Robert K. Logan’s book, “Understanding
New Media” is about understanding how new media is changing our world. It
also about how new media is impacting the older media that McLuhan studied.
There is a lot to write about on this book but I will concentrate on what I believe
is the most interesting part and that is McLuhan’s methodology. “There was
method in his madness.”
Technology as
extensions of the body and media as extensions of the psyche.
McLuhan believed that media and technology enhance human
functions therefore they are regarded as extensions of our being. This
statement is actually quite true. Every day I see people with their cellphones
in their hands (literally an extension of their body). Media has also affected
our psyche. We are told through advertising and marketing that we need the newest iPhone or iPod that is coming
out. We don’t want to be the only ones that don’t have them. I personally don’t
buy into that type of advertising. I am perfectly fine with my Android phone
that is a few years old or my iPod Nano that is not brand new. What gets me is,
god-forbid I leave my phone at home when I am out, I panic. I feel like I need my phone in case someone is trying
to reach me or in case of an emergency. Society and the media have made me feel
that way. When I was growing up, there were no cell phones, and I did just
fine. If there was an emergency, people would just use a payphone. Now with the
invention of cellphones, I haven’t seen any payphones in quite a while.
Media as living vortices
of power.
McLuhan believed that media and technology play a dynamic
role in economics, politics, society, and culture. Once again, McLuhan is right
on the money. The 2008 Barack Obama Presidential campaign made history. Not only was Obama the first African American
to be elected president, but he was also the first presidential candidate to
effectively use social media as a major campaign strategy. For example, Obama
logged twice as many Facebook “Likes” and nearly 20 times as many re-tweets as
Romney. With his existing social media
base and spreadable content, Obama had far superior reach. This shows the importance
of how social media influences politics as well as the economy, society, and
culture.
The content of any
new medium is another older medium.
McLuhan believed that when a medium first appears, it uses
the content of another medium exclusively for its content until users have
learned to exploit the new medium to develop forms of expression. When I read
this, I thought of Myspace. Remember how popular Myspace was? It was huge! There
was even a song that came out, called “The Myspace Song.” Now, Facebook has come
along and demolished Myspace. Facebook is what’s “in” right now until the next
thing comes along. It is so interesting to see how popular a website can become
overnight to being replaced by another website and therefore, disappearing soon
after. It only goes to show that nothing stays around forever. As popular as
Facebook is right now, I am curious to see what will eventually take over.
No comments:
Post a Comment