The Bias of Communication

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Abstract
The appearance of a wide range of cultural phenomena at different periods in the history of western civilization has been described by Professor A. L. Kroeber in Configurations of Cultural Growth (Berkeley, 1946). He makes suggestive comments at various points to explain the relative strength or weakness of cultural elements but refrains from extended discussion. I do not propose to do more than add a footnote to these comments and in this to discuss the possible significance of communication to the rise and decline of cultural traits. A medium of communication has an important influence on the dissemination of knowledge over space and over time and it becomes necessary to study its characteristics in order to appraise its influence in its cultural setting. According to its characteristics it may be better suited to the dissemination of knowledge over time than over space, particularly if the medium is heavy and durable and not suited to transportation; or to the dissemination of knowledge over space than over time, particularly if the medium is light and easily transported. The relative emphasis on time or space will imply a bias of significance to the culture in which it is imbedded.Immediately we venture on this inquiry we are compelled to recognize the bias of the period in which we work. An interest in the bias of other civilizations may in itself suggest a bias of our own. Our knowledge of other civilizations depends in large part on the character of the media used by each civilization in so far as it is capable of being preserved or of being made accessible by discovery as in the case of the results of archaeological expeditions. Writing on clay and on stone has been preserved more effectively than that on papyrus. Since durable commodities emphasize time and continuity, studies of civilization such as Toynbee's tend to have a bias toward religion and to show a neglect of problems of space, notably administration and law. The bias of modern civilization incidental to the newspaper and the radio will presume a perspective in consideration of civilizations dominated by other media. We can do little more than urge that we must be continually alert to the implications of this bias and perhaps hope that consideration of the implications of other media to various civilizations may enable us to see more clearly the bias of our own. In any case we will become a little more humble as to the characteristics of our civilization.

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