The Medium Is The Message

Posted January 27, 2010 by Michael @ Knowledge Lost in Culture / 0 Comments

Canadian philosopher/scholar Marshall McLuhan’s work is sometimes referred to as the cornerstone of media and communication theories. But what exactly does the phrase “The Medium is The Message” mean?

Well you could read his book “Understanding Media: The Extensions of Man” to understand it fully or I will attempt a brief sum up. McLuhan believed that the media and not the content that had the affects the society. Let me try to break this down by trying to explain this by using three different times of History.

Ear Oriented: In the early days stories and knowledge was passed down verbally, from elders to the younger. This was the social norm; to get all the knowledge told to them verbally. This means that the media around back; their medium for getting the message out there would be verbally.

Eye Oriented: With the invention of the printing press came a change in the way people would get there news. Socially, people changed the way they receive their news. Have you heard the saying ‘I won’t believe it until I see it in black and White’? That is a shining example of the shift in society.

Now Days: Now with the invention of Television and The Internet people will get their news both audibly and visually. The AV society is moving towards a different and completely new way to obtain the knowledge. I have no fancy name for it like McLuhan did with Ear and Eye Oriented but I believe that people are choosing to gain the information themselves.

Soon it will be “You are the Message”

With the resources on the internet, people are choosing not to believe things from one source but looking though different sources to gain a better understanding.

Does this mean we will have a society with individual opinions?

Will people become only have a tiny bit of information on a broad range of subjects? And will this be the end of the so-called experts?

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