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Media professor and sociologist Marshall McLuhan remains the prophet of how we interface with new technology. He is quoted as saying, “We become what we behold. We shape our tools and then our tools shape us.” And his famous quote, “The medium is the message. This is merely to say that the personal and social consequences of any medium that is, of any extension of ourselves result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.”
And finally this bit of wisdom, “The past went that-a-way. When faced with a totally new situation, we tend always to attach ourselves to the objects, to the flavor of the most recent past. We look at the present through a rear view mirror. We march backwards into the future.”
So, ignoring new technology and media platforms will eventually over take all of us; either through adoption or to bury our dead carcasses. Listeners are not attracted to the sight of circling carrion foul.
As an operator of a Part 15 radio station, the opinion of how other people see you and your operation is determined by which path you have chosen. A “progressive effort’ builds confidence in your listener base and the word-of-mouth message that you have become their new favorite. They don’t care whether your micro-watts or megawatts, the perceived size of your heart is what makes the difference.
And finally, social media can be the great equalizer. With the proper message and graphics and technology tools, Facebook, Twitter, LinkedIn and YouTube can make your micro operation look as big and forward thinking as any mega radio corporation on the planet. Dare to dream, to stretch, to learn and to create the new normal.