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Minds think in signs. There's no Adamic psyche who has a complete life of mind that's subsequently contaminated with memes or whatever. Thinking is a sign-process. Always has been.
And likewise, we can't read media technologies as if they're just more tools. The printing press is unlike the spinning wheel. The spinning wheel weaves wool. The printing press weaves dialectics.
The upshot of this is that web / phone addiction is worse, or at least a bigger psi-risk, than we naively recognize.
Phones are uniquely embedded in the life-world and uniquely dynamic in a way that mass media never were.