Mad Dog 21/21: The Mainframe Was The Message
May 2, 2016 Hesh Wiener
In 1964, as IBM announced the System/360, Marshall McLuhan, a professor at the University of Toronto, published a remarkable book, Understanding Media: The Extensions of Man. He said each medium, independent of its content, is a powerful social force with characteristics that reshape the way people are interconnected. McLuhan distilled his thesis to a single memorable phrase: the medium is the message. Like print, radio, movies, and television, computing technologies, from the punch card to the mainframe to the mobile internet, are media, too. IBM doesn’t fully understand this; consequently, it flails and struggles.
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