Читать книгу The Communication Playbook - Teri Kwal Gamble - Страница 40

Decades ago, media critic Marshall McLuhan cautioned, “The medium is the message.”¹¹ In McLuhan’s view, different channels of communication affected both how a sender encoded a message and how a receiver responded to it. This means that the same words delivered face-to-face, on paper, via text, or with a tweet do not constitute the same message. The channel of communication changes things. What channel would you use to say good-bye to someone who was moving away? Which channel would you use to tell someone “I’m sorry?” What about “I love you?”

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New communication forms—new channels—alter our communication experiences. Technology and social media are game changers. Using them speeds up communication. Instead of valuing sequential understanding and careful logic, we seek immediate gratification and emotional involvement with people near and distant, close to home and around the world. As our real and virtual communication repertoires expand, we exist simultaneously both in the physical world and online.