The Role of Feedback (engagement) With the “Medium is the Message” Theory
The theory of “the medium being the message” is an old one, dating back to Marshall McLuhan. It’s a central tenet that he believed in and preached throughout his career as a media theorist. But what does it really mean? The idea behind this concept is that how content is delivered plays a vital role in how we perceive it. Take for example news on television versus print, or a video online versus a live presentation. The platform for delivery is just as important, and sometimes more than the actual content itself because it can shape people’s thoughts and beliefs based on their interaction with it.
When it comes to marketing and the role of feedback (engagement), this is a very important point. While content might be great in isolation, that doesn’t mean people will see it if they can’t get access to it on their preferred “medium.” We need to make sure we are giving them options so that everyone has an opportunity to consume what we create, without having any barriers between them and our message. Only then, can they engage with our messages.
We have seen companies like Twitch take advantage of this by creating live streaming for gamers as well as other platforms online such as YouTube or Vimeo where people who want more control over time frames and settings can watch videos whenever they please. It’s not just about optimizing your website for search engines anymore — now you also have to think about the platform (the medium) and how those human beings interact with that platform. It’s more than just know where your target demographic is. It is about also knowing how your audience thinks, feels, and reacts while they are using their medium of choice. The same message may mean completely different things depending on what platform it is on.
In the same way that we can’t understand a message without knowing its medium, it is also true that we cannot fully comprehend how people react to what they see on their screens until we know which device or platform they are using. The truth is: humans have not stopped evolving — and neither has technology! As our communication methods continue to change with time, it’s important for us as marketers to be aware of these changes and adapt accordingly. For example, if your website isn’t optimized for mobile devices (e.g., responsive design), then you could be shooting yourself in the foot when it comes to reaching potential audience members who prefer browsing the Web via smartphones and tablets rather than desktop computers.
Here are my key points I would like you to consider from this brief article:
- Communication is a two-way street. It’s not just about what you’re communicating, but how the receiver processes and understands this information too.
- The medium is the message: Example-if your website isn’t optimized for mobile devices (e.g., responsive design), then you could be shooting yourself in the foot when it comes to reaching potential audience members who prefer browsing the Web via smartphones and tablets rather than desktop computers.
- To understand people on their screens, we need to know which platform (medium) they are using and how they think, feel, and react while they are using their medium of choice.
- Communication is about listening, understanding, and being attuned to the way different people prefer to communicate. It’s also about making your message resonate with all of them so that they feel heard, understood, and appreciated.
