The Idea That Changed Everything: “The Medium is the Message”
McLuhan coined this famous phrase to remind us that the medium shapes how we perceive the world, maybe even more than the content it delivers. If the message is a sword, the medium is the hand wielding it—and depending on how strongly it’s held, the impact will vary.
Whether you’re watching a show on YouTube or TV, the psychological effect and engagement are different. That’s McLuhan’s point: the format shapes the impact.
Applying This to Marketing
In the marketing world, McLuhan’s lesson is crucial. Choosing the right medium can turn a lukewarm campaign into a viral hit. Ads on Instagram Stories? Instant and personal. Email campaigns? More formal and straightforward. Understanding this is the secret to nailing communication with your audience.
Creative Development and McLuhan
For those in creative fields, mastering the use of different mediums is key to innovation. New creators, especially Gen Z, already get that success doesn’t come just from the message but also from the platform. TikTok, for example, isn’t just an app; it’s a medium that shapes the kind of content we consume and create.
Content Gamification:
Time to test what you’ve learned about Marshall McLuhan!
Quiz:
What’s the main idea behind “The Medium is the Message”?
How can choosing a specific medium affect a marketing campaign’s impact?
Why is McLuhan’s concept of the “global village” more relevant now than ever?
Practical Challenge:
Next time you see a marketing campaign on social media, ask yourself: how did the medium impact the message? Would it hit differently if the campaign was on another format like email or TV?
K.E.Y. Framework:
Knowledge: Understand Marshall McLuhan’s legacy and his theory on media.
Skill: Apply “the medium is the message” to marketing strategies and creative development.
Attitude: Keep a curious mindset about how different platforms and tools shape the messages we send.
Visibility: Extremely high—mastering McLuhan’s concept sets creatives and marketers apart.
Environment: Digital communication, advertising, and content creation markets.
