Craft. What is it? Well, good question. Personally, I think this notion directly relates to an individual or organisation’s desire to explore unexplored territory when it comes to producing or utilising new mediums and content. This could include the combination of various elements to produce a something new, and suggests that the calibre of the […]

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The Medium is the Message

The paradoxical statement proposed by Marshall McLuhan that in fact it is the form (or ‘medium’) of a communication platform rather than its content (or ‘message’), allows passive media audiences such as ourselves to detect converging trajectories which, as a result of changing mediums, demonstrate the emergence of new messages. McLuhan proposed that “the personal […]

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