Media (other than), film, and communication (whatever that is)

In this paper, the author explores the idea that the academic study of communication is impeded by a number of institutional and professional practices. While the paper commences with a satirical sendup of one such practice, the general thrust of the paper is an earnest attempt to invite others to join in a campaign to shift how we name, speak of, and place the study of communication within academe. As is explained below, the status quo holds negative consequences for the theoretical richness, conceptual coherence, and ultimately, the practical import of communication research. In sum, the author explores key theoretical and practical consequences of our field's basic conceptual understanding of its subject and organises his remarks by proffering a sustained plea to articulate what a medium is, in general, and to explain, also in general terms, how a medium is made within ever expanding arcs of communication.