Who is the Media Prophet?

His name is Marshall McLuhan, a Canadian English professor and communications researcher who gained fame in the 1960s and 70s for his popular phrases, “the medium is the message” and “the global village”. He is also said to have prophesied about the Internet and its impact on society.

What Was His Message?

McLuhan’s theory explored how media shapes human experience, culture, and society. He emphasized the importance of the medium itself rather than the meaning or content it carried. He maintained that the medium used to deliver a message, whether oral, print, or electronic, impacts how we perceive information and interact with others.  Advances in technology and their use can lead to societal and cultural changes, often in ways we may not even realize.

From Theory to Reality: Watch McLuhan on Media and Society:

Decoding the Message

McLuhan’s ideas are still groundbreaking, paradoxical, and thought-provoking. Let’s decode his message and diving into the strong points and limitations of his theory.

Strong Points

Importance of the Medium

McLuhan insightfully recognized the importance of mediums in shaping society and culture rather than the content itself. His theory on how we consume information is powerful. Social media platforms such as Facebook or Instagram have changed the way society consumes news, forms opinions, and interacts with one another. Societies will change as technology changes.

Global Village

McLuhan’s belief that electronic media could create a “global village” showcases his foresight into a connected world.  The ability to hear and see things from around the world in real-time or recorded, and to connect with anyone at any time, illustrates his vision of a ‘worldwide social order’.

Extension of Man

McLuhan saw technologies as “extensions of man”, shaping our senses (i.e. sight, sound, touch, etc.), processing information, and thinking. This is evident today as we become increasingly reliant on our smartphones to extend our capacities through a variety of apps.

Limitations of the Message

But What About the Message?

McLuhan’s focus on the medium neglects the importance of the content, which plays an important role shaping perspectives, behaviors and societal structures. Researchers and technologists consider content to be king and measurable.

Global Village

The “Global Village” concept overlooks issues of access, equity, or social and political constraints. Not everyone has equal access or the skills to participate in this digital village, raising questions about how true societal changes occur if not everyone is able to participate.

Humans and Technology

Emphasizing technology often ignores the human element’s impact on societal changes.  We are not passive users; humans design, develop, and use technology, despite its unintended consequences that can change society.

Final Thoughts

Despite these limitations, I found McLuhan’s insights and foresight to be impressive. His concepts on the medium, global villages, and extensions of man are highly relevant today – almost eerily so. The way he predicted the medium’s power, almost 40 years before the Internet, is remarkable. His work asks us to look beyond the content we create and consume and consider how the mediums themselves have changed our society.

What do you think will be the next technological change to shift our culture?
I’d love to hear your thoughts! Please comment below.