You know how Doc corrects people who talk about “consumers”? “As Jerry Michalski says,” Doc objects, “consumers are gullets who live only to gulp products and crap cash.”

I feel the same way about the word “medium” when applied to the Net.

A medium’s job is to deliver a message. It does its job well if that message is delivered intact. But that’s not how media actually work because we are not passive containers. Rather, in the process of understanding something, we let it affect us. It shapes us, and we shape it. We absorb it into the context of our lives. The more completely we absorb it, the “wronger” we get it from the point of view of, say, the marketer who wants us to take it exactly as he put it.

This is never so true as with works of art and creativity, which is why it’s in the artist’s interest to lose creative (but not necessarily economic) control of her work quickly and thoroughly. Unfortunately, the idea that works are content moving through a medium has led us to think that appropriation and reuse is an insult to the artist, and possibly a violation of copyright, when it is in fact a sign that the work is working on us. We honor it by making it our own.

The Internet is a medium only at the bit level. At the human level, it is a conversation that, because of the persistence and linkedness of pages, has elements of a world. It could only be a medium if we absolutely didn’t care about it.

Categories: Uncategorized dw