Over the centuries we have seen the media develop over an array of multiple channels from cassettes tapes to CD’s to the MP3 player, the internet and consequently to the phone, (which FYI is permanently glued to my hand).
When it comes down to understanding these various media channels, one of the best to learn from is Marshall McLuhan. McLuhan has a huge influence on the phrase “The medium is the message”. Summed up McLuhan explains that the medium and the message has a much deeper communication theory, which is that “the medium through which we choose to communicate holds as much, if not more, value than the message itself”. To be honest when I first saw that concept I thought it was ambiguous and a lot to grasp, but after understanding the meaning behind his words, it clicked. The medium changes the message.
We tend to notice even the slightest of changes, and with that indicates the presence of a new message, that is, the effects of a new medium. So, with this change a ripple effect is introduced. The audience is now producing content and industries can no longer maintain control like they used to. We all have the ability to change the message, I can distribute my thoughts, images and more from the comfort of my humble abode.
Alas one of the ways this is distributed is through social media, I don’t know about you but one of my addictions is the social networking app ‘Instagram’ and for those fortunate souls that have not yet developed a worrisome addiction or for some extraordinary reason never heard of Instagram, it’s a channel that lets you share your own images instantly. I download an image and ‘BOOM’ it can be seen both nationally and internationally…instantly.
- Federman, M. (2004) What Is the Meaning of the Medium Is the Message?https://moodle.uowplatform.edu.au/pluginfile.php/324564/mod_resource/content/2/Federman%2C%20M.%20-%20What%20is%20the%20meaning%20of%20The%20Medium%20is%20The%20Message.pdf
- Gross, J. (2011) The Medium Is The Message. http://www.smashingmagazine.com/2011/07/04/the-medium-is-the-message/
- GIF from Tumblr.