Communication Essay Paper on The Medium is the Message

The Medium is the Message

Marshal
Mcluhan points out that a number of individuals in the modern society are not
in agreement with the fact that the medium is the message. But what does the
phrase the medium is the message mean?
He goes ahead to expound that the personal and social consequences of any
medium, result from the new scale that is introduced into the affairs of man by
each extension of himself, or by any new technology. For instance, to prove the
point, one would say that, if a machine is used by a certain individual, it is
not all about the machine, but what the individual did with the machine is the
most important and it is all that brings a particular meaning or message.
Mcluhan underlines the fact that it is the actions, day to day activities and
associations among human beings are controlled by different types of media. He
further gives an example of IBM, whereby, the medium was the company’s business
and the message that medium sent was the negative performance that forced the
company to retrace its steps.

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With
reference to Shakespeare’s Troilus and
Cressida, Mcluhan adds weight to his argument by articulating that the
results of innovation are messages which are dependent on media such as social
and political operations. The other argument that is in support of the phrase
includes General David Sarnoff’s statement. He points out that the way the
products of modern science are used today, in a large extent determine or
predict their value.

‘Cubism’
is a concept that provides great support for the phrase the medium is the message. The concept concentrates more on instant
awareness if the senses of the whole. For instance in the modern world or
rather generations, paintings and poetry are symbolic ways that have been used
to pass information and this greatly underscores the fact that the medium is the message.

Prominent
world leaders have also benefitted from understanding the fact that the medium is the message. Alexis de
Tocqueville had the ability to learn from the situations at hand and predict
the future occurrence. This acted as great savior to his tenure during the
French Revolution. Despite the shift from the ancient to the new generation,
the phrase the medium is the message
still holds water. Faster change in the lifestyle and existence of man has
caused an imbalance in the society where some individuals are assigned roles
while others are assigned jobs. However, amidst all these, the most outstanding
fact is that the continuous habits of man (medium) are a sign of intelligence
(message).

Today,
for people to improve their own culture and beliefs, they need to tell the
present using the past or historical events. All in all, man needs to take his
daily experiences seriously as they in a large extent portray the future. If
the experience is good, it is likely to portray a positive future hence more
focus should be turned on it. Conversely, if the experience is bad, then the
future is likely to be negative and such experiences should be done away with. There
are other occasions that clearly illustrate the fact that the medium is the message. Selye points out that the latest
approach to media study should focus on both the content and the medium used to
pass the content. Other scholars such as Arnold Toynbee suggest that media has
played an integral role in shaping history. People also need understand the
fact that, there are different types of medium used in communication.
Technological media being an example could create extensive economic
instability but great endurance in a particular population. The media also play
significant roles such as configuring the awareness and experience among human
beings.

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