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  • What Happens if Experience is the Medium and Message
  • Message Intension: What is the Meaning?

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Medium is the Message

PreviousEthics of AI: Errors and BiasNextTales of Caution: Sherry Turkle

Last updated 5 years ago

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"The medium is the message" is a phrase coined by Marshall McLuhan introduced in McLuhan's book Understanding Media: The Extensions of Man, published in 1964.[1] McLuhan proposes that a medium itself, not the content it carries, should be the focus of study. He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself.

What Happens if Experience is the Medium and Message

Message Intension: What is the Meaning?

If we have the perfect medium that we can use to represent our message, it becomes very important to be intensional.

  • Optimal Maximum Impact of Message - Optimal Medium:

  • Goal: Intense Embodied Response in User

    • Response: Good? / Bad?

Broadcast Technology + Optimized Immersive Medium + Bad Message

  • Bad Outcome

Broadcast Technology + Optimized Immersive Medium + Good Message

  • Good Outcome

    Intension optimizes Maximum Impact Intension requires Understanding Understanding Technology - Power, Problems

    • Broadcasting power: Technology

      Scale: how many impacted

      Scope: how long does impact last

      Intensity: how to maximize / minimize impact?

    • Embodied Immersion

      What is the mental, physical impact on a User

      What is changed in the User, 

        Good
  Bad - Unintended Consequences
Marshall McLuhan - wikipedia