Postman/McLuhan's concept in context

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"The medium is (more important than) the message"

  • Thanks to the internet, millions of people can have their say
  • Information is everywhere e.g. blogs, videos, websites etc.
  • New ideas usually come through conversation, so since the web is a mass of conversation it creates mass innovation
  • 21st Century = Mass production for mass consumption
  • 21st Century = Mass innovation - more ideas being shared by more people
  • 'We think, therefore we are' 
  • Good for democracy, equality, freedom (supposedly)
  • You were what you owned, now you are what you share
The power of the internet = infinite information
Information is crucially shared, and interpreted (YouTube is a vehicle for this)
Democracy through collaboration, less corporation control - role of YT
Online media - more people have a voice

Free content, open access, e.g. YouTube
Audiences express themselves, no constraints from controlling media producers e.g. UGC
Power to the people - upholding  traditions of free speech e.g. twitter citizen journalism
Prosumers challenging traditional concepts of the producer consumer model
A challenge to cultural hegemony and globalisation

YouTube is a good example of prosumerism
Instagram is a good platform for mediating ideology through emotive imagery
Free speech example using social media - Extinction Rebellion (global environmental movement)



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