MEDIA AND MACHINES.

The essay argues that media and machines have fused into a single system, the "media-machine singularity," that now governs what gets built, what gains attention, and how people understand reality. It claims that social networks were the first such superorganisms and that AI is their next, faster evolution, with LLMs having ingested the user-generated internet. It further argues that every organization will need to operate as both half-media and half-machine, which it calls "the hybrid imperative," and that builders must now engineer making and wanting at the same time.