Understanding the digital social media from mcLuhan’s idea of medium-ambience

Abstract

This text proposes an understanding of contemporary digital social media from McLuhan´s idea of medium-ambience. Firstly, it reflects on McLuhan’s concept of medium, taking into account which means as cultural ambience and relating it to the notion of midiatization. Then, examines some of the major appropriations of interact- ing on Twitter website which allow to understanding it as a digital social media using a point of view derived from McLuhan’s thought