The phrase 'the media' is mis;leading in as many ways as there are media institutions, media technolgies, media practices and media publics. One might attempt to find a generality that covers all these activities. Or one might refuse the general and accept the multiplicity of what is effectively a collective noun like 'crowd' – or 'enemy'.
Media formations: a failure of theory, which in the end shares philosophy's predilection for the general rule in a world of particulars.
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