Campaign communication: The medium is the message

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Marshall McLuhan is considered as one of the most influential thinkers of modern communication and media. He predicted the internet in 1965, a good 30 years before the internet appeared in our daily life, and he challenged the establishment on the meaning of media communication at a time where radio and TV were the modern media. He’s famously quoted after his book titled “The Medium is the Message” in which he argued that each media has a particular set of characteristics that are by themselves shaping a message beyond the content or program.

While not directly referred to in chapter 8, Marshall McLuhan was clearly the inspiration behind what would become the current analysis of information richness and data capacity discussed in section 8.1.

In the wake of the 2016 presidential campaign and election I thought it interesting to listen to what he had to say about the use and misuse of the TV medium in a similar situation 40 years ago. For your reference you can also take a peek at this 1976 debate (Links to an external site.)Links to an external site. to better understand why Marshall McLuhan is boldly criticizing the media experts advising the candidates.

Watch the video clip and comment on the relevance of his speech in today’s use of the various media, electronic or not, that are almost constantly available to us. You are encouraged to discuss any communication purposes, not limited to political campaigns of course.

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