Medium IS the message

Marshall McLuhan’s statement “The Medium is in the Message” is difficult to understand but not impossible. The fact is that he is not talking about a spoken or written message at all but the message that consumers create by using the medium. For example the light bulb is a medium that changes the was we live, allowing humanity to see at night, changing the way we see the world around us and they way we interact with it. By this example it is the new meaning or message that is important and not so much the medium itself.

In regards to technological determinism, McLuhan’s “Medium in the Message” statement directly relates to it. Technological determinism means that technology determines how we live our lives. In the case of the light bulb, this medium helped to dictate how much later peoples lives went into the night. Before the light bulb not much else happened after the sun went down. The only light to brighten your way was a candle. With light bulbs, stores could stay open later, people could socialize later and do numerous other things they would not have thought to do at night before. Although this form of technology determined how we live our lives, we determine how other forms will be used.

With forms of technology such as the cell phone, the consumer determined how it would be used. At its conception the cell phone was just that, a cell phone. It was used to make and receive calls. Today however, by the demand of the people, the cell phone is more than just a cell phone. It is now used as a camera, a way to send text messages, a portal to use the Internet, and a way to send and receive e-mail messages. The original intent of the cell phone changed upon what people wanted it to be. This is what can be called and unintended or unanticipated consequence.

In Mark Federman’s article “What is the Meaning of The Medium is the Message?” he states, “But it is also often the case that, after a long period of time and experience with the new innovation, we look back and realized that there were some effects of which we were entirely unaware at the outset” One form of technology that has evolved over time is the computer. Originally the computer was used for calculations and other non-recreational activities. Today however, the personal computer is used for everything from communication to games and work.

In his article “Understanding Radio” Marshall McLuhan discusses the Kennedy-Nixon debates that were both televised and aired on the radio. The effects of the two mediums were show clearly in this instance. Those who watched the debate thought Kennedy won, those who listened on the radio believed Nixon to be the victor. By watching the debate people were won over by Kennedy’s good looks, tan and charm. Nixon however did not appear as attractive, wearing a suit that made him blend into the background and appearing pale and sick. The radio debate though was based only on the arguments and facts of the debate and therefore those who listened called Nixon the winner.

McLuhan believed like many do today, that print culture would soon end and we would develop an “electronic interdependence”. He postulated that mankind would move from individualism and fragmentation to a collective identity. This idea spawned the term global village.

Another point concerning the way technology is used that McLuhan makes is of the differences between radio and televison. Radio he says is a private, intimate and direct form of technology. This makes the listening experience personal and meditative. While with the emergence of TV in the 1950s teenagers began to display a more tribal, collective signs.

When it comes down to it, whether we influence how the technology is used or if the technology determines how we live our lives, depends solely on humankind.