![]() If you were to receive a regular email and open it on your smartphone, your phone would zoom the email out to fit the screen, making the content much smaller, and possibly in some cases illegible. This changes the form of the email to suit the device that it is viewed on, in order to give the optimum experience on each particular device and best enable the content itself to become the message. With all of these different Internet enabled devices now in circulation, how can you ensure that your content is the message and not the medium… The most cutting-edge advancement in email, which is a direct result of this device/medium segmentation is ‘responsive design’. These days, you cannot assume that the recipient is going to be reading the email whilst they are sitting in front of a desktop PC like before. The uptake of devices such as smartphones and tablets have changed the way in which people read their emails. ![]() In the past few years the way in which emails are being consumed has changed. Therefore “the medium is the message.” How it relates to email marketing Suddenly interest in the story is piquing, and there is shock and belief rather than skepticism. An hour later, the exact same content that was posted on the blog post makes its way onto the BBC News website. Therefore “the medium is the message”.Īnother example may be that whispers of a corrupt politician start to surface… Someone writes a blog and posts this to their own website exposing this corruption, to which they receive a barrage of cynicism, skepticism and abuse. Your reaction to/perception of each of those messages will be different even though the content itself is exactly the same. Communication devices 2įor example, it’s your birthday and one of your friends posts on your Facebook wall saying “Happy birthday mate! Hope you have a great day!”, another of your friends sends you an SMS with the exact same message, and another sends you a birthday card again with the same message inside. “The medium is the message” is a phrase that puts forward the idea that the medium itself, be that text, audio, video, Facebook, newspapers, movies, telephones, iPads, television, blogs, chalkboards, walls for graffiti, or any other form of medium itself is the message, and not the content it carries. Where the phrase comes fromįor those unfamiliar with Marshall McLuhan, he was a Canadian philosopher of communication theory, not only famous for coining the phrases “The medium is the message” and “the global village”, but he also predicted the invention of the Internet nearly 30 years before it was created by Sir Tim Berners-Lee. This t-shirt suddenly took me back to my university days where we spent most of a term studying this exact phrase and the meaning behind it. It was white, with a pink printed photograph of Marshall McLuhan with the quote “The medium is the message” over the image. Recently I was walking through the North Laines in Brighton when a t-shirt in a shop window caught my eye.
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