The Data Is Only Part of the Message

Marshall McLuhan is famous for his statement, “The medium is the message.”  In McLuhan’s definition of “medium” we get the broadest possible scope.  The media that McLuhan describes encompasses any “thing”, any “form” that can be used to communicate.  And I feel that McLuhan’s definition is more suitable for the definition of the interrogative “what” in defining a system than John Zachman’s “data”.  Data is too often restricted to digital media and most computer systems deal with media outside of this scope.  Therefore, I propose altering the Zachman Framework Abstract to use the term “medium” instead of “data” and calling the result the “McLuhan Framework”.


From here on in we don’t talk of a “data model” we talk of a “media model”.


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