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14 COMMUNICA TION THEORY
international telecommunications satellite system’ (305). For Winston, the
networks are as old as telecommunications itself, and the inflated claims
about the potentials of simply linking computers together are relatively
hyperbolic.
Nevertheless, for cultural and historical reasons, the arrival of the
Internet has ‘institutionalized’ the idea of network as a normative ‘medium’,
and in doing so it has allowed some theorists to rethink broadcast also as
a medium. The term ‘second media age’ is useful to the degree that it
implies a cultural shift in perception toward media environments – insofar
as network structures of communication have become much more visibly
prominent since the emergence of Internet communication. As we shall
see in this book, the turn to reality TV genres away from narrative pro-
gramming is a part of this shift. Insofar as even broadcast mediums, in
a limited sense, also provide a kind of network between communicants –
a network based on ritual – the rise of the Internet as a concrete and
tangible network allows us to see this.
One of the major reasons why media analysts tie individual tech-
nologies so closely to communicational qualities is to do with the way in
which CITs are largely empiricized. The significant relationship is seen to
be that between the technological doorway to a medium and the con-
sumer. This doorway is one to which we are said to have either an active
or passive relationship – typified by the Internet and television, respec-
tively. George Gilder (1993) proposes, ‘TV ignores the reality that people
are not inherently couch potatoes; given a chance they talk back and
interact’. At the ‘interface’ level of interaction, this might be referenced
to the consumer’s control of the remote control, which is seen to be rela-
tively passive, as opposed to control over the mouse, which is seen to
be active.
In the case of the Internet consumer as opposed to the television con-
sumer, there is an appearance of control over the interaction. This illusion
of control is one in which a technology is reduced to that of ‘reproduction’
(Jones, 1995) – the reproduction of forms of life based on less technologi-
cally constituted modes of exchange like the face-to-face and writing.
Here, when experienced as a ‘use-technology’, the Internet is seen to be
very much instrumentally subordinated to the carrying on of a social
contract by more technically powerful means. The individual who is
idealized as participating in this contract is the embodied subject, whose
embodiment is somehow overcome and extended. In being a TV con-
sumer, on the other hand, the idea that there is an embodiment to extend
is more ambiguous. Instead it is through our selectivity of the channels of
messages that we experience that we can participate in pre-constituted
modes of life in a technologically extended way.
However, whilst this distinction between activity and passivity can
be held up in the situation where CITs are thought of as technologies of
reproduction (as tools, or instruments of extension), it weakens consider-
ably when they are accorded the role of technologies of production