The Medium is the Message

We all know who said this famous mantra, "The medium is the message." It is nonetheless, Marshall McLuhan, one of the building blocks of media theory. This is a phrase most valuable to every orgcom practitioner. We know this by heart and we live by it. Before we get into details, firstly, what is the meaning of this ever-so-famous quote? Simple. It means that the medium influences how the message is perceived. Interpretation is not solely based on the content of the message but also on how it is being delivered. 

This is very useful in communication strategies since this ensures that the medium is complementary and attuned to the message being portrayed. This minimizes confusion, misrepresentation and miscommunication. 

To explain further, i'll be giving scenarios in which it is applicable. A great example would be the WOWOWEE Stampede. Apparently, the communications manager who handled this used McLuhan's ideal excellently. Their message to the masses is that it is, "It is an accident and nobody asked for it. We are deeply grieving for your loss. We will do anything to help you in any way." The medium they used to say this were Willie Revillame, Pres. Eugenio Lopez, and Charo Santos. When they also held the press conference, these people are dressed down and their make-up (Yes people! It is all planned) are made in such a way that they look tired and did not much have sleep. With these combined, the message had been delivered effectively. Since through the medium used, sincerity has been clearly intensified to the audience - sincerity of ABS-CBN. 

Other examples include, if you want the office to start recycling as the organization's corporate social responsibility program, you should use recycled paper or the color green in your communication materials. This will further enhance and intensify your message. This phrase is a very powerful and it cannot only be used in communication strategies. Every orgcom practitioner can definitely benefit the advantages brought about by it.