The difference between a technology and a medium is that a technology is a “physical apparatus” (The Age of Showbusiness p84) as opposed to the medium being how the technology, or apparatus, is used. Postman’s article compares a technology to a machine and then the medium for the technology is the “social and intellectual environment” (p84) that the machine creates. There is an intended use, or agenda, for a technology. A technology is meant for certain uses and can not be used for other things, at least not in the way that is it truly meant for. For example, the article discusses how a television can service as many things, such as a lamp, or a bookcase, but these are not what the television is intended for. A television, being the technology, has a purpose to entertain. Television could also be used to inform but the central goal is to entertain. The television, alone, is not entertaining at all, rather it’s just a big box. However, the capabilities of the television and content that comes from the it are what make the television entertaining. So in this example, the physical television is the technology and the entertainment that we receive from it is the medium.
The problem with television according to Postman is that, especially in America, television has become the platform of all entertainment. Furthermore, the issue is that “all subject matter is presented as entertaining.” No matter what is being streamed, it is presented in an entertaining light. It is not something that one would necessarily pick up just by watching a favorite newscast but given that, especially in the modern news world, there is so much news that is dark and, truthfully, sad to hear, it is noticeable that the way the news is presented does not match up with the news itself. There is a “glamour” aspect to being on the news, from the way that the anchors are dressed, to the graphics on the screen behind them, to the music playing in the background as the segment comes in and out. It is surely intentional that news stations do their news this way. News stations want viewers for ratings and they would be much more successful if a news shows is entertaining to watch, rather than just focusing on the dark, gritty, and blunt truth of the world we’re in. If the mood of the way they presented the news matched the mood of the news itself, there would be far less viewers because it would be depressing and unentertaining. When a person clicks the power button on their remote, they’re looking to be entertained, no matter what they’re actually watching.
The modern news world has been in an era of “Fake News” since President Trump was elected. Fake news has become almost a branded expectation in the our society. Even though Trump basically came up with this term for anyone who slanders him, it has become a part of common speech. This goes along with the issue posted by Postman in that “fake news” has an entertainment aspect to it. It’s become so popularized and the supposed “fake” news often times is not even fake, but rather unfavorable.
People give television way more power than it possibly deserves. People are so willing to believe that life can be as entertaining as a drama or reality show or can service as a way to showcase the madness in our world, that they would do anything to replicate that sense of entertainment in their actual life. Postman would say that has only increased in the modern age of Facebook, Instagram, Snapchat and Twitter. The world expects entertainment at all times, right at their fingertips. There is no sense for reality with the advanced and seemingly inescapable technology that surrounds our culture.
Postman, Neil, “The Age of Show Business”, p 83-98
Thinking Rhetorically at GCSU 