In Marshall McLuhan’s book, Laws of Media, he illustrates four questions with which to analyze the effect of media, in any form, on society. Together, these questions are called a tetrad of media effects. I will attempt to identify the effects
of the Internet with my own analysis and with the help of an article by Stuart Moulthrop of the University of Texas at Austin. I will also attempt to explain how Internet dating can play a part in the tetrad as well.
Firstly, what does the Internet enhance? According to class lectures, as mentioned in previous posts, the Internet enhances the right to freedom of speech and democracy, for everyone is permitted and have the opportunity to participate in the production of content on the Internet. Moulthrop (1991) elaborates that “users do not passively rehearse or receive discourse, they explore and construct links,” enhancing the participatory aspect of the Internet.
In terms of online dating, the Internet enhances interpersonal communication and greater connection, especially between individuals separated geographically by great distances. Internet dating also enhances time, for many of the individuals using online dating noted that the reason they turned to it was because they are too busy to meet potential partners at regular social functions. Therefore, because of Internet dating, individuals do not have to take up much of their already restricted time to meet others; instead they can scroll through hundreds of pictures of other users that may pique their interests.
Second, what does the Internet make obsolete? It certainly obsolesces the typical media and social structure of downward communication from the elite class in order to influence the ideology and beliefs of the masses (referring to this morning’s lecture). Instead, the masses are capable of producing their own content, and making comments that have the potential to shape the ideology of the elite class. For example, the rally for support for Haiti that was organized through a Facebook group. The Internet also somewhat reduces the monopoly of information and communication that previously belonged uniquely to institutions and to the mass media, respectively. Moulthrop (1991) notes that the Internet may also make obsolete physical books, for we may be progressing towards purely electronic storage.
Internet dating has the potential to obsolesce other forms of real-time communication, such as the telephone. As demonstrated in my interview with Sarah, she never spoke with her fiance over the telephone before they met in person. Online dating also makes obsolete distance itself, for geography is no longer a deciding factor inwho an individual has the opportunity of meeting. I could easily meet someone in Edmonton over online dating with whom I would have never had the opportunity to communicate before. Internet dating also makes obsolete traditional social forms of courtship, such as meeting face-to-face first.
Third, what does the Internet retrieve that had been obsolesced earlier? Certainly, the Internet brings back a greater sense of connectedness and community, like McLuhan’s idealized vision of a tribalized state of man. The Internet also brings back true democracy, where all individuals are permitted to participate in political discussions and debates, instead of having decisions made for us by institutions.
I do not believe that there are many things in terms of courtship behaviour that the Internet has retrieved. Although, perhaps it brings back a reminder of the time of love letters. Like in the past, where individuals were waiting at home, hoping to receive a letter from their lover, perhaps Internet dating allows the same type of anticipation in waiting for an email.
Finally, what does the media flip into when pushed to extremes? I find that the Internet has the potential to either reduce almost entirely the controlling influence of institutions, or it may become more controlled. As stated earlier, because of the participation of the masses, institutions may lose their dominant voice. However, they may also reduce their focus on other mediums and attempt to regain control of the Internet. Moulthrop notes that there is a possibility that the Internet may be “becoming every bit as institutionalized and conservative as broadcast networks”. Certainly in terms of advertising, I believe that the Internet will soon become the main target of advertisers. Although it originated as a medium promised to be sans advertising, the television medium is already beginning to lose revenue that was mainly gained through advertising.
In consideration of Internet dating, perhaps individuals could lose sight of their initial goal of meeting a partner. A dependence on the medium could potentially impede people to venture into face-to-face communications meetings, which are actually their goal.
No matter if you agree with my analysis of the effects of the Internet or not, I am sure we can all agree that the Internet has a pr0found impact on society, whatever others may perceive the effects of that impact to be.
