- Every conveyed idea is shared through a medium
- How and where ideas are expressed – spoken language, written language, digital mediums, landscapes, buildings – has an impact on the idea. This isn’t always apparent but ALWAYS happens.
- Thus, the medium alters/adds to the meaning of the message (i.e. IS the message).
Big business, power-handshakefulness dudes are always banging on about how ‘non-verbal’ communication is the key to using (and abusing) the medium of oneself to deliver a message. Not a new concept, right?
Yet with every innovation – Wikipedia, Twitter, Uber – relationships between content creators, audiences, institutions and technologies change. Just because you’re not there shaking hands doesn’t mean you can’t shape what that handshake means.
The medium is the message because it gives the masses the power to change it, and therefore society.
Why reference the somewhat outdated Joey? Because, like McLuhan’s ancient yet modern concept, it’s not what you said, it’s the way you said it.