The Medium is the Message

Marshall McLuhan's, theory of the Medium is the Message is an extensive view on the way that the media creates a new scale of innovation to our surroundings. In our culture, the way we connect with our audience needs to be creative and has to have to ability to capture the viewers attention, in a new and effective ways. As I was reading this passage I found a statement that stuck out to me, " We are too prone to make technological instruments the scapegoats for the sins of those who wield them. The products of modern science are not in themselves good or bad; it is the way they are used to determine their value.(pg.26) I feel like this statement, by the way I perceived it was that, people need to use the forms of technology in useful ways and not destroy the way we try and communicate messages through mass form of media such as, TV, Internet, ADS and etc. Before this mass medium of new innovation, we only knew the electric light, as a medium but with no message because it created no message, but did have a purpose. Today, our culture is filled with types of technologies that create the idea that the Medium is the Message, because it allows people to explore new pathways to be able to reach out to others in forms of communication. I felt like McLuhan, is trying to express that people need to be aware that form for media can affect our society. Its the content that should be focused on not the actual medium that it is being presented on.

Picking a new innovation in Technology, I would be able to list a few, but the one that really sticks out to me in my mind, would be the Internet. Today, we rely on the Internet for many task. We can read the new;s, look for information,email, shop, and so many more outlets that allow us to explore. The Internet gives the ability for people to create their own medium. In a way people can create their our medium by, allowing other people to see their ideas and views. It gives people the chance to be creative with what they can put on the Internet to try and reach out to the people surrounding them. Tonight, I was at an Advertising Club Meeting and we watched this great clip from this Adidas Campaign, and it just showed me, how the Internet can impact peoples lives and has the ability to reach out to people all over the world. It stated also, that they use the medium, like the Internet because some many people use the Internet on a daily basis. It just goes to show that the Internet is filled with many ways to express thoughts and ideas.

Cellphones,Internet, Television, Radio and other forms of Mass Media, creates the idea that the Media is the Message. Whats next? Who knows, our generation may be the next to think of great new way to communicate and create a new context of the word Medium. Its going to have to be much more innovated, but can it? I guess well have to see!

I thought that this passage given to us was difficult, but I gave my best interpretation on what I thought the Medium is the Message and how it came off to me.