McLuhan meets Web 2.0?

In some of my recent postings (“The Old Medium has become the New Content” Part 1 and Part 2), I expressed my admiration and respect for the many prescient remarks that the late, great Marshall McLuhan made about the media, including “the medium is the message”. In keeping with this notion that “the old medium becomes the new content”, I thought many of you would enjoy a posting on YouTube which a good friend and colleage, Gerry Lang from Intrepid recently brought to my attention.  This led to some additional exploration and I turned up two others that seemed to have a story that I'd like to relate here.

First, Assistant Professor Michael Wesch at Kansas State University, USA has posted a video clip with the apt title of “Web 2.0 … The Machine is Us/ing Us” (click on the image below to watch) Wesch not only provides a comprehensive explanation of the collection of recent Web-based technologies and the era of the Web popularly known as “Web 2.0”, he does this in less than 5 minutes!  In addition, he uses the medium itself to great advantage to make his points.

If you check out Wesch’s notes about this posting (click  “This …. (more)” to the right of the video), you can see that he matches his work to his message, because he says that this is his 2nd draft and requests that you send him suggestions for improvement.

In fact, his overall treatment of this piece provides a wonderful instance of  “leadership by example”. In addition to those things I’ve already noted, Wesch illustrates some of his points about Web 2.0 by matching the music (to my ears, at least) to the message. His chosen song, "There's Nothing Impossible" by Deus is available for download and distribution for free and as Wesch notes:

“Deus offers music under a Creative Commons Attribution-NonCommercial-ShareAlike 2.0 license, yet one more example of the interlinking of people sharing and collaborating this video is attempting to illustrate."

This same license covers all the content you find here at Off Course-On Target. If you are interested in using Creative Commons license to distribute some of YOUR content so that everyone can readily use, reuse and repurpose it, check out the new v3.0 of Creative Commons license.

The second part is an example of user-generated content in the form of a follow-up response to Wesch’s clip by “Corey the Raven” that shos how such works can stimulate good responses from others. This is not only a good response but one that again uses the medium to provide part of the message.

And the third part is for those of you who are either new to Web 2.0 or find it all quite confusing.  It's a more "traditional" presentation style simple called “Web 2.0” created and posted on YouTube by Jeff Utecht from Singapore, China. Jeff offers a more factual overview of the history of Web 2.0 and does a good job of providing specific examples to illustrate the difference between Web 1.0 and 2.0.

I enjoy these video formats and think they provide an excellent form of content and medium. They also underline the need to provide additional formats. For example, a text transcript of these videos or perhaps a set of “stills” (such as slides) would be extremely helpful so that you can discuss them later, pick out specific parts, and reference them. Wesch seems to agree and has added the transcript for “The Machine is Us/ing Us”.  Or if you prefer to try out your own version of using alternative mediums to get your message across, you can provide your comments via video and audio.

In my own attempt to “lead by example” and “walk the talk”, I provide a full text transcript with each of my audio podcasts here at Off Course-On Target. Of course, I probably need to provide an audio version of each text-based blog entry as well. I may be able to meet this requirement using some of the new automated text to speech converters. I’m working on that now.

In the interim, as we share and exchange our ideas, we can benefit from having multiple mediums and formats for the same messages in order to achieve maximum transfer and value. While not every message will require this, the availability of such formats as illustrations, video, audio, and text for the same message seems to provide a richer and more provocative experience. This, in turn, tends to stimulate responses in kind and goes a long way toward increasing the creation of new content and knowledge for and by us all.

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