The medium really is the message

I recommend that you read a recent Op-Ed piece by Ezra Klein that notes 20th-century media theorists who saw what was coming and tried to warn us. He quotes from Nicholas Carr’s 2010 book “The Shallows: What the Internet Is Doing to Our Brains.”:

Carr’s argument began with an observation, one that felt familiar:

The very way my brain worked seemed to be changing. It was then that I began worrying about my inability to pay attention to one thing for more than a couple of minutes. At first I’d figured that the problem was a symptom of middle-age mind rot. But my brain, I realized, wasn’t just drifting. It was hungry. It was demanding to be fed the way the Net fed it — and the more it was fed, the hungrier it became. Even when I was away from my computer, I yearned to check email, click links, do some Googling. I wanted to be connected.

McLuhan’s view is that mediums matter more than content; it’s the common rules that govern all creation and consumption across a medium that change people and society. Oral culture teaches us to think one way, written culture another. Television turned everything into entertainment, and social media taught us to think with the crowd...All this happens beneath the level of content. CNN and Fox News and MSNBC are ideologically different. But cable news in all its forms carries a sameness: the look of the anchors, the gloss of the graphics, the aesthetics of urgency and threat, the speed, the immediacy, the conflict, the conflict, the conflict.

Klein's (edited) comments on Postman's prophetic 1985 book "Amusing Ourselves to Death":

...the dystopia we must fear is not the totalitarianism of George Orwell’s “1984” but the narcotized somnolence of Aldous Huxley’s “Brave New World.” Television teaches us to expect that anything and everything should be entertaining. But not everything should be entertainment, and the expectation that it will be is a vast social and even ideological change...The border between entertainment and everything else has, and entertainers become the only ones able to fulfill our expectations for politicians....People who were viable politicians in a textual era are locked out of politics because they can not command the screen...Television, he writes, “serves us most ill when it co-opts serious modes of discourse — news, politics, science, education, commerce, religion — and turns them into entertainment packages...the line of Postman’s that holds me is his challenge to the critics who spend their time urging television to be better rather than asking what television is: “The trouble with such people is that they do not take television seriously enough.”

Klein continues:

I have come to think the same of today’s technologists: Their problem is that they do not take technology seriously enough. They refuse to see how it is changing us or even how it is changing them...Over the past decade, the narrative has turned against Silicon Valley. Puff pieces have become hit jobs, and the visionaries inventing our future have been recast as the Machiavellians undermining our present. My frustration with these narratives, both then and now, is that they focus on people and companies, not technologies. I suspect that is because American culture remains deeply uncomfortable with technological critique.

Americans are capitalists, and we believe nothing if not that if a choice is freely made, that grants it a presumption against critique. That is one reason it’s so hard to talk about how we are changed by the mediums we use. That conversation, on some level, demands value judgments. This was on my mind recently, when I heard Jonathan Haidt, a social psychologist who’s been collecting data on how social media harms teenagers, say, bluntly, “People talk about how to tweak it — oh, let’s hide the like counters. Well, Instagram tried — but let me say this very clearly: There is no way, no tweak, no architectural change that will make it OK for teenage girls to post photos of themselves, while they’re going through puberty, for strangers or others to rate publicly.”

What struck me about Haidt’s comment is how rarely I hear anything structured that way. He’s arguing three things. First, that the way Instagram works is changing how teenagers think. It is supercharging their need for approval of how they look and what they say and what they’re doing, making it both always available and never enough. Second, that it is the fault of the platform — that it is intrinsic to how Instagram is designed, not just to how it is used. And third, that it’s bad. That even if many people use it and enjoy it and make it through the gantlet just fine, it’s still bad. It is a mold we should not want our children to pass through.

Or take Twitter. As a medium, Twitter nudges its users toward ideas that can survive without context, that can travel legibly in under 280 characters. It encourages a constant awareness of what everyone else is discussing. It makes the measure of conversational success not just how others react and respond but how much response there is. It, too, is a mold, and it has acted with particular force on some of our most powerful industries — media and politics and technology. These are industries I know well, and I do not think it has changed them or the people in them (including me) for the better.

But what would? I’ve found myself going back to a wise, indescribable book that Jenny Odell, a visual artist, published in 2019, “How to Do Nothing: Resisting the Attention Economy.” In it she suggests that any theory of media must start with a theory of attention. “One thing I have learned about attention is that certain forms of it are contagious,” she writes. She continues:

When you spend enough time with someone who pays close attention to something (if you were hanging out with me, it would be birds), you inevitably start to pay attention to some of the same things. I’ve also learned that patterns of attention — what we choose to notice and what we do not — are how we render reality for ourselves, and thus have a direct bearing on what we feel is possible at any given time. These aspects, taken together, suggest to me the revolutionary potential of taking back our attention.

I think Odell frames both the question and the stakes correctly. Attention is contagious. What forms of it, as individuals and as a society, do we want to cultivate? What kinds of mediums would that cultivation require?

This is anything but an argument against technology, were such a thing even coherent. It’s an argument for taking technology as seriously as it deserves to be taken, for recognizing, as McLuhan’s friend and colleague John M. Culkin put it, “we shape our tools, and thereafter, they shape us.”

There is an optimism in that, a reminder of our own agency. And there are questions posed, ones we should spend much more time and energy trying to answer: How do we want to be shaped? Who do we want to become?