in chronological order in terms of its cycles of social affirmation
The first model is defined as interpersonal communication. Which takes the form of the two-way exchange between two or more persons in a group.
The second model, which is equally deeply rooted in our societies, is one-to-many communication. where an individual sends one single message to a limited group of persons
A third model, with which we have less experience in historical terms, is mass communication . Where thanks to the use of specific mediation technologies, one single message can be sent to a mass of people.
In the 1970’s, McLuhan argued that the media were the message. — Meaning that any single medium induces behaviours, creates psychological connections, and shapes the mentality of the receiver; regardless of the content that medium transmits.
Castells, in turn, suggested we could think of the “ message is the media ” i.e., the media are shaped depending on the message one is trying to get across, and seeking that which best serves the message and the audience at which it is aimed. (2005)
Eco suggested that “ the media precede the message ” , i.e. when the technological acceleration produces multiple new channels that exist before there is content to be placed there creating a new challenge of an economic character, thus rendering transmission feasible without having equated what is to be transmitted (2002)
Should we discuss if networked communication introduces a third dimension into the dialectic between media and message?
In the network, whatever the media chosen, if the message is not the most appropriate, for a given group, it will be remixed by the people.
“ the people is the message” vs . “ the media is the message” ?
the people is the message ? Gustavo Cardoso, 2010