McLuhan is probably most popularly known for his theory succinctly posited “The medium is the message”. Federman offers a very clear explanation of this concept in his article “What is the meaning of the medium is the message?” Federman explains that McLuhan considers the medium in quite broad terms, more so than perhaps first impressions give of this famous statement. In particular, McLuhan considers anything that is an extension of ourselves as a medium. So medium is more broad than human communication, and can encompass any technology that extends our physical and intellectual essences. Federman puts it well when he states: “… since some sort of change emerges from everything we conceive or create, all of our inventions, innovations, ideas and ideals are McLuhan media.”
There are examples of “the medium is the message” everywhere in modern society. For instance, the rise of social media has seen changes in television entertainment programs. While in the past, some programs might have had a “mailbox” for you to post a letter or more recently an email, containing your thoughts and opinions on a matter, there would then be a delay until the next broadcast where these letters would be selectively read on-air. In the past year or two, more new and diverse approaches to interacting with audiences have occurred afforded by social media. Twitter was one of the first medium’s to be used to facilitate “talk-back” or back-channels for live television programs, typically syndicated across the bottom of the television screen. Question and Answer from Australia’s national broadcaster, The ABC famously (within Australia) use the QandA hashtag to denote tweets relating to the political television program.
In the past week, Australian television programs are now making use of a service called zeebox.com. This provides even tighter integration with the television format where the television programs can have their own “space” within the zeebox medium itself – the cloud service. It is also mobile enabled so viewers can participate in television programs no matter where they may be viewing them. It is also an approach to stem the flow of viewers resorting to digital video recorders to playback television programs, and skip the ads while they are at it. The use of social media offers an incentive to be present at the live broadcast, and consume those wonderful advertisements that keep the television network executives happy. McLuhan is quoted in Federman as saying “a ‘message’ is, ‘the change of scale or pace or pattern’ that a new invention or innovation ‘introduces into human affairs.'”. This change in television programming would have been an unintended consequence of social media at inception. There are many other examples that demonstrate McLuhan’s theory.