BBC News, TikTok, The Times, and X (formerly known as Twitter) are all ways audiences access news and information. Some have existed for decades while others have grown alongside digital media. But what if the way we receive information is just as important as the information itself? This is exactly what Marshall McLuhan explores in his theory “The Medium is The Message.” Introduced in 1964 the theory argues that the medium, through which a message is communicated, influences how audiences understand and respond to it. Today, as news can travel across multiple platforms within seconds, McLuhan’s theory raises an important question: are we simply just consuming news, or are the platforms we use shaping the way we perceive it?
To understand McLuhan’s theory we first need to consider his argument. He believed that different forms of media could shape society by influencing how people consume information. For example, newspapers allow audiences to take their time when reading and exploring the details and context of a story. However news presented on TikTok is quite different. Videos, often lasting between 30 and 60 seconds may leave less time to communicate the full context. As a result, audiences can experience the same news differently depending on the platform. Furthermore, the way a story is presented can also influence emotional responses. For example, footage of a tragic event accompanied by emotional music or commentary may create a different reaction compared to reading about the same event in a newspaper. This shows that the medium can influence not only how information is delivered but also how audiences interpret and respond to it.
Social media hasn’t just changed how audiences consume news; it has also changed how news organisations deliver it. Organisations like BBC News, Sky News and Channel 4 produce short-form videos on TikTok to reach audiences who consume news digitally. Unlike traditional newspaper reports, these videos use audio, footage, captions, and a journalist speaking directly to the camera. This allows audiences to access news more quickly and can create a more personal connection with the journalist. However, the shorter format can mean audiences receive less context potentially affecting their understanding.
If news organisations prioritise making content shorter and more engaging, could they be sacrificing important details to keep audiences interested? It’s possible. Think about it. Social media has made attracting attention increasingly competitive because everyone is aiming for the same thing: the spotlight. This is particularly noticeable in the news industry, where organisations are competing to attract and retain audiences. In doing so, important context could be minimised to make content more appealing. However having short-form content also makes journalism more accessible to younger audiences and to people who might not traditionally read newspapers. I’m not saying this shift is necessarily bad. Rather, it highlights how the platforms used to communicate news can shape the way audiences experience and interpret it.
Overall, McLuhan’s theory of “The Medium is The Message” highlights how media platforms affect how audiences receive and interpret news. News organisations increasingly prioritise short-form content to attract younger audiences, which can sometimes result in important details being minimised. In contrast, newspapers allow audiences to take their time reading and explore stories in greater depth. Although McLuhan’s theory was introduced in 1964, it remains highly relevant in today’s media landscape.
