The emerÂgence of “new media” and “social media” — it has all looked fairÂly revÂoÂluÂtionÂary, the beginÂning of someÂthing entireÂly new. But, when you step back and conÂsidÂer it, these innoÂvaÂtions mark perÂhaps just an accelÂerÂaÂtion of a trend that began long ago — one that MarÂshall McLuhan, the famed comÂmuÂniÂcaÂtion theÂoÂrist, first outÂlined in the 1960s. The vinÂtage clip above gives you a feel for this, and McLuhan himÂself appears at around the 2:45 minute mark. As you watch this video, you start to realÂize how preÂscient McLuhan was, and how social media is almost the logÂiÂcal fulÂfillÂment of the trend he saw emergÂing.
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