CMNS 110 Chapter Notes - Chapter 8: David Sarnoff, Electric Light, Wield
10 Jun 2017
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Medium is the message - to say that personal & social consequences of any medium result from new scale introduced into our affairs by each extension of ourselves/by any new technology. W/ automation, new patterns of human association tend to eliminate jobs. Characteristic of all media, means that content of any medium is always another medium. Whether light being used for brain surgery/night baseball - matter of indifference. Could be argued that activities are in some way content of electric light since they could not exist w/o electric light. It is medium that shapes & controls scale & form of human association & action. Content/uses of such media are as diverse as they are ineffectual in shaping form of human association. Electric light escapes attention as cmn medium just b/c it has no content . Makes it an invaluable instance of how ppl fail to study media at all.
