From McLuhan to TikTok: Exploring the Power of Medium Over Content
Hey there, fellow media enthusiasts! Have you ever stumbled upon the name Marshall McLuhan during one of your late-night internet scrolls? No? Just me? Well, why you may not have heard of him, his theory has something to say about why you might not be able to put your phone down at 2 AM when you swore you were going to bed early tonight.
Introducing McLuhan’s theory of technological determinism. I know that’s a mouthful, and what does it even mean? Basically, McLuhan’s theory says it’s not about what you watch on, say, Netflix, it’s about how Netflix changes your binging habits. Until recently, when they started releasing one episode a week, which is the worst thing to happen to TV since the Jerry Springer Show. RIP Jerry. Okay, let’s get back on track. McLuhan’s theory can be summed up by one of his most memorable phrases, “the medium is the message.” So what do you think? Does your 8 hours a day of TikTok screen time have more to do with the content on the app or how media is presented on the app itself (i.e., the continuous scroll)? Still undecided? Well, let’s dive a little deeper.
Before you decide if you are on Team Scroll or Team Content, let’s look at some of the strengths and weaknesses of McLuhan’s theory. Starting with the strengths:
Technologies as Extensions: Remember when you forgot your phone at home and felt like you left a limb behind? McLuhan would say, "Told ya, phones are an extension of you!" Well, he might not have said this exact thing because he wrote the theory in the 70s pre-cell phone, but he did argue that just as glasses are an extension of our eyes and shoes are an extension of our feet, technology extends our brains and our social reach. Imagine if your Instagram account was a room. Every like, comment, or shared meme is like a conversation, a handshake, or even a hug. Your digital space becomes an extension of your personal space.
Media's Sensory Influence: McLuhan believed different media tap into and shape our senses in unique ways. Let’s play a game: Close your eyes and think of your favorite song. Got it? You're likely reminiscing about a time, a feeling, or maybe that one dance move you absolutely nailed. That's the power of audio media. It triggers our auditory senses, memories, and emotions. Now, switch to thinking about scrolling through Pinterest. All those vibrant images, DIY ideas, and, oh, those endless recipes you swear you’ll try someday. It’s a visual feast! And that's McLuhan's point: in today's screen-saturated world, we're honing our visual senses, but maybe at the expense of others. Ever felt overwhelmed after hours of video calls? That’s because our senses are being bombarded in ways they're not quite used to.
Medium > Content: We have all fallen down the TikTok rabbit hole, but have you ever stopped to ask yourself why? Is it how TikTok has structured our consumption habits via the continuous scroll, or is it the catchy dance moves and cat videos? McLuhan would argue here that it is the addictive endless scroll that is more influential than any individual video. It dictates our pace, shapes our experience, and quite possibly rewires our attention spans. Think about it: when was the last time you were content with just one TikTok?
Now, before you think I am a total McLuhan fangirl, let’s look at some of the limitations of his theory:
It’s Not All About the Tech: McLuhan gave technology a starring role in shaping our society. And while our screens definitely deserve some of the limelight, we can't sideline other big players. Think about politics, traditions, or even our deeply rooted cultural values. Then there's the whole spectrum of human emotions. Ever sent an angry text after a bad day? Of course, you didn’t. Who would do such a thing?! 🙋♀️ Or shared a meme that just captures your current mood? It's not the tech driving that; it's raw, unfiltered human sentiment. So, while McLuhan might argue our devices dictate our responses, sometimes it's just about letting off steam or sharing a chuckle.
Humans vs. Robots: Picture a world where humans are zombies….wait, don’t do that. Tech zombies, I meant tech zombies. In this world, they are constantly staring at screens and interacting only through clicks. Kind of like a Black Mirror episode, right? McLuhan's theories occasionally make us sound like we're evolving into these monotone zombies. But let's be real. Behind every status update, there's a person with dreams, fears, and a love for that one guilty pleasure Taylor Swift song. Our interactions with tech might be consistent, but they're flavored with our personalities. We're not just aimlessly drifting in a digital sea. There's intent, purpose, and emotion in those scrolls and taps.
One-Size-Fits-All: McLuhan, my guy, the world isn't just black and white. His idea that media molds us in a uniform way can be a tad simplistic. Let's take my grandma as an example. She's a Facebook aficionado (her claim, not mine). While I am lost in my latest scroll, she is out there posting “funny” videos to my timeline and the worst picture she could possibly find of me. Just because we both use technology doesn't mean our experiences, learnings, and interactions are identical. People bring their own flavor to the tech table, making every experience uniquely personal.
Before we tackle the big question of the day (Team Scroll or Team Content), allow me to add my two cents. I find the idea that "the medium is the message" to ring true in some respects, given society’s tendency to be constantly plugged in, and let’s face it, online platforms can shape our media consumption more than actual content sometimes.
But, while McLuhan’s theory can explain why someone may get lost in the endless scroll or feel like they are missing a limb if they leave home without their phones, it feels incomplete. Sure, our screens mold our experiences to an extent. But hey, I’d like to believe there’s more to us than just being digital puppets. We have thoughts, feelings, and, oh yeah, free will.
Now, back to the decision of the hour! Team Scroll or Team Content?
It's like choosing between early mornings and late nights, or deciding if your pet is truly the cutest (spoiler: they probably are!). McLuhan’s ideas stir up a lot of things to reflect on, but ultimately, the choice of allegiance is yours.
Remember: as much as our devices can shape us, we, with our quirks and choices, shape them right back. Every tweet, meme, or oddly satisfying cleaning video represents our individuality. McLuhan handed us a map, but the journey? That's on us.
