Media behaviour: towards the transformation society | Intellect Skip to content
Volume 8, Issue 1
  • ISSN: 1477-965X
  • E-ISSN: 1758-9533


Global consciousness, collective intelligence and other similar utopian expressions fill the pages of books, websites, blogs and academic articles as once again the promise of transcendent transformation via new technology fills our techno-romantic hearts with hope.

Past promises have often led to disappointment. It is clear that ideals will not be attained by the simple advance of technology. If, as Marshall McLuhan asserted, our tools shape us we need to examine our media, new and old, from a behavioural perspective in two directions: how the media behave (as systems, as tools, as environments); and how we behave as users, participants and members of these systems and environments.

This article illustrates this thesis using behavioural aspects of two current phenomena: social media (Facebook, Twitter, etc.) and music. Using concrete examples, it indicates paths to lead us from a mechanical, consumerist, technology-oriented notion, the , based on quantitative accumulation, towards the in which meaningful human interactions are encouraged proactively. We need to educate our children about media behaviour, much as we have always educated children about other social behaviours.


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