Aware of the failure of the society to recognize the power of the electronic medium, McLuhan presented a notion in which, the medium has a significant impact on society as a whole. The effect arises from the way we interact and change our behaviour through the scope of the "electronic medium" to communicate a message. What is more, McLuhan, recognize the fast pace in which the electronic medium can communicate and raise a concern that society, fails to recognize and correctly use that power. The fish is unaware of the water in which it swims. It is blind to its environment - its medium. We, too, function and perceive reality in an information environment, which we take for granted. People do not realize that they live in a small village until they have been to a big city. The fish only appreciates its medium once forced out of the water. It seems to that McLuhan warns for, humanity gets faster on track with the medium. That is fine, but more importantly, is what today's culture gets from his advice. As much as we use technology for the important stuff, we widely use it for unhealthy distractions. Down-productive and impotent chats, games, and activities pierce daily routines, demanding time, brainpower and break our attention into short attention spams, drawing ours into oblivion. We must be courteous, now more than ever, for followings and subscriptions we do on the social networks and sites. But would that be enough? Maybe not, maybe we must rethink our culture, and form societies and groups that deal with the destructive underlining of such behaviour. And who should we take care of first? Is it the young generation making the harm or the action-less millennial? Who is to blame? The problem is in each of us! And through awareness and a little learning maybe we can grow over our incompetence and educate the "medium".
Led by the Medium - Blog 5
Updated: May 13, 2020