“As society’s values, norms and ways of doing things change because of the technology, it is then we realize the social implications of the medium. These range from cultural or religious issues and historical precedents, through interplay with existing conditions, to the secondary or tertiary effects in a cascade of interactions that we are not aware of”.
This is a reminder to us that we are unaware of how the media is changing our society on many levels. The synergy of media is one dynamnic that McCluhan only hinted about . In the advertising and media world, we are exploring new ways to bring this synergy to the table. How can we bring the media, and the message together to explore this relationship to our human experience?
That’s what the ATELIER wants to do: to bring together the idea of art and media, creativity and results. We think the relationship an audience has to the media can design the message and determine the art of the interaction. But, that’s just us.