Editing The Medium is the Message (section)

== <span style="color: #FFFFFF;">Understanding</span> ==
McLuhanism is understood through '''Extension''' and '''Scale'''.

'''1. The "Extension" of the Body (The Tool)''':
"The Tool" "Changes" "The User."
* (See Article 635). When you use a **Hammer**, your "Hand" "Becomes" "Harder."
* When you use **Digital Media**, your **"Nervous System"** is "Extended" "Globally."
* "The Tool" is not "Passive"; it **"Reconfigures"** the "Human Sensorium."
* "We Shape our Tools, and thereafter, our **Tools Shape Us.**"

'''2. The "Message" of the Light Bulb (Environment)''':
"Content" is a "Decoy."
* McLuhan "Used" the **"Light Bulb"** as an "Example."
* A light bulb has **"No Content"** (no stories/no data).
* But its **"Message"** is the "Environment" it "Creates": "Allowing" for "Night Work" and "24/7 Cities."
* (See Article 644). The **"Internet's"** "Message" is not the "Tweets"; it is the **"Constant Connectivity"** and "Instant Feedback" that "Changes" "Politics and Truth."
* "Scale" is the **"Message."**

'''3. The "Collapsing" World (The Global Village)''':
"Total Integration."
* Before "Electronic Media," "News" "Traveled" at the **"Speed of a Horse."**
* Now, it "Travels" at the **"Speed of Light."**
* (See Article 630). This "Creates" a **"Tribal"** "Environment" where "Everyone" is "Involved" in "Everyone Else's" "Business."
* "The World" "Becomes" a **"Single Drum."**

'''The 'Tetrad' Analysis of the Smartphone'''': (1) **Enhances**: Instant communication/Search. (2) **Obsolesces**: Privacy/Watches/Payphones. (3) **Retrieves**: Tribal gossip/Orality. (4) **Reverses Into**: Total Surveillance/Digital Addiction. It proved that "New Tools" "Always" have "Predictable Patterns" of "Impact."
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