The phrase “the medium is the message” is a brain-melter if you think about it for too long… trust me, I know.
YouTube is a good example of this
ridiculous interesting theory. Take a video of a slow loris eating rice for instance – the medium is YouTube and the obvious message is that a slow loris looks cute whilst eating rice. McLuhan’s idea of a message is to look beyond this state of obviousness and try to seek out the way that the medium allows us to see a change. The change, in this case, would be that we are able to see the slow loris eating rice as this is not something that we necessarily would be able to do if it weren’t for the medium of YouTube. Crazy stuff, right?
In Mark Federman’s article, ‘What is the Meaning of The Medium is the Message?’ he says that the message is “not the content or use of the innovation, but the change in inter-personal dynamics that the innovation brings with it”. And let’s be honest, who could get that on their first guess.