| Book Review | The Journal of American History, 94.2

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| Book Review | The Journal of American History, 94.2 | The History Cooperative

Book Review

Always Already New: Media, History, and the Data of Culture. By Lisa Gitelman. (Cambridge: mit Press, 2006. xvi, 205 pp. $36.00, ISBN 978-0-262-07271-7.)
Lisa Gitelman is a prolific and insightful practitioner of the media history being produced in the emerging field of media studies. Working in the vein of Susan Douglas, Carolyn Marvin, Jonathan Crary, Michael Warner, and Jonathan Sterne, she engages in thoughtful unpackings of media forms, tracing the incorporation of cultural logics into them through long processes of technological construction. Rather than seeing media acting through the intrinsic logics of technologies, as James W. Innis, Marshall McLuhan, and, more recently, Friedrich Kittler imply, she argues for complex interactions with a broad range of actors. "Media and their publics co- evolve" (p. 13).	1
Still, it is technological form that most interests Gitelman. Scholars use "media" to refer to two different things: technologies, such as the printing press, and institutions, such as Paramount Pictures. Gitelman's intention is to look at both the relatively abstract formal properties that define media technologies and the relatively concrete innovators and users that negotiate those protocols, which suggests that she studies both technologies and institutions, but with a clear preference for the former.	. . .

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