In The Medium is the Massage, Marshall McLuhan talks about how
“all media are extension of some human faculty – psychic or physical.” (p26)
While he uses examples such as radio – an extension of your ears – and TV – and extension of your sight – social media makes his point even more poignant. While facebook might be easy to mock and while incorporating “retweet” on Twitter into an everyday conversation might still feel weird, these mediums are just representing things that humans have been doing for centuries due to Marshall’s theory— but magnified to their maximum potential and broadcast across the web.
I found this really ironical because although people call facebook or twitter “new” media, according to him, those media are not very new at all at the core.