Communication and midiatization between gods and men 317 cal inheritance and the environments created by technological innovation (McLuhan, 1988, p. 98). According to the quotation, every technology is a prac- tice resulting from expertise and builds the architecture of power, capable of congregating those who master the tactics and strategies of the media device, which establishes the territory of knowledge. The mastery of this knowledge is power. Technology writes a theory of power established as a systemic set of practices located in the scientific strategies of modernity. In this sense, information consists of mastering the tactics and systemic workings of a technological device: power develops between technologies, strategies, and tactics, according to the laws of a device that requires a certain knowledge. 4. Knowledge /Power The media require us to know how to translate what we know from one medium to other media. This was the strat- egy behind the transition from mechanical to electrical media, just as the printing press required the invention of movable type. More than transmitting information, the media require new learning, new literacy, and new knowledge for new power. This is the proposal of the new digital media: new tactics and strategies must be learned. Another power device concentrated on the knowledge that encounters in the modular organization, automation, variability, and transcoding, the appropriate tactics to generate a new strategy of knowledge as power: It is more likely that, just as the printing press in the 14th century and photography in the 19th century had a revolutionary impact on the devel- opment of modern society and culture, today we are during a new media revolution that involves the shift of all culture towards computer-mediated forms of production, distribution, and communication. It is almost indisputable that this new revo- lution is more profound than the previous ones, and that we are only beginning to realize its initial effects (Manovich, 2006, p. 64).
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