Kalle Lasn’s (the founder of anti-advert magazine Adbusters) book Culture Jam seemed loaded to me in proving connections to McLuhan’s old ideas of media theory with current issues in media control. Throughout Lasn’s book there are many references and quotes to McLuhan’s work. However, the most important points Lasn makes about the importance of the internet are through his stories of his own experiences in struggling to get an “uncommercial” message on TV broadcast. Lasn explains in his chapter titled “Media Virus” (p. 29), that in response to a PR campaign in British Columbia which depicted the industries management of the forestation, he began trying to sell his own “uncommercial message” on air, which attempted to show the other side of the story of the harmful impact of the logging industry. However, though Lasn was completing willing to pay the normal monetary price for his commercial slot, no broadcasting corporation (including CBC) would air it.
Innis’s media theories may illustrate TV’s triumph over the issues of messages existing over great period of time, or reaching audiences over great distance, Innis’s theories do not illustrate TV triumphing over a heavily important issue; this being the importance of an interactive medium. McLuhan may illustrate the notion of a global village, but an important issue not explained is; what is the status, roles and abilities of people within this village? I think Lasn indirectly explains with this story of his struggle to get his own personal critique and message on old fashion mediums like magazine or TV, that the internet is the perfect spot for the voicing of personal non-commercial goaled opinions, opinion free from things like broadcasting corporation’s judgments on whether your message is sufficient and worthy enough of the viewers’ attention.