I’m not gonna lie, at first, the whole concept of ‘The Medium is the Message’ completely baffled me. Sitting in front of my laptop, the blank document and flashing cursor were just taunting me! My mind kept ticking over and over about what the concept really meant and the different ways it relates to today’s society.
“The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology”. – Marshall McLuhan
This quote suggests that the technological medium that a message is embedded, replaces the message itself and that ‘The Medium is the Message’. Mark Federman claims that in regards to media convergence, a medium is any extension of ourselves. Media convergence has been taken to a whole new level with the introduction of online dating apps and social networking sites. Nowadays it’s very rare to hear stories of couples eyes meeting across crowded rooms, or casually meeting at coffee shops, it’s more like “It all started online”.
The best way I can explain ‘The Medium is the Message’ is through the technological medium of Tinder. For a quick snapshot into the world of Tinder click HERE…
Firstly, I do apologise for the bad language but let’s be realistic here, none of this is that shocking!
For those of you who have been living under a rock, I will get you all up to speed. Tinder is a dating app that allows the user to scan through photos of people (in your area might I add) and as easy as it sounds you literally swipe left or right depending on whether you like someone’s appearance or not. Rather than the intended message of the application encouraging the connection and formation of relationships with people of similar interest, the medium far outweighs the message showcasing that society has become so very shallow and egotistical. It has never been so easy to veto tens, even hundreds of people based solely on their profile picture, age and mutual friends.
As such, ‘The Medium is the Message’ conundrum infers that technology determines the message because individuals lose the meaning of that message, from the creation of new meaning developed from the type of media that the message is communicated by.
Thanks for the confusion Marshal!