New Media = "extensions" of our human senses, bodies and minds, which will form large media ecologies (McLuhan, 1964).
These ecologies would become Mediated Public Spheres enabled the public to become actors of social change.
He believed that the wide adoption of these new media would participate in major changes in how “man” viewed the world and would eventually lead humans to find a new type of spirituality based on a technological collective consciousness (Teall and Carpenter, 2001).
McLuhan introduced a different way of thinking about media design Traditional visual culture : media are objects that are consumed as cultural artifacts New Media Culture : media extends human activities far beyond creative industries. New Media became about facilitating mediated social and cultural innovations of makers, which included the public.
1980s: ”digital revolution” and the 90s “digital convergence”: reshaping of contemporary experiences through the mass introduction of computers . The digitization of mass media raised questions about intellectual property, competition and monopolies, which required new ways of looking at mass media production . The popular definition of “new media” became synonymous to emerging digital mass media.
NEW MEDIA BECOMES AT THE CROSS ROADS OF THREE DISTINCT INDUSTRIAL CONTEXTS
NM BECOMES A SPECIFIC MOMENT IN A MEDIA LIFE CYCLE