December 24, 2011

McLUHAN HAD IT EXACTLY BACKWARDS:

How Luther went viral: Five centuries before Facebook and the Arab spring, social media helped bring about the Reformation (The Economist, Dec 17th 2011)

IT IS a familiar-sounding tale: after decades of simmering discontent a new form of media gives opponents of an authoritarian regime a way to express their views, register their solidarity and co-ordinate their actions. The protesters' message spreads virally through social networks, making it impossible to suppress and highlighting the extent of public support for revolution. The combination of improved publishing technology and social networks is a catalyst for social change where previous efforts had failed.

That's what happened in the Arab spring. It's also what happened during the Reformation, nearly 500 years ago, when Martin Luther and his allies took the new media of their day--pamphlets, ballads and woodcuts--and circulated them through social networks to promote their message of religious reform.

Scholars have long debated the relative importance of printed media, oral transmission and images in rallying popular support for the Reformation. Some have championed the central role of printing, a relatively new technology at the time. Opponents of this view emphasise the importance of preaching and other forms of oral transmission. More recently historians have highlighted the role of media as a means of social signalling and co-ordinating public opinion in the Reformation.

Now the internet offers a new perspective on this long-running debate, namely that the important factor was not the printing press itself (which had been around since the 1450s), but the wider system of media sharing along social networks--what is called "social media" today. Luther, like the Arab revolutionaries, grasped the dynamics of this new media environment very quickly, and saw how it could spread his message.

The medium changes; the message stays the same.
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Posted by at December 24, 2011 8:17 AM
  
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