Excerpt from this article:
But all this focus on fake Facebook news obscures a much bigger story about the way social media — the endless public opining and sharing of information — is reshaping politics. Even if you’ve never given much thought to its meaning, you’ve probably heard someone say “the medium is the message,” the famous dictum of media theorist Marshall McLuhan.
But what does that mean, and what does it mean specifically for the 2016 election? A possible answer can be found in the work of Walter J. Ong, a Jesuit priest and a former student of McLuhan’s at St. Louis University. In his most famous work, “Orality and Literacy,” Ong examined how the invention of reading and writing fundamentally changed human consciousness. He argued that the written word wasn’t just an extension of the spoken word, but something that opened up new ways of thinking — something that created a whole new world.
The easiest way to grasp the difference between the written world and the oral world is that in the latter, there’s no way to look up anything. Before the invention of writing, knowledge existed in the present tense between two or more people; when information was forgotten, it disappeared forever. That state of affairs created a special need for ideas that were easily memorized and repeatable (so, in a way, they could go viral). The immediacy of the oral world did not favor complicated, abstract ideas that need to be thought through. Instead, it elevated individuals who passed along memorable stories, wisdom and good news.
And here we begin to see how the age of social media resembles the pre-literate, oral world. Facebook, Twitter, Snapchat and other platforms are fostering an emerging linguistic economy that places a high premium on ideas that are pithy, clear, memorable and repeatable (that is to say, viral). Complicated, nuanced thoughts that require context don’t play very well on most social platforms, but a resonant hashtag can have extraordinary influence. Evan Spiegel, the chief executive officer of Snap Inc., grasped the new oral dynamics of social media when he told the Wall Street Journal: “People wonder why their daughter is taking 10,000 photos a day. What they don’t realize is that she isn’t preserving images. She’s talking.”