The Medium Theory was developed by Marshall McLuhan. The idea behind this theory is primarily based on how the medium itself is used to convey the difference in meanings of the message, through the various channels we use to communicate (Communication Theory). The phrase “the medium is the message,” developed by McLuhan, refers to the nature of communication itself, whether that involves using social media, watching TV, or other forms. These forms of communication shape our interactions with one another, more so than the content we share. The medium theory suggests that we should disregard what people say, but focus on how they say it, as it has different effects on our attention span. For example, reading a newspaper and watching TV have entirely different effects. While reading a newspaper is a passive activity, watching TV is more interactive and stimulating for the brain. Each medium alters our interaction with the given information in different ways.
A real-life example is how people obtain their news from social media rather than reading a newspaper. Reading a newspaper is a slow and reflective process, taking time to flip through the pages while savoring a cup of coffee. This is a consistent medium that is structured with reading and reflecting. Contrasting this idea with social media, news comes in all shapes and sizes. We see this in memes, influencer posts, and people inputting their own personal opinions via the comment section or reposts. The process is quick and interactive. The never-ending array of posts keeps people feeling connected and heavily influences their attention span and perception of interpreting the news. Social media, as a medium, demonstrates how personal identity influences journalism in the news, and individual opinions are prioritized over factual accuracy in reactions and interactions.
Overall, the medium theory helps explain why a message can be perceived differently when it’s read in a newspaper versus being seen on TikTok. The platform changes how we interpret and interact with it. Social media hasn’t just changed how we see content, but has changed how we interact, think, and participate.
MEDIUM THEORY. (2013, September 20). Communication Theory. https://www.communicationtheory.org/medium-theory/
