Medium is the Message

"The medium is the message" is a phrase coined by Marshall McLuhan introduced in McLuhan's book Understanding Media: The Extensions of Man, published in 1964.[1] McLuhan proposes that a medium itself, not the content it carries, should be the focus of study. He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself. Marshall McLuhan - wikipedia

What Happens if Experience is the Medium and Message

Message Intension: What is the Meaning?

If we have the perfect medium that we can use to represent our message, it becomes very important to be intensional.

• Optimal Maximum Impact of Message - Optimal Medium:

• Goal: Intense Embodied Response in User

  • Response: Good? / Bad?

Broadcast Technology + Optimized Immersive Medium + Bad Message

• Bad Outcome

Broadcast Technology + Optimized Immersive Medium + Good Message

• Good Outcome

  Intension optimizes Maximum Impact Intension requires Understanding Understanding Technology - Power, Problems

  • Broadcasting power: Technology

    Scale: how many impacted

    Scope: how long does impact last

    Intensity: how to maximize / minimize impact?

  • Embodied Immersion

    What is the mental, physical impact on a User

    What is changed in the User,

      Good
      Bad - Unintended Consequences