Cybernetic Drives Towards Referential Objects
Innovating within an existing platform is always a challenge, because as media theorist Marshall McLuhan argued decades ago, ‘the medium is the message’. TikTok and Twitter/X have short-form content built into the design of the platform, which prevents depth. As I explore in The Bigger Picture, this also leads to what philosopher C. Thi Nguyen... See more
Alexander Beiner • Myth and Metrics: How Social Media Robs Us of Ritual, and How to Revive It
In the Viral Editor, the validation of significance by distribution (as in old media) evolved into the verification of truth through viral distribution. Significance—collective subjectivity—replaced objective truth. Digital truth is collectively maintained, just like oral truth.
Andrey Mir • The Digital Reversal. Thread-saga of Media Evolution
Why this breaks most brand strategy
Brands continue to talk about audiences, engagement, conversation, authenticity, and community as if these are the mechanisms that determine performance on social platforms, when in reality they are descriptive labels applied after outcomes have already been produced. In post-social environments, content does not... See more
Brands continue to talk about audiences, engagement, conversation, authenticity, and community as if these are the mechanisms that determine performance on social platforms, when in reality they are descriptive labels applied after outcomes have already been produced. In post-social environments, content does not... See more