The Medium is the Message

The Medium being the message is a concept that was first introduced by Marshall McLuhan in the 60’s. The idea that the medium is the message basically says that, the way that the message is presented is more just as, if not more relevant than the message itself. This idea was innovative and unlike most theories that lose their relevance as time continues on, this was has only grown stronger. His theory went into further detail to define different mediums as either hot or cold, a hot medium is one that engages one sense in a very demanding way (watching a movie) and a cold medium was one like a book that required far more imagination and thought in order to draw out the true message.

This class was also where we discussed the human senses of sight, smell, hearing, touch and taste and how any form of media can be an extension of them. For example an iPod is an extension of touch and hearing. We are in control of this media by touch and the message we hear is also controlled by us. Our laptops are extensions of our hands because we are able to type the message that we wish to convey on it.

One of the most interesting things that I read was that McLuhan said that the message itself was not simply of less importance, but it is possible that it is of no importance at all. That if someone is watching television and whether the content was a highly violent show, or a romantic comedy is irrelevant.

I feel that this is not at all correct. I understand, and mostly agree with the idea that the medium is the message. That, the way a message is conveyed is very important, but I feel more than anything, that the medium by which the message is sent through helps to compliment the message itself. We have and use different mediums for a reason, a marketing campaign for a reducing waste should use the internet and television, so as not to create the waste of paper that they are trying to cut back on. On the other hand, advertisements for a grassroots concert would be better on paper, such as posters because it agrees with the idea of a low tech show. It helps to tie together a campaign when the way a product is advertised agrees with the product or message itself.

Sam Essai