The Medium is the Message - Encoding/Decoding - Yinyin, Samantha, Manuela, John

In The Medium is the Message, the idea of a medium combined with another is brought up numerous times. But is it beneficial for humanity to have to constantly create new mediums in order to adapt to new situations? Our non-stop dependence on technology has weakened our senses and forced us into the following direction: "Every extension of mankind, especially technological extensions, has the effect of amputating or modifying some other extension." (http://www.leaderu.com/orgs/probe/docs/mcluhan.html) With each new invention or alteration to our environment, another is evoked. New media not only changes our culture but how we think and perceive things. Not all inventions are good, and some have the power to silently alter our thoughts, perception and senses over time, which is not always positive for us. It has become obvious that the inability to see the good or bad side of a medium is "the true Narcissus style of one hypnotized by the amputation and extension of his own being in a new technical form" as McLuhan put it. Encoding / Decoding covers the notion of creating a message, sending the message and the process of decoding and understanding the message through television broadcasting. When the message is finally comprehended the viewer completely agrees with what is presented, agrees partially or is absolutely opposed to it.

McLuhan’s takes on medium and message raises obvious issues in today’s world. Not only is he suggesting that we must not linger on the evident content of a message, he is also stating that we must be aware of the medium. The latter can become a strong system to induce certain ideas into a person’s thoughts and way of life. For instance, in the case of a news broadcast that displays neutral facts, its content is merely informational, yet the whole medium of the television or radio is meant to cause a change of state within its viewer: such things as instigating fear or patriotism within people are quite easy to accomplish in the way they are transmitted. Hall’s theory comes into play when we realize the accuracy of the encoding of those trying to persuade us to hear their message. Those trying to persuade us into adopting their point of view know of ways to manipulate our thoughts at will. A medium is a powerful vessel which turns dangerous if used in the wrong way. McLuhan’s criticism of General Sarnoff’s theory of extensions being good or bad depending on their uses sounds irrelevant if we take into account that some things are truly evil because they possess an evil facet. The risk outweighs the benefits.

Considering the impact that our new technological "extensions" have on us, is it too late to relinquish their hold - and that of those who control the media - on us?