Scale

Scale is the interface point between the individual and the crowd through media.

Media first and foremost scales the voice. Media then pioneered tele-presence. I'm reading what our current iteration of the web is doing to the individual. So far the individual is being tossed aside for the self as the sum of an interest profile. Yet, we're still dealing with scale.

Media, thought broadly, is the apparatus through which the individual and notions of scale operate. Presence once required the voice, the image, or merely the ideas of the individual. Through media it achieved this.

Cleavage is the orientation of our desire. We seek to breach the gap. One way of accomplishing this is through the media technologies that we use and the ways that we use them.

Mobile devices are the first glimpse at how neatly this desire to breach distance and to achieve an audience is accomplished. It's a concession. We concede to relating to the mass through ourselves as data, ultimately. The reality principle of the medium is the way that medium is built and how that informs the nature of its use and its product.

Scale in the information economy is in the depth of the data profile and the meta-data tag that labels it. Scale is traversing this depth, which conquers distance and time. By coming to presence bodily and with an intact history the media we use accomplish scaling through the elements of familiarity.

I already know you. That's the point of culture.

Streams of our time, our attention, our life passes through a medium. It always has.

The technologies and attitudes that prop up these media should be our concern. It is us after all. I already know you.