It’s Not What You Think It Is

My friend Jean Russell shared a really fascinating meme the other day on facebook. The main gist of the idea was that “you are what you think”… such that rather than “I am what you think I am”, in fact “you are what you think I am”.

This is a very powerful message — and yet there seems to be another message hidden behind the surface: Many things are not what you think they are. Some people also use the phrase “the map is not the territory” to draw attention to this phenomenon.

Yet many people make this exact mistake, often many times over — I guess sort of non-stop. Let me give you an example.

When I warn people about the dangers of relying too heavily on Google (or even about the dangers of using it at all — see also “Definition: How to Define “Retard Media”“), they often respond with “what do you have against the Internet?” or maybe “well, I don’t rely exclusively on the Internet”. These people apparently don’t realize that Google is not the Internet (neither is Facebook, nor Wikipedia or any other individual website).

In a similar vein, there is a podcast called “No Agenda” that purports to be all about media deconstruction. I enjoy listening to this podcast very much, but as far as I know neither of the creators of the show have ever given a functional operational definition of what they consider to be media (versus “not media”). As it is, they primarily deconstruct television programming (and also TV ads). But they sometimes also analyze websites (such as and/or — but not all websites… so which websites? Their limited view of media distorts the usefulness of their information — to put it simply: because they deconstruct some things, but not everything.

Granted: deconstructing everything would be a quite formidable task… and it may even be impossible. But since they do not explicitly delineate what it is they want to deconstruct, the result is that the selection of what they do actually deconstruct may very well be quite biased. That is sad, because otherwise I would say that their approach is refreshing and insightful.


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