Understanding Humans: The Extensions of Digital Media

Abstract

With digital media, not only are media extensions of their human users, as McLuhan posited, but there is a flip or reversal in which the human users of digital media become an extension of those digital media as these media scoop up their data and use them to the advantage of those that control these media. The implications of this loss of privacy as we become “an item in a data bank” are explored and the field of captology is described. The feedback of the users of digital media become the feedforward for those media.