Chapter 4 The communication and image society. The driver of the narcissist syndrome
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Starting from McLuhan’s concept - the medium is the message - this chapter analysed the evolution of mass media and of technological innovations from Gutenberg to Zuckerberg, from the print-based epistemology until the digital transformation. Technologies have always changed people, their thoughts, their perceptions, their attitudes, their behaviours. Technologies are drivers of changes; they are the vectors of the anthropological mutation of the postmodern individual. What we call “digital transformation” is much more than a simple technological leap, it is a cultural leap which produce an anthropological change. Post-modernity is not “fault” of new technologies, but they are somehow its enzymes, the catalysts that accelerate the transforming process. That’s why speed, superficiality, instant gratification, thinking in images, disposable attitude, triumph of emotions, extreme volatility, and narcissism are the main features of both post-modernity and digital transformation. They are rowing in the same direction.

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