Week 4 – Our Media Addiction Is Embodied: Worse Still It’s Cognitively!

As a twenty-year-old student, even more so a media student, in the year 2012 media and society’s increasing dependence on the various mediums certainly leads to one conclusion. Our demand or craving like need for media has lead to our addiction to media being embodied within us.


In the video above, we see ESPN’s coverage of the NFL’s 2009 ban on the access of twitter during team meetings, practice days/sessions and within the 90 minutes preceding a game and 60 minutes following a game. Which in context with our word of the week embodied demonstrates a negative impact of the embodying of our media addiction that stems from our feelings/perceptions and wanting to know as much about every detail as possible, however, the video also infers the negative impact on athletes where they have  become dependent on tweeting to maintain their celebrity status amongst NFL and sports fans. Although even this negative view on our embodied demand for media is contextualized by Murphie’s statement that “…cognitivism’s increasing ability to micro-manage cultural activities (education is one major example) creates a self-fulfilling prophecy in which “cognition” as a concept is almost indispensable.” [1] Begging the question: do our cognitive processes, conscious or subconscious, effect our embodied demand for media consumption or are we merely readily accepting the almost required adoption of media and technology that characterises this 21st Century we live in?


[1] Murphie A. The Mutation of “Cognition” and the Fracturing of Modernity: cognitive technics, extended mind and cultural crisis,  Date of Production: Not Specified, Macquarie University Online, Date Accessed: 18th March, <http://scan.net.au/scan/journal/display.php?journal_id=58&gt;

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