Joho the Blog » medium

January 31, 2011

We are the medium

I know many others have made this point, but I think it’s worth saying again: We are the medium.

I don’t mean this in the sense that we are the new news media, as when Dan Gillmor talks about “We the Media.” I cherish Dan’s work (read his latest: Mediactive), but I mean “We are the medium” more in McLuhan’s “The medium is the message” sense.

McLuhan was reacting against information science’s view of a medium as that through which a signal (or message) passes.

shannon's communication diagram

Information science purposefully abstracted itself from every and any particular medium, aiming at theories that held whether you were talking about tin can telephones or an inter-planetary Web. McLuhan’s pushback was: But the particularities of a medium do count. They affect the message. In fact, the medium is the message!

I mean by “We are the medium” something I think we all understand, although the old way of thinking keeps intruding. “We are the medium” means that, quite literally, we are the ones through whom information, messages, news, ideas, videos, and links of every sort move — and they move through this “channel” because we decide to move them. Someone sends me a link to a funny video. I tweet about it. You see it. You send a Facebook message to your friends. One of them (presumably an ancient) emails it to more friends. The video moves through us. Without us, the transport medium —” the Internet — is a hyperlinked collection of inert bits. We are the medium.

Which makes McLuhan’s aphorism more true than ever. In tweeting about the video, I am also tweeting about myself: “This is the sort of thing I find funny. Don’t I have a great sense of humor? And I was clever enough to find it. And I care enough about you— and about my reputation — to send it out to you.” That’s 51 characters over the the Twitter limit, but it’s clearly embedded in my tweet.

Although there are a thousand ways “We are the medium” is wrong, I think what’s right about it matters:

  • Because we are the medium, one-way announcements, such as a tweet to thousands of followers, still has a conversational element. We may not be able to tweet back and expect an answer, but we we can pass it around, which is a conversational act.

  • Because we are the medium, news is no longer mere information. In forwarding the item about the Egyptian protestor or about the Navy dealing well with a gay widower, I am also saying something about myself. That’s why we are those that formerly were known as the audience: not just because we can engage in acts of journalism without a newspaper behind us, but because in becoming the medium through which news travels, some of us travels with every retweet.

  • Because we are the medium, fame on the Net is not simply being known by many because your image was transmitted many times. Rather, if you’re famous on the Internet, it’s because we put ourselves on the line by forwarding your image, your video, your idea, your remix. We are the medium that made you famous.

It is easy to slip back into the old paradigm in which there is a human sender, a message, a medium through which it travels, and a human recipient. It’s easy because that’s an accurate abstraction that is sometimes useful. It’s easy because the Internet is also used for traditional communication. But what is distinctive and revolutionary about the Internet is the failure of the old diagram to capture what so often is essential: We are not users of the medium, and we are not outside of the medium listening to its messages. Rather, we are the medium.

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