In 1967, the famous philosopher and media theorist Marshall McLuhan said "The Medium is the Massage"/"Medium is a message" and this made his name appellative. Even now, no conversation about the media goes by without mentioning his research.
More recently, Florian Kramer at the international symposium "Moment of Truth: for a Reasonable Ecology between the Media" expressed the opinion that McLuhan's theory gives us more questions than answers and does not explain at all what the media is. And perhaps it is worth adding to it another phrase "The Message is a medium", perhaps then the theory will become more holistic.
Our identity is a mixture of two elements: McLuhan's classics and Kramer's critics, each of them helped to get closer to the answer to the question "What is media?".
Our task was to catch the hackneyed look of a professionals and break the usual spectator experience, and on the other hand to show the unity of the UTMN media communities and the density of communication that awaits them at the forum.
Galina Yaroslavkina, Ekaterina Popelysh — models
Daniil Bakharev-Surgutskov, Aleksey Nosov — photographers
Evgeniy Pokidko — design
December 2022
