Medium is the Message response

In the fifty years since McLuhan penned “The Medium is the Message,” we have borne witness to countless examples of the truth of this conclusion. Particularly in news production, we have seen technological advancements change and adapt to the rise of television and internet and social media. We have seen fashion (clothing, hairstyles, etc.) become a medium for political expression.

I think there is much to be said about the intrinsic ties between consumerism and the notion of “medium as message.” A medium does not exist as an ephemeral entity, it requires a product in order to be portrayed—i.e. tweets need a product which supports internet, etc. Thus, as technology and media have advanced, so too has the market for their platforms.  Because of the importance not of what we say but how we say it (the medium), there is little option but to conform to this conflated communicative capitalist system—a cruel technological Darwinism. Moreover, medium of message has been co-opted by industry in order to capitalize on the growing trends of “slacktivism.” As Jodi Dean describes, “there is an easy coexistence with consumer capitalism insofar as choices of fashion and entertainment could be quickly read as politically significant. Antiracist? Wear a Malcolm X t-shirt. Gay-friendly? Fly a rainbow flag.” These media have mitigated the responsibility of individuals to take direct action. Instead, they can simply buy products which will purportedly say just as much as any picket or protest would. However, such notions are detrimental to impactful change because they don’t sufficiently trouble the waters. Instead, they force even many “progressive” to market themselves for their products [media] rather than their actions [message].

This is not meant to be an incredibly techno-pessimistic or Luddite post. However, I do think it is important to consider these factors and their implications on things like content. For although the medium may portray an initial message, content still has a responsibility, a purpose, an intent.