“Medium is the message”

1) “Medium is the message”
Simply putting, McLuhan likes to tell us that the personal and social consequences of any medium would result from the new scale introduced into one’s affairs by each extension of one self or by any technology.

McLuhan explains that automation may make some people loose their job but would also create roles for people such as providing depth of involvement in their work and human association that our preceding mechanical technology had destroyed.

According to him the essence of automation technology is the integral and de-centralist in depth, just as the machine was fragmentary, centralist and superficial in its partnering of human relationships, and I agree with his interpretation.

2) ‘Media embedded within other media’,

Let us take an example to understand how media can be embedded within other form or media. For instance, there are some websites that have movies or animations that display within a portion of a Web page rather than in a separate application. These animation, audio, video, or other media that is displayed within a Web page is known as embedded media. These embedding of media on Web pages would allow the delivery of an integrated multimedia experience that appears seamless to the user.


The embedding of media can be often complex and complicated to understand. Just as giord538 mentioned, “Television produces media within itself daily in the form of news, advertisements and sports. There is always a message within a message.” As interesting at it sounds, this jumping out of all sorts of information at the same time, could often confuse user, especially the new user. It is fun though browsing through various forms of media jelled together under the same roof and adds a magic element to the media world!

3) “Hansen’s concept”
Hansen oscillates between materiality and phenomenology by pointing at Kitler’s radicalization of the pre- or anti-hermeneutic dimensions of Foucault’s work in a way that bears decisive significance for contemporary media theory to supplement Foucault’s concept of the historical a priori with a concrete exploration of mediatic materiality. According to Hansen this critical position of Kitler institutes a fundamental division between two types of approach to media i.e. exploring the experiential dimensions of media, including new media, and excavating the technical logics of media that Kittler thinks are only contingently and impermanently synchronized with the ratios of human perception.


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