Media Theory

Medium is important to how we consume digital media because as the article states “The medium is the message because it is the medium that shapes and controls the scale and form of human association and action”.  Author Marshall McCluhan uses the example of the electric light. “Whether the light is being used for brain surgery or night baseball is a matter of indifference. It could be argued that these activities are in some way the “content” of the electric light, since they could not exist without the electric light”, explains McCluhan. The electric light is not a noticeable medium until it physically spells out a brands name in neon letters. In this case, it is not the light that is noticed, but the content (medium), is noticed.  In the world of digital media today, we can clearly see this in social media, essentially a blank canvas was given to users to create, which we create content through human action. The text states “Any medium has the power of imposing its own assumption on the unwary. Prediction and control consist in avoiding this subliminal state of Narcissus trance”. This is a prime example of what social media does, as it constantly controls people, and leaves individuals in this narcissus trance. Individuals all have the need to share their best moments on these apps, giving them a confidence boost when they get more likes or views. The text uses an example of how our human senses configure the awareness and experience of each one of us and can be perceived in another connection. Psychologist C. G. Jung explains “Every Roman was surrounded by slaves. The slave and his psychology flooded ancient Italy, and every Roman became inwardly, and of course unwittingly, a slave. Because living constantly in the atmosphere of slaves, he became infected through the unconscious with their psychology. No one can shield himself from such an influence (Contributions to Analytical Psychology, London, 1928)”. In this, we can the clear connection to the digital world today, as the more we stay plugged into our phones and digital media, the more we begin to act and adopt lifestyles of the people we follow. Not only this, but we begin to critically analyze every little thing about ourselves, and end up with the conclusion that we are still not good enough, or we want more than what we already have. 

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