ABSTRACT

The political, social and cultural transformations which one experiences in a digital globalized media culture raises new questions about the impact of technology on society, but also about the ensuing consequences for the individual. This chapter begins with a discussion of 'new media' after Marshall McLuhan and point out some of the changes, developments and transformations which are crucial for our current media culture, especially concerning mobile communication. Every rereading of McLuhan's work today has to consider that the media 'landscape' has changed and developed drastically. Considering these developments, it is important to find out whether McLuhan's work also provides ways to understand the critical implications of new media technology. McLuhan's idea of 'the user as content' should also be interpreted in relation to the digital identities and traces of most people that exist online these days. The chapter discusses the example of smartphones and their role in current media culture.