The Medium Is The Mass Usage Analysis

“The Medium is the Massage“ by Marshall McLuhan MchLuhan believes that the medium shapes the message and that it controls the meaning as well. People give the meaning in accordance with the particular medium and there is also the important point that even content is the medium. Each medium has a specific time related to its reproduction. McLuhan also talks about light bulbs comparing them to the medium which doesn not have a content, but still has impact on the darkness. With the evolution of the media, there have been many changes in the lives of people. “The medium, or process, of our time – electric technology – is reshaping and restructuring patterns of social interdependence and every aspect of our personal life” (McLuhan 8). People
These trends become global and then marketers use this information to sell the products of the companies that hire them. Another key term is that the world has become a global village and this is true because the geographical and physical distance is no longer relevant. “Ours is a brand-new world of allatonceness. “Time” has ceased, “space” has vanished. We now live in a global village…a simultaneous happening” (McLuhan 63). Allatononceness is a term which means that everything is available at once and this is the case because there is the content and there is the medium which is also the message. Also, the new technologies and new forms of media change the society in a way that is in favor of people who invent them. The message is less important than the medium and that is because of the fact that the medium changes perspective of people and shapes public opinion. Television makes it possible for the people to observe many events in real time which makes a shift on reality. The public always feels as if they were in the front rows and that is why pubic figures gain so much popularity. The message is related to the masses which is why the title of this book refers to messages as