Why is media so central? Technologies that immortalise the mind and its output – make thoughts alive and imperishableAllow for storage, transmission, multiplication of ideas
“We become what we behold. We shape our tools and then our tools shape us”- McLuhan
When dominant media change, they help change everything else• Oral= Emotion, Participation, Unity• Print= Memory, Separation, Logic• TV= Transience, Desire, Currency• Digital= ?
The digital modeIndividual minds connected & multiplied- now Democratic Collaborative Connected Simultaneous (Secondary Orality- Walter Ong)
The Increasing Focus on the Mind The internet as playground of the mind The body made recreational, almost vestigialA complementary virtual world with its own codes The new source of wealth/value creation
Shift in balance of powerNew imaginations, new vocabularies Cultural flows
The Fault lineDe-centralising pull of media/technology v/s centralising grip of power structures -corporations, governments, brands
The Brand DisconnectImagined as a centrally controlled transmission The ability to make people listen and act Consumers as interlopers