Shakespeare, The Bible, and Twitter

From the walls of caves, to the hieroglyphic etchings in the pyramids, to the scripture of Shakespeare, to the modern Tweet (I’m not calling it a post on X, or referring to it as X), it’s not a bold statement to argue that we have been writing for a long time. Communication has grown alongside civilization. Each medium that we’ve developed carries its own nuances, shaping not only how messages are conveyed but also how they are perceived and understood. If you’re an iPhone user, consider how you feel when you start texting someone and you see that ugly green text bubble. For everybody else, consider the last time you had to sit through a meeting and were just thinking, “Damn, this should have been an email.” These are some examples of the nuances messages can take on because of their mediums. The medium itself becomes an integral part of the message, influencing its reception and impact. From the tangible permanence of cave paintings to the ephemeral nature of a fleeting tweet, the medium shapes our interaction with information in profound ways. Understanding this concept is essential for navigating the complex landscape of modern communication. In this chapter, we will delve into the concept of the medium being the message while exploring its implications across various historical and contemporary contexts.

You might assume that the essence of a message surpasses the mere material it’s conveyed on. It’s tempting to believe that this textbook chapter holds more significance than the format in which you encounter it, whether digitally or in print. However, and to my dismay, that’s not the reality. The advent of Twitter holds greater importance than any individual tweet. The introduction of paper outweighs the significance of anything Shakespeare penned. The limestone blocks composing the pyramids bear more weight than the inscriptions they bear. The cave walls themselves overshadow any painting adorning them. Each medium, serving as the conduit for delivering a message, carries more weight than the message itself.

When I first encountered this notion, my immediate reaction was dismissal—it seemed nonsensical. Are you seriously suggesting that the Declaration of Independence or the Bible hold less importance than the invention of paper? Unthinkable. The Declaration of Independence birthed an entire nation; the Bible has indelibly shaped human history, profoundly influencing our civilizations’ trajectory. The notion that the thin slivers of deceased trees could even approach the significance of these monumental texts is absurd. Yes, the choice of paper as a medium is notable, but it pales in comparison to the enduring impact of these foundational documents.

Then what are McLuhan and Applen talking about?

To Tweet or not to Tweet, that is the question

If you are familiar with art you should recognize the idea of a medium but for those of you who aren’t the medium is the technology or platform through which communication occurs. Just as a canvas affects the brushstrokes of a painter or the texture of clay dictates the form of a sculpture, the medium of communication shapes the message itself. McLuhan and Applen dive into this concept, unpacking how mediums influence the creation, reception, and interpretation of messages.

For example, you wouldn’t expect to see a textbook chapter like this as a tweet. It would look ridiculous and choppy (ugly). Plus, the thread would be so long most people would just scroll past it, understandably so. On the other hand, if this chapter were written in the style of a tweet, there would be only so much information that could be conveyed. It would probably be more entertaining, though, there would be more jokes and maybe more colorful language. Either way, the style would have to change to match the format of the medium. To put this in perspective, compare the 2 following images:

Both pieces are examples of abstract expressionism; however, they are drastically different. The sculpture has a lot of sharp geometric shapes and smooth surfaces, while the painting is chaotic and textured. The sculpture is monotone, while the painting is exploding with color. The stark contrast between these two pieces exemplifies how the medium profoundly affects artistic expression. Imagine attempting to convey the intricate textures and vibrant colors of the painting through the rigid, three-dimensional form of the sculpture, or vice versa. The medium not only dictates the physical attributes of the artwork but also shapes the artist’s creative process and the viewer’s perception.

Similarly, in the realm of communication, the selection of medium profoundly impacts how a message is delivered and received. Much like a sculptor carefully chooses the material to manifest their artistic vision, communicators must weigh the medium’s implications on their message’s conveyance. Whether it takes the form of a scholarly article, a social media post, a podcast script, or poetry, each medium presents distinct opportunities and limitations that mold the essence of communication.

As mentioned earlier, it’s evident that condensing this entire textbook chapter into a tweet would be akin to forcing a square peg into a round hole—both impossible and awkward. The content is simply too lengthy, formal, and reliant on the broader context provided by the rest of the book. While I could attempt to liven it up with additional personal anecdotes or even introduce some colorful language, doing so would fundamentally alter the chapter’s essence. Rather than serving as an informative text suitable for academic study, it would transform into a peculiarly specific fixation likely to be casually scrolled past.

What does any of this have to do with Applen and McLuhan?

McLuhan’s mantra, “the medium is the message,” isn’t just some random snappy slogan—it’s a profound insight into how technology molds our society, often in ways we fail to fully grasp. Take the hype surrounding the latest iPhone launch, for instance. While most people fixate on its incremental upgrades in speed and convenience, McLuhan would urge us to look beyond the surface. It’s not merely about the device’s features; it’s about the profound impact it has on our minds and social structures.

Consider the advent of electric lighting. Sure, it may seem like a simple replacement for old whale oil lamps, but its implications are far-reaching. Suddenly, the boundaries of night and day blur, empowering us to work and play on our own terms. It’s a literal enlightenment, granting us unprecedented control over our environment. Suddenly, we have the power of gods, we control when the day begins and ends and we are no longer dictated by the petty sun. Then there’s the cell phone. While it’s undeniably handy for instant communication, it also comes with strings attached. Once you share your number, you’re essentially tethered to a perpetual stream of notifications and interruptions. And the constant urge to multitask? That’s a byproduct we can thank our smartphones for.

So, whether you’re dissecting McLuhan’s theories or delving into Applen’s analysis, the message remains clear: technology isn’t just a tool; it’s a transformative force that shapes our lives in ways we’re only beginning to understand.

Shoot the Medium, Not the Message

Let’s face it—platforms aren’t just blank slates waiting on our profound thoughts to grace them; they set the stage for our interactions. It’s easy to overlook the significance of mediums, to assume that the essence of a message transcends the material it’s conveyed on. Yet, as we’ve explored, mediums wield considerable influence, often overshadowing the messages they carry.  Whether it’s cave art or social media, mediums aren’t passive bystanders. Embracing this reality is crucial in today’s communication world, where each medium brings its own challenges and opportunities.  Each medium leaves its mark; they shape not just how messages are conveyed but also how they’re received and understood. Understanding this dynamic is crucial in navigating the complexities of modern communication, where every medium brings its own set of challenges and opportunities.