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 Is the medium the message or not? |
March/April 1999 |
by Tim Scapillato
Tim Scapillato is the editor of Stimulus. He is currently working as a technical writer on a software development project at Public Works and Government Services Canada.
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To single-source or not to single-source? This is a straightforward question with an answer that is anything but. This debate seems to be popping up everywhere these days—in STC publications, on Web sites, and, most recently, at our chapter's monthly meeting. The consensus is that there is no consensus on this issue. Companies that have implemented single-source publishing and have made it work for their particular needs are its biggest supporters. Others have found that it simply doesn't work. The real debate should not center on the effectiveness of single-source publishing, but on where and how it should be implemented. As our recent meeting demonstrated, there is much food for stimulating thought on this issue. The article by Christel Kurz neatly summarizes the divergent views that were expressed.
One of the more interesting elements of the discussion touched on the question of writing styles for various media. I recently attended a seminar on "writing for the Web" at which it was explained that the reading process differed depending on whether a person was reading hard or electronic copy. This has an impact on how writers should compose sentences, paragraphs, and even pages (which do not exist on the Web). This supports Marshall McLuhan's famous quote that "the medium is the message".
Compare this approach with Mark Baker's comments that writers should write well, period. Regardless of the medium through which the information is to be presented, |
good writing and solid structure matter most. Mark turns McLuhan on his head by implying that the medium is not the message—the message is the message. Both points of view seem valid. At a time when technical communicators are increasingly producing both hard and electronic copy, this dichotomy should be examined more closely. Maybe the Eastern Ontario Chapter should consider the topic for a future seminar. Newletter team opportunities The next issue of Stimulus will be the last for our 1998/99 season. Next year, we want to involve more members in the publication process—from writing to editing to preparing labels. If you have thought about becoming the editor of this publication, but can't commit the time, here is an offer you can't refuse: we are proposing a revolving editorship. Working under a managing editor (me), you would be responsible for the production of one issue of Stimulus. This involves finding content, working with the editor and the layout team (Lynda Simons), and co-ordinating envelope labelling and delivery to the printer.
Remember that it is for one issue only, and the amount of time required is inversely proportional to the amount of help you can recruit. The benefits to you? You get experience as a newsletter editor (which looks good on a CV), you get your name in the masthead, and you make an important contribution to the chapter with a small investment of time. If this sounds like a good ROI, please contact me scap@igs.net or (819)459-3759. |
