to
nurture these communities, honor their diversity, cherish
their unity, and safeguard their future.
I must express my gratitude and admiration for the
authors. I am incredibly honored and humbled by their
invitation to pen this foreword. They are dear friends,
esteemed colleagues, and, more importantly, they are

xii
Foreword
stalwarts in the community building space. Their relent-
less passion and unwavering commitment to advancing
community growth and cohesion are genuinely inspiring.
In a world that often seems fragmented, their work
serves as a beacon, reminding us of the beauty of connec-
tion, the strength in unity, and the transformative power of
communities. I sincerely believe The Future of Community
will inspire and guide many individuals and organizations
to contribute constructively and meaningfully toward this
endeavor.
As you embark on the journey through this book, I invite
you to reflect, learn, and contribute to the conversation on
the community’s future. After all, it is a journey we are all
a part of, a journey that, in many ways, defines our shared
future.
Welcome to The Future of Community.

xiii
Foreword
 Authors’ Note

Justin Shenkarow and John Kraski are co-hosts of the NFT

Heat TV show. Each week, they interview top thought
leaders in the Web3 space. The show is now on ALTRD.TV,
aired in more than 65 million homes worldwide, and is on
Apple TV, Amazon, and Roku.
Beginning in the fall of 2023, they will be hosting a new
TV show called “The Future of Community,” which will be
more topical and humorous in the vein of shows like The
Soup, Late with Jimmy Fallon, and Saturday Night Live.
They are considered thought leaders and visionaries in
the Web3 space, having founded the Web3 community-
building organization Good Morning Web3 (formerly NFT
Thought Leaders).
As executives and creators for top Web3 companies
worldwide, both are passionate about educating brands
and consumers about the world of Web3. More importantly,
they love helping brands, and consumers leverage this tech-
nology to build strong communities. Realizing they have a
unique skill set coaching people, they wanted to do some-
thing where they could impact as many people as possible,
so they decided to write The Future of Community.

xv
 Introduction: What Is the Future
of Community?

Y ou’re reading this book because you’re probably try-

ing to figure out what the heck is Web3, the metaverse,
all of this crypto-babbling by frat bros, and perhaps how
to build the right community. We hear the term “commu-
nity” all the time, but what does it really mean to build
community, and what does it look like moving into the
future? How will community affect you, your organization,
and your brand?
Well, fortunately, you’ve come to the right place because
we’re going to throw down the real truth about Web3. There
will be no sprinkles or whipped cream on this version;
we’re laying down the hard realities. Most people will bab-
ble on and on about community and Web3 but they have
no freakin’ clue what they’re talking about. Web3 still has
a lot of problems, but those problems create tremendous
opportunities. The biggest opportunities revolve around
the communities of tomorrow. These communities will be
built by harnessing the power of Web3, social media, in
real-life events and the metaverse.
We both know what it feels like not to fully under-
stand a new technology like Web3, because we were both
outsiders when we first entered the space. Justin thought
NFTs stood for Non-Fat Tequila. Three years ago, we had
no clue about Web3, blockchain, NFTs, and the metaverse,

1
and now brands and executives reach out to us for our
advice to help navigate this strange new world of Web3.
If we hadn’t met at the pool at Soho House back in early
2021, this book would have never come to fruition.
The future of community is more than just the techno-
logical promise of Web3 and how it will shape future com-
munities. It’s a promise to change the way things are and
how to level the playing field for those of us who have
been left out and haven’t been treated fairly. We all know
the world is run by the super-rich and powerful, but Web3
changes the game. We are giving the power back to crea-
tors who have made all the amazing things we enjoy and
love—like music, art, poetry, TV, and movies—and ensur-
ing they are fairly recognized and compensated. Forget
the monopolies and conglomerates of major corporations;
Web3 levels the playing field so each one of us can build
our own brands, build our own communities, and mon-
etize in a brand-new way.
The future of community is an opportunity to embrace
a new technology and transform your personal and profes-
sional life in ways you never thought imaginable. Both of
us have been struggling for many years trying to find our
lanes in our personal and professional lives, and Web3 gave
us the opportunity to start fresh and reinvent our lives.
In the following chapters, we’re going to guide you
through the same process we created to leverage the amaz-
ing power of Web3. This power has helped transform com-
munities inside various global organizations. We are also
bringing in some of the top voices in Web3 to give their
expertise, insights, and advice on how to harness the power
of Web3 to create the super-communities of tomorrow. We
will provide you with our personal anecdotes and discuss

2
The Future of Community
Another random document with
no related content on Scribd:
 Fig. 128.—Sclerotinia ciborioides: a sclerotium with three apothecia slightly
magnified; b ascus with eight ascospores; c germinating ascospore.
 Fig. 129.—Dasyscypha willkommii: a
portion of bark of Larix decidua with sessile,
cup-shaped apothecia (nat. size); b two
paraphyses on either side of an ascus with
eight ascospores.
Order 2. Mollisiaceæ. Mollisia cinerea, principally on decaying wood.

Order 3. Pezizaceæ. This order contains the largest and

morphologically the highest forms of the Discomycetes. Apothecia
fleshy, and in the later conditions generally saucer-shaped.
Peziza, with sessile apothecia, growing on the ground; P. cochleata is brown,
and coiled like a snail-shell; P. coccinea is scarlet; P. aurantia occurs as an orange-
coloured expansion on the ground.
 Order 4. Ascobolaceæ. Apothecia fleshy; in the later stages flat or convex. The
asci are, comparatively speaking, large, and often contain a great number of
spores which escape by the casting off of a lid on the summit of the ascus.
Generally living on dung.—Ascobolus furfuraceus, etc.

Family 6. Helvellales.
These Fungi have the appearance of clubs, bells, or mushrooms,
consisting of an upright stalk bearing a large and fleshy head, on the
exterior surface of which the hymenium is spread. The ascocarps
are probably gymnocarpic from the beginning, and on this account
these plants are placed in a separate family. The development of the
ascocarps is unknown. The Morchella (Morell) grows on the ground;
some species are edible. 1 order.
Order. Helvellaceæ. Spathulea is yellow and club-shaped, and forms “fairy
rings” in woods.—Geoglossum (Earth-tongue) projects above the ground as a
black tongue, or as a club-shaped body. Several species are found in meadows
and on heaths.—Helvella has a stalk, bearing an irregularly folded head, on the
external surface of which is the hypothecium.—Morchella (Morell, Fig. 130), the
stalk bears on its summit the conical or spherical head, the external surface of
which is reticulate and bears the asci.—Mitrula. Verpa.
 Fig. 130.—Morchella esculenta: a an entire
specimen, about one half natural size; b
longitudinal section through the head.

Appendix to the Ascomycetes:

Family 7. Ascolichenes (Lichen-forming Ascomycetes).

The Lichens were formerly classed among the Thallophyta as a
group quite distinct from the Algæ and Fungi. Investigations during
the last twenty-five years, however, have conclusively proved that
the Lichens are Fungi which reproduce in the same manner as the
Ascomycetes, or, more rarely, the Basidiomycetes, and have entered
into a peculiar symbiotic relation with Algæ, especially the
Cyanophyceæ and Protococcoideæ, with which they associate, and
without which they would be unable to exist. The Fungus forms the
largest portion of the Lichen, enclosing the Alga with which it may be
said to be commensal. The Fungus especially produces reproductive
bodies and absorbs the inorganic nourishment through the rhizoids,
whilst the Alga supplies it with the organic materials. In consequence
of this the Lichens, in contradistinction to other Fungi, need light for
the development of their nutritive organs, and are therefore, in any
case internally, of a more or less greenish colour. The form and
condition of the thallus is unusual among the Fungi, and they can
grow upon rocks and in other places where no dead organic matter,
such as would be required by other Fungi, is obtainable.
 Fig. 131.—Transverse section through the thallus of Sticta
fuliginosa (× 500): r-r rhizoid-strands, which arise from the under side;
g-g gonidial layer; m medullary layer; o upper, u lower cortex.
Two cellular forms are therefore to be found in each Lichen:
1. The cells which belong to the Fungus. These are generally
septate, branched hyphæ without any trace of chlorophyll. In the
thallus of the majority of Lichens there may be found a medullary
layer (Fig. 131 m) of loosely-woven hyphæ, between which there are
large air chambers; and an external layer (cortex) (Fig. 131 o, u)
formed of closely-woven hyphæ without any intercellular spaces. In
some Lichens (Collemaceæ) the hyphæ wind about in the thallus,
being equally distributed throughout, without forming any decided
strata. These Lichens moreover become gelatinous when exposed
to moisture (Fig. 132), on account of the swelling of the walls of the
Algæ. The hyphæ contain protoplasm with drops of oil, but never
starch; their walls easily swell when exposed to damp after having
been dried, and in some (e.g. Cetraria islandica) they become
gelatinous when cooked. Certain strata of hyphæ become blue on
treatment with iodine alone, from which it is inferred that the wall is
allied, in its chemical nature, to starch.
2. The enclosed Algæ, termed “gonidia.” Some belonging to the
Cyanophyceæ, Protococcoideæ, (especially Pleurococcus) and
Chroococcaceæ, are spherical and are found isolated, or in irregular
groups of cells (Fig. 131 g); some belonging to Nostoc (Fig. 132 g),
Lyngbyaceæ, etc., are placed in cell-rows. Each Lichen, as a rule,
has only one definite Algal-form for its gonidium.
The gonidia either lie together in a certain stratum between the
cortex and the medullary layer (Fig. 131 g), or are scattered
irregularly throughout the entire thallus (Fig. 132). The thallus is in
the first instance termed “heteromerous,” in the second instance,
“homoiomerous.” The Fungal-hyphæ embrace the gonidia and apply
themselves closely to, or even penetrate them, and hence it has
been difficult to decide whether the one cellular form does or does
not develop from the other (Figs. 134, 135).
 Fig. 132.—Collema microphyllum. Transverse section through the thallus; g
Nostoc-chains; h hyphæ.
This theory regarding the symbiosis of Fungi and Algæ to form a Lichen is
termed the Schwendenerian theory, after the first scientist who advanced it with
any weight. It had been already indicated by De Bary, and further arguments in its
support have at a later time been adduced by Bornet, Stahl, Treub, Frank, Bonnier,
Alfr. Möller and others.
 Fig. 133.—Ephebe pubescens. The
apex of a branch of the thallus with two
lateral branches (s): h its hyphæ; g the
apical gonidium of the main branch.
 Fig. 134.—Nostoc lichenoides, which is
attached by a germinating thread (h) of
Collema glaucescens.
 Fig. 135.—A Germinating spore of Physcia parietina with Protococcus
viridis. B Synalissa symphorea with Glæocapsa. C Cladonia furcata with
Protococcus.
The thallus of the Lichen appears mainly under three forms:—
1. The Crustaceous, which adheres firmly to the substratum
(bark, stone) throughout its entire surface, without being raised into
any free patches or lobes. It has, in many instances, no definite
outline, and hyphal-branches from it often penetrate deeply into the
substratum. It grows at the circumference and sometimes dies away
in the centre (Figs. 138, 139, 140).
2. The Foliaceous. This also lies flat upon the substratum, but is
not firmly attached to and has a definite outline. It grows at the
margin, and raises itself a little by free outgrowths and lobes (Fig.
141). The rhizoid-strands spring out from its whitish under surface
(Fig. 131, r).

Fig. 136.—Portion of a hymenium: d a thin stratum on which the asci

(s) are situated.
 Fig. 137.—Spores of, a Cladonia, Lecanora and Pertusaria;
b Bæomyces; c Sphinctrina; d, e, f various species of
Parmelia; g, h Verrucaria in its younger and older condition; i, k
species of Leptogium.
3. The Fruticose, which is attached to its substratum at a small
point from which it projects freely, either erect or pendulous. It is
more or less tufted, in the form of a bush (Figs. 142, 143). These
three thallus-forms gradually pass over by many intermediate forms
into one another.
 Fig. 138.—Lecanora subfusca: a the bark on
which it is situated; l the thallus; s the ascocarp; s’
an ascocarp.
Fig. 139.—Graphis (two species).
 Fig. 140.—Pertusaria communis.
The Lichens, like other Ascomycetes, have very variously
constructed ascospores (Fig. 137), which are enclosed in asci (Fig.
136), usually surrounded by paraphyses attached together.
Furthermore they possess pycnidia (Fig. 141) containing numerous
microconidia. These were formerly considered as organs of
fructification, and were termed “spermatia,” and the pycnidia,
“spermogonia.” Alfr. Möller proved, in 1887, that the microconidia are
able to germinate and produce a mycelium with new conidia, just as
in other Ascomycetes.
Vegetative Reproduction takes place by soredia, which to the
naked eye appear as whitish powder on the surface of the thallus.
They are small round bodies, formed by one or a group of gonidia,
which are surrounded by a mass of felted hyphæ. After the rupture of
the cortex they are set free, and readily carried by the wind to other
places, where under favourable circumstances they establish a new
thallus.

Fig. 141.—A A portion of the thallus of Parmelia parietina with ascocarps (a)
and pycnidia (b). B A portion of the thallus of Cetraria islandica with pycnidia at the
end of small lobes. C A lobe with pycnidia and ejected microconidia. (Magnified).
Geographical Distribution. The Lichens are the most hardy
plants, and are the first to appear on hitherto bare rocks which they
gradually disintegrate, and hence prepare the way for the growth of
other plants. They are to be found from the Polar regions to the
Equator; from the highest snow-free mountain-peaks down to the
level of the sea; on the stems of trees; on rocks, soil, some even on
inundated places; on stones in woodland streams, and on beaches;
but they are never found upon rotten organic remains. Some grow
gregariously in enormous masses, and form wide-stretching carpets,
e.g. Reindeer Moss (Cladonia rangiferina), species of Cetraria and
other fruticose Lichens.
Uses. On account of the cell-wall being composed of
Lichenstarch (Lichenin), the Iceland-Lichen and Manna-Lichen
(Lecanora esculenta) are used as food; the latter grows on stones, in
the deserts of Asia and North Africa, and is often torn loose in large
masses and carried away by the wind. The Reindeer-Lichen is not
only the principal food of the reindeer, but it is also used in the
manufacture of Danish brandy. Cetraria islandica (Lichen islandicus)
is officinal. Colouring materials (lacmus, orseille, persio) are made
from several species, especially from Roccella tinctoria (from the
rocky coasts of the Mediterranean). Parmelia saxatilis and
particularly Lecanora tartarea are used for colouring purposes in the
Northern countries.
About 2,000 species of Lichens have been described. If we
disregard the Basidiolichenes, which will be considered on page 176,
the remaining Lichens (Ascolichenes) may be divided into the two
following orders according to the structure of the fruit-bodies:—
Order 1. Pyrenolichenes. The ascocarps (apothecia) are
spherical or flask-shaped, as in the Pyrenomycetes, more rarely
linear (Graphis).
According to the nature of the thallus, these Lichens may be divided into:—
a. Thallus homoiomerous, but not gelatinous, branching according to the mode
of growth of the Algæ: Ephebe (Fig. 133), with Algæ of the genus Stigonema.
b. Thallus homoiomerous, gelatinous: Lichina.
c. Thallus heteromerous, crustaceous: Verrucaria, Pyrenula; Graphis (Fig. 139),
which may be considered as Hysteriaceæ with gonidia; several species of Graphis
are common on bark.
d. Thallus heteromerous, foliaceous: Endocarpon.
e. Thallus heteromerous, fruticose: Sphærophorus.
Order 2. Discolichenes. These, as in the Discomycetes, have
open apothecia, which, as a rule, are cupular, more rarely
hemispherical (Cladonia).
According to the nature of the thallus, these Lichens may be divided into:—
a. Thallus homoiomerous, but not gelatinous, branching according to the mode
of growth of the Algæ: Cœnogonium.
b. Thallus homoiomerous, gelatinous: Collema (Fig. 132), with Algæ of the
genus Nostoc; Leptogium.
c. Thallus heteromerous, crustaceous: Pertusaria (Fig. 140), Lecidea, with
apothecia open from the beginning; Lecanora, with apothecia, which in the
beginning are closed, later on open, but with a rim formed by the thallus (Fig. 138);
Bæomyces, whose apothecia are borne on a stem formed by the thallus.
d. Thallus heteromerous, foliaceous: Parmelia (P. saxatilis; P. parietina, Wall-
Lichen, Fig. 141, is yellow, very frequent on tree-stems, stone-walls, tiles); Physcia
(P. ciliaris, frequent on tree-stems); Sticta (S. pulmonacea, Lung-Lichen, on tree-
stems); Peltigera, especially on the Moss among trees; Umbilicaria, on rocks.
e. Thallus heteromerous, fruticose: Cetraria (C. islandica), “Iceland Moss,” with
an olive-brown, flat, furrowed, fringed thallus, on heaths; C. nivalis, white, in the
Polar regions; Evernia, Ramalina, Usnea (U. barbata, Beard-Lichen, Fig. 143);
Roccella, Stereocaulon, Cladonia, of which the genus C. rangiferina, Reindeer-
Moss (Fig. 142) is important; Cladonia has two kinds of thallus, one scaly and leaf-
like, the other erect, which bears the apothecia and may be fruticose (Fig. 142), or
cupular (Fig. 144); they grow in soil in forests and on heaths.
Fig. 142.—Cladonia rangiferina: s ascocarp.