Marshall McLuhan: 'It is the framework which changes with each new technology and not just the picture within the frame.'

It is the framework which changes with each new technology and not just the picture within the frame.

In his influential work on media theory, Marshall McLuhan famously stated, "It is the framework which changes with each new technology and not just the picture within the frame." At first glance, this quote may appear simple and easy to grasp, but upon closer examination, it reveals profound insights into the impact of technology on our society. Essentially, McLuhan is suggesting that the medium through which information is transmitted is equally, if not more, influential than the content itself.To provide a straightforward understanding of the quote, let us use an example. Imagine a photograph hung on a wall, encapsulated within a beautiful frame. The picture represents the content we see, such as an image of a serene landscape. However, what McLuhan suggests is that it is not solely the picture itself that shapes our perception and understanding, but the frame in which it is presented. Thus, when a new technology emerges, it alters the very framework through which we perceive information, transforming our perspective in ways we may not initially realize.Now, let us delve into an unexpected philosophical concept to shed further light on the quote. Imagine the frame as our consciousness and the picture as the information or reality we perceive. According to some philosophical schools of thought, our consciousness acts as a filter or lens through which we interpret the world around us. In this sense, the framework that McLuhan refers to can be seen as the nature of our consciousness itself.In many ways, the "frame" is the lens through which we perceive and make sense of information in the world. Just as shifts in technology change the way we receive and process information, modifications in our consciousness can profoundly shape our understanding of reality. This brings forth thought-provoking questions: What if the frame, or our consciousness, could be deliberately altered or expanded? How might this reshape our perception of the content within it?By drawing this philosophical comparison, we can appreciate the broader significance of McLuhan's statement. When examining the impact of new technologies, it is essential not to focus solely on the content they deliver, but also on the transformative potential of the medium itself. Each technological advancement, from the printing press to social media, has brought about fundamental shifts in our collective consciousness, altering the very frameworks through which we perceive, understand, and interact with the world.Consider the advent of the internet, for instance, which has revolutionized how we access and exchange information. The internet has not only provided us with an abundance of content but has also shaped our framework of communication and connectivity. It has expanded our ability to communicate across borders, created new forms of expression, and empowered individuals with platforms to share their perspectives. This shift in the framework has brought with it profound changes to industries, politics, and society at large.On the other hand, imagine the transition from handwritten letters to telegrams to emails. Our modes of communication have evolved, leading to significant changes in the way we express our thoughts and feelings. The frameworks within which we communicate have reshaped our language, etiquette, and the brevity of our messages. The content, though important, is ultimately shaped and constrained by the medium through which it is transmitted.In conclusion, Marshall McLuhan's quote, "It is the framework which changes with each new technology and not just the picture within the frame," offers a profound insight into the impact of technology on our society. By recognizing the transformative power of the medium on our perception and understanding of information, we can better navigate the ever-changing landscape of technology. Moreover, juxtaposing this idea with a philosophical lens allows us to explore the profound connection between technology and consciousness, emphasizing the need to be aware of how both shape our worldview. So, the next time we encounter a new technology, let us not only focus on the content it presents but also on the framework it provides for our understanding and interpretation.