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Freidrich Kittler's exploration of media discourse analysis is greatly motivated with the theory that there needs to be a necessary pursuit toward the development of the science of media (Medienwissenschaft), pressing at the intrinsic obligations of a hard science, to arrive at the potential of investigative efforts into its own inherent natures and behaviors. Kittler holds that if this call-to-duty is not attained by contemporary scholars of media in a way more directly involved than cultural practitioners who "know higher mathematics only from hearsay," what will be carried out, essentially, is nothing more than an exaggeration continuum of the mere history of media.

In my agreement with Kittler, my response to this is to evolve a project and work as the principal researcher and test coordinator with a small group of academic, technical, and research professionals in the U.S. and Canada on studying the neurophysiological effects of media use and human cognition. To date, the research is being done using Electroencephalography (EEG) to examin brain wave activity in subjects during their use of various digital screen and analog codex media. Preliminary testing has been done across a multitude of media technologies. Currently the project is in search of long-term funding opportunities.

M. McLuhan stated that the television offered a different experience than print in that the audience viewer become more involved in the broadcast. Herbert Krugman, through his EEG study, basing his results on the alpha waves present, decided there was a more relaxed state of the viewer when watching tv, than when viewing or reading print of similar content. I've come to a least the temporary conclusion that McLuhan was referring to "mind," and Krugman, at least in these studied experiments, was talking about or exploring "brain". Listen to the audio discussion (.mp3). Find the audio file archived in Seismograph. More on this to follow.