A Matter of Responsibility

McLuhan’s 60-Year-Old Prophecy and the Power Advertisers Can’t Ignore

It's been years since a friend handed me Marshall McLuhan's "The Medium is the Message" during my senior year of high school, shortly after I expressed my desire to work in advertising. At that time, I couldn't fully appreciate its significance. Although I've revisited it over the years, it wasn't until I witnessed Elon Musk's ascent that I truly grasped its profound implications. That is when I fully understood how the media landscape has shifted dramatically from the era when journalists considered themselves the "fourth estate" to a realm where the Medium defines the message rather than the content being shared.

McLuhan—an influential Canadian philosopher who observed the transition from newspapers and radio to broadcast media—argued that the nature of the Medium shapes our understanding of reality more than the information it conveys. In this light, advertisers are not just participants in the system; they are pivotal architects of the Medium, wielding influence over how it evolves and how reality is perceived.

While McLuhan's theories once felt abstract and somewhat elusive, they resonate eerily with today’s digital environment and brands becoming publishers.        

This reflection comes months after I shared my thoughts on Twitter and Musk's controversial rebranding. Initially perceived as reckless, Musk's decision to rename Twitter to X has proven more strategic than I thought just a few months ago. He didn’t merely acquire another entity for his business collection; he secured a powerful platform to amplify his own brand and ambitions.

With a $44 billion investment, Musk obtained a top-tier megaphone, enabling him to shape influence, culture, and public discourse according to his vision. McLuhan anticipated this transformation over half a century ago.        

Platforms like X, Truth Social, and TikTok aren't neutral; they actively influence the dissemination of information, opinions, and behaviors. Musk's X channels his boundless aspirations, while Trump's Truth Social is an ideological extension of his narrative. Engaging with such platforms means subscribing to a conversation guided by singular voices.

Conversely, TikTok presents unique challenges and opportunities. Its captivating, algorithm-driven nature has revolutionized how we engage with content and how trends, ideas, and political movements foster and propagate. Yet, TikTok's connection to China and its obscure data practices pose significant ethical dilemmas. It functions beyond mere entertainment, possessing the capability to project narratives that shape societal perceptions and global relations.

Within this framework, McLuhan’s concept—that the Medium is the Message—poses an essential reflection point for brands: how do we choose to interact with these platforms? The Mediums we embrace or reject echo the values we aim to embody in our branding.        

In today’s landscape, a brand's reputation isn’t solely established through its content but also through the Medium it engages with, reflecting core principles and identity. As a conscientious consumer and an advertising professional, I've adopted personal standards to assess credibility. I often advise clients and friends to be wary of platforms cluttered with dubious promotions—like miracle solutions claiming miraculous results—because advertisements' quality usually mirrors the content's credibility. Conversely, platforms that host reputable brands tend to maintain higher content standards.

If we accept McLuhan's insights, we must recognize that as advertisers, we are not just observers; we are contributors to this ecosystem, actively shaping the Media we utilize. Every campaign, ad placement, and strategic decision impacts the Medium's perception and its evolution.        

While traditional media planning and budget allocation have historically focused on cost-per-impression efficiency, our contemporary role requires a more profound evaluation of platforms through the lens of shared values. The channels we invest in must reflect our brands' ethics and principles. McLuhan's insights remind us that advertisers are not merely passengers on the trajectory of these Mediums—we are also architects of their existence with our Messages. This influential position carries the responsibility to choose wisely and intentionally.

Ultimately, the choices we make regarding the Mediums we sponsor today will shape the Messages that define our brands and society in the future.