This week we studied media theorist and philosopher Marshall Mcluhan, who is most known for the phrase “The Medium is the Message.” He presented the idea that while we have the power to shape the tools we use, our tools also shape us. I think it is crucial to analyze the effects of media platforms in order to understand design’s role. At a high level, graphic design and media work hand in hand to communicate messages through interactive visual content with a goal of engaging users.
Marshall Mcluhan’s theories were definitely relevant during his time, but I think there has been such a drastic shift in the way we receive messages that the topic at hand is more complex. We do not live in an equitable world, our methods of communication have changed, and the way we interact with others is not what Mcluhan entirely imagined it would be.
In my opinion, Mcluhan’s “hot” and “cold” classifications are too binary for the world we live in today. There’s another factor in place which is that each individual values platforms differently. This can impact how immersed we are in the media. The theory is also based on how active the viewer is in the consumption of media. Between social media, regular news outlets, and other forms of consumption there is now a huge issue with oversaturation. When we consume but not absorb, this theory and classifications lose their full value.
Aside from the hot and cold theory, the concept of a “global village” was incredibly thought provoking. This builds the foundation for conversation regarding mediums, interactions, and immersivity. To some extent our current state lines up with Mcluhan’s initial idea; We do exist in this massive bubble and have the potential to reach millions of people we couldn’t have before. It is remarkable that people hypothetically have access to the same information. That said, there are so many implications that we are seeing with the technological advancements of media platforms.
As we’ve seen in the past few years, social media companies have gained immense power. They now have the ability to create 2-way communications between multiple users. I was listening to a talk on CBSN a few days ago about Facebook’s Cambridge Analytica scandal. A whistleblower, Christopher Wylie, walked through what had happened with the reporter. Essentially, millions of users’ personal data was being used for political advertising purposes. This brought up various ethical questions including how social media can be used for divisiveness and turning people against each other. Wylie approached the concept of segregation in social media communities. If these platforms aim to connect their users to others with same-minded views, then are we really being connected to a broader global community?
I think these questions are really important when talking about how we target our designs to specific audiences. In marketing and design we often see ‘segmentation’ as a tool for creating a preferred experience for our users through specific mediums. Visual content has a lasting impact and can shape the ways communities interact with one another. As designers, I personally think we have a duty to be educated on the complexities of this digital age.