01
Part I
AI Is Not a Hammer. It Is a Room That Rearranges Our Thinking: McLuhan After ChatGPT
How can we use generative AI without quietly outsourcing the very competence needed to spot its mistakes?
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An editorial book from DBMoJo
Framing Tomorrow
Twenty essays for a world in which machines speak and humans remain responsible. Each one pairs a classical media theory — McLuhan, Stuart Hall, Craig, Bourdieu — with the specific, practical problem a newsroom, classroom or platform faces this year.
20essays in four parts
4parts, one argument
1question underneath it all
Who gets to frame tomorrow?
A human-centred ethic, stated plainly
Before a technology changes a newsroom or a classroom, somebody has already framed what it is and what sacrifices are supposedly inevitable. This book asks four questions of every such frame.
01
Who gains
Who gains new capability, and who loses a genuine choice in the exchange?
02
Who bears the risk
Who carries the risk, and who is positioned to demand an explanation?
03
Dignity, not slogan
Dignity means never reducing a source, worker, victim or reader to convenient raw material.
04
End, not means
Does the human being remain the end of the arrangement — or quietly become the means?
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Recent essays
A theory old enough to trust, a problem new enough to matter, and a protocol you can put to work this week.
02
Part I
When the Text Answers Everyone Differently: Stuart Hall in the Age of Chatbots
How can meaning survive when summarisation, translation and personalisation produce invisible variants of the same publication?
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03
Part I
Seven Theories, One Dispute: Craig’s Map for Teams Implementing AI
Why can people use the same words about ‘responsible AI’ while trying to solve seven different problems?
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04
Part I
‘AI Has Just Changed Everything’ – for the Seventeenth Time: Hype as a Journalistic Genre
A revolutionary product, a flawless demo, a chief executive’s quotation and a future beginning on Thursday. Hype is more than excessive enthusiasm. It is a repeatable story form that moves money,…
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05
Part I
The ‘I’ Written by a Machine: When AI Becomes the Ghostwriter of Our Identity
How can we delegate the editing of language without giving a system the right to define our public self?
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06
Part II
Digital Plastic: Who Cleans Up After the Mass Production of AI Content?
Can a piece of content be accurate and useful yet still cause harm — not by itself, but as part of a production model that sends its bill to the whole information environment?
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How the book is built
Four parts
The essays run in sequence, from the machinery of meaning to the single question that closes the book.
I
The Machines of Meaning
Five essays on the systems that organise meaning before we notice the organising: McLuhan, Stuart Hall, Craig, framing theory and the machine-written self.
IIThe Architecture of Attention
Five essays on the journey from information surplus to public salience: digital plastic, answer engines, agenda-setting, artificial crowds and sycophantic AI.
IIIEvidence in a Synthetic World
Five essays rebuilding trust as a chain of accountable relationships: the vanishing footnote, image provenance, authenticity, the reporter's pocket and the off-the-record prompt.
IVResponsibility Has a Human Face
Five closing essays on who pays the hidden cost: invisible labour, language inequality, exclusion by design, synthetic violence and human oversight that actually holds power.
Twenty essays. One throughline.
Each essay ends the same way it starts: a real problem, a theory that explains it, and a protocol you can put to work before Friday.
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