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Mediainthesociety
Fig.1.Learninghowtousebutonswhichseemintuitiveandobviousnowadays
Source:TadeuszKurek,ABCwideo(Warszawa:Watra,n.d.),58
19
Media,apartfrombeingusedincommunication,arealsomachines.Tey
belongtothesamecategoryaspickaxes,machinetools,orneedlesandthreads.
Itisthereasonwhymediaissoofencomparedtosimpletools,thereasonwhy,
inhisfamousbook,MarshallMcLuhanmentionsclothes,accomodationand
clocksnexttonewspapersandmoviesasexamplesofmedia.3Devicesastools
existinatwofoldmanner:theyareapartofthematerialworld,buttheyalso
belongtothesocialsphere.LisaGitelmanreferstothiswhenshedefinesmedia
as“sociallyrealisedstructuresofcommunication,wherestructuresincludeboth
technologicalformsandtheirassociatedprotocols,andwherecommunication
isaculturalpractice,aritualisedcollocationofdilerentpeopleonthesamemen-
talmap,sharingorengagedwithpopularontologiesofrepresentation.”4
Terelationshipbetween“technologicalforms”and“protocols,”or,inother
words,betweentechnologyandsociety,isoneofthekeyquestionsbothinmedia
3SeeMarshallMcLuhan,UnderstandingMedia(NewYork:SignetBooks,1964).
4LisaGitelman,AlwaysAlreadyNew(Cambridge,MA:TeMITPress,2006),7.
