The word ‘media’ was appropriated (and impoverished) by broadcasting and communications in the course of their pervasion during the 20th century. As a new social phenomenon, media (along with its derivatives new media, multi media, mass media) was eagerly studied by the emergent figure of the ‘media theorist.’ Marshall McLuhan, pioneer of the field, categorically dismissed content, focusing instead on the potency of the networked transmission system itself. Media, for McLuhan, was not about information, but about tools of content delivery, the intermediaries between providers and consumers.  His reading points to a broader, prior definition of media as simply the things-in-between, diplomatic structures, membranes that negotiate two conditions or entities.
That is, architecture.
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Written by: Matthew Claudel
Image Courtesy of: Flickr CC User MK