Media is the Metaphor A fundamental perspective to media as metaphor

This article investigates the relationship between media and language. This relationship can be considered linguistic and epistemological. On the one hand, adopting a Nietzschean approach to language, I have shown how language is made up of metaphors and how in an epistemological realm, metaphors form the basis of language understanding. Linguistically speaking, metaphor is the conveyance of one subject (or message) to another apparently unrelated subject or message. But this transmission provides a new meaning and experience out of the source subject. On the other hand, adopting a Mcluhanian approach to media, the author has pointed to three fundamental elements of medium: transmission, message (both visual language and verbal language), and meaning. These three elements in a linguistic communication, illustrate the linguistic and epistemological relationship between medium and language." linguistic communication" includes a message transmitted form a sender to a receiver in order to constitute the final meaning. Ilustrating this relationship, the author concludes that the basis of medium like that of language is metaphor. In other words, medium is the same as metaphor.